AMP is stepping into the personal care space with the launch of its new brand, TONE, now available at Target stores nationwide. The collective, featuring creators like Duke Dennis, Kai Cenat, Fanum, Agent 00, ChrisNxtDoor and ImDavisss, is backing products that are fresh, effective, and reflect the vibe of their diverse audience.

The timing of this launch has stirred up some debate. Many critics have raised eyebrows at the optics, especially since Target recently scaled back some of its Diversity, Equity, and Inclusion (DEI) initiatives. Despite this pushback, AMP is determined to cut through the concerns and connect with a broader Gen Z audience as they roll out nationally.

In a press release, Kai Cenat said, “We really saw a gap in the shelves for a new brand to break through — and for a brand that is fresh and represents who we and our community are. Products that don’t just look good but actually work and smell great.”

His AMP co-founder Davis added, “For us, it’s really an opportunity to make a brand for the products that we want to be using and wearing every day.”

With Target looking to win back younger shoppers and AMP expanding beyond social media, this collaboration is one to watch, even if it’s sparking conversation for more than just the scent.