Fresh, Bold, and For Everyone: AMP Launches TONE at Target

By Kyra Greene

When the members of AMP (Any Means Possible) walk into a room, they don’t just arrive — they set the tone. It’s only fitting, then, that the superstar content collective — made up of Kai Cenat, Duke Dennis, Fanum, Agent 00, ChrisNxtDoor, and ImDavisss — have turned that energy into a full-blown personal care brand.

Introducing TONE, a new grooming line created in partnership with Target that speaks directly to the Gen Z crowd AMP knows so well. With over 1 billion monthly views across YouTube and Twitch, the group has built a powerful bond with their audience, one rooted in humor, authenticity, and shared lifestyle moments — including the importance of self-care.

Now available in Target stores and online, TONE includes a lineup of 16 boldly packaged, great-smelling essentials: aluminum-free deodorant, hydrating body washes, on-the-go cologne and body mists, lip balms, and a daily-use body lotion — all offered in scent profiles like Fresh, Citrus, Woodland, and Coconut. It’s skincare with personality, attitude, and versatility — much like AMP themselves.

“We saw a gap,” explains Kai Cenat. “There was room for something new — something that actually feels like us and our community. Not just branding, but real products that work, that smell good, that look good in your bag or on your shelf.”

From inception to rollout, TONE was designed with AMP’s massive fanbase in mind. “This is personal,” says Duke Dennis. “We made something we actually use. We went through dozens of versions to get it right — from the formulas to the fragrances to the packaging. The fans helped shape this.”

Though born from the world of men’s grooming, the line isn’t limited by gender. “We’re not trying to be just another men’s brand,” says Fanum. “We wanted TONE to be clean, confident, and for everyone — whatever your vibe is.”

Even the brand name itself is a reflection of that open-ended energy. “TONE can mean anything,” says Agent 00. “It’s the way you move, the way you carry yourself, how you start your day. We wanted a name that supports that mindset.”

As for their personal favorites? The AMP crew is divided: Chris and Fanum ride for Citrus, Kai and Agent keep it Coconut, Davis leans Woodland, and Duke is all about Fresh. But the goal was never to choose one — it was to give everyone options that feel good, smell better, and elevate everyday routines without breaking the bank.

With TONE, AMP isn’t just expanding their empire — they’re creating a new standard for how personal care can look, feel, and function. And true to their name, they’re doing it by any means possible.