If you watched the Mike Tyson vs. Jake Paul fight—or even just caught the highlights on TikTok—you probably noticed something weird. It wasn't just the age gap or the diamond-encrusted earplugs. It was that bright yellow can. Jake Paul seemed obsessed with it. He was dousing himself during his walkout. He was spraying it in the locker room. Even his brother, Logan Paul, got in on the action, aggressively misting Jake after the final bell in a move that accidentally knocked Jake's hat off his head.
Social media went into a minor tailspin. People were asking if it was some kind of performance-enhancing cooling agent, a weird "lucky" ritual, or maybe just a really intense bug spray. Honestly, the truth is a lot more "business mogul" than "mad scientist."
What does Jake Paul keep spraying anyway?
Basically, the mystery mist is W Body Spray. It’s the flagship product from Jake Paul's own men’s personal care brand, simply called W.
Jake didn't just stumble onto a scent he liked; he built the company from the ground up because, as he’s admitted in several interviews, he’s always been a "sweaty guy." He grew up feeling insecure about body odor, especially during long days of filming or intense training sessions. He felt like the deodorant aisle was stuck in 2005, dominated by legacy brands that didn't really speak to his generation or use the ingredients he wanted.
So, when you see him spraying that yellow can, you're seeing a masterclass in "guerilla marketing." Every time he uses it in front of millions of viewers, he’s essentially running a free commercial for his own business. It’s the same playbook Logan Paul used to turn Prime into a multi-billion dollar empire.
Why the sudden obsession with W?
The timing of the "constant spraying" wasn't accidental. The brand officially hit shelves at Walmart and Amazon in mid-2024, but the Tyson fight in late 2024 (and the subsequent rollout into stores like H-E-B and Kroger in early 2025) served as the ultimate global stage.
What’s actually inside the can? Unlike the heavy, alcohol-rich aerosols that make you cough in a locker room, Jake’s spray is marketed as a "mood-boosting" formula. Here is the breakdown of what makes it different from the stuff your dad used:
- Vitamin Infusion: The formula includes Vitamin B, Vitamin E, and Biotin. The idea is to nourish the skin while you're masking the scent of a ten-round sparring session.
- No "Junk": The brand leans heavily into "clean" marketing. That means no parabens, no phthalates, and no artificial dyes.
- The "Mood" Tech: They claim to use patent-pending scent technology designed to actually improve your vibe. It sounds a bit like marketing fluff, but they’ve partnered with top-tier fragrance houses to create scents like "W Original" (mint and eucalyptus), "Fresh Ice," and "Deep Woods."
- Non-Aerosol: One of the reasons the spray looks so thick and "misty" on camera is because it doesn't use traditional aerosol propellants. It’s a pump-mist system that goes on dry.
The Logan Paul "Hat Incident" and the Hater Spray
One of the funniest moments of the Tyson fight weekend involved Logan Paul dousing Jake with the spray after the win. Logan was so enthusiastic that he accidentally slapped Jake’s hat off with the force of his arm movement.
Logan later joked about it on Instagram, saying his "poor motor skills" got the best of him but insisting that, at the very least, Jake "smelled great."
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But the marketing goes deeper than just body spray. Jake recently leaned into his "villain" persona by launching something called F Jake Paul Hater Spray. It’s a tongue-in-cheek product meant to represent "unbothered confidence." It’s a clever move. He knows half the people watching his fights are there to see him lose, so he might as well sell them something too.
Is it actually any good?
If you look at the reviews on sites like Fragrantica or Walmart, the consensus is surprisingly decent for a "celebrity" product. It’s priced under $10, which makes it an easy impulse buy for his younger fan base.
Critics will tell you it's just another influencer cash grab. And look, maybe it is. But the "problem" it’s solving—guys wanting to smell better without using harsh chemicals—is real. Plus, Jake has put a lot of skin in the game. He didn't just slap his name on a bottle; he’s the primary "test subject." He’s frequently seen at the W Labs testing facility, literally working out until he stinks to see if the product holds up.
The Strategy: Turning "Stink" into a "Win"
The name "W" is a direct nod to the internet slang for a "Win." In the world of Jake Paul, everything is about winning, whether it’s a boxing match, a business deal, or a viral moment. By constantly spraying himself in the ring, he’s associating the scent with the high-adrenaline moment of a victory.
It’s psychological. If a teenager sees Jake Paul spraying "Fresh Ice" after beating a legend, that scent becomes the "scent of success" in their head.
What most people get wrong about the spray
A common misconception is that he’s spraying a "cooling agent" or a "numbing spray" for his muscles. While those exist in boxing, they are usually applied by the cornermen and aren't typically bright yellow cans.
If it were a medical spray, it wouldn't be allowed in the ring during the post-fight interview in such high quantities. The fact that he’s allowed to spray it so freely is the biggest hint that it’s a cosmetic product. It’s a bottle of cologne-meets-deodorant, nothing more, nothing less.
Where to find the yellow can
If you're curious enough to try it, you don't have to look far.
- Walmart: This was the exclusive launch partner. You'll find it in the men’s grooming aisle next to the Old Spice and Axe.
- Amazon: Most of the line is available there, often in bundles.
- Grocery Chains: As of January 2025, stores like H-E-B and Kroger have started stocking the "W" line.
The price usually hovers around $7 to $9. It’s not a "luxury" fragrance by any means, but for a daily gym bag staple, it gets the job done without the "weird stuff" found in cheaper aerosols.
At the end of the day, Jake Paul isn't just a boxer or a YouTuber anymore. He’s a guy who realized that if he’s going to be on camera for 30 minutes straight, he might as well be holding a product he owns. Every time you ask "what is he spraying," he’s already won the marketing battle.
If you're looking to upgrade your own routine, check out the ingredient label on your current spray. If it's full of butane and propane, switching to a vitamin-infused mist like W might actually be a solid move for your skin health, regardless of how you feel about the "Problem Child" himself. Follow the rollout at your local retailer to see which of the four core scents—Original, Fresh Ice, Deep Woods, or Wave Breaker—actually fits your vibe.