Jake Paul’s Sesh Reserve Drop Brought 40% New Customers

By Sophie Lindqvist

Sesh Reserve generated roughly 30% of Sesh’s direct-to-consumer website sales, and about 40% of buyers were new customers, according to chief marketing officer Josh Metz.

The $90 bundle included a metal can, 10 cans of pouches and Paul Reserve body spray. Since launch, Reserve has remained Sesh’s top online seller, Metz said.

At Sesh’s Austin office, Paul chose a proposed flavor, according to Metz’s written follow-up. He had already invested through AntiFund. Metz was Tinder’s fifth employee in 2013 and later led ZitSticka marketing.

What is Sesh trying to educate?

Founded in 2020 and based in Austin, Sesh sells only to adults 21 and older who already use nicotine. Metz said its premium pouch did not yet exist in the United States.

Thomas Ericsson, the Swedish scientist who created Zyn, developed Sesh’s formula. Its moist pouch uses a patented gum base that Metz says releases nicotine slowly and evenly, avoiding what he attributes to most pouches: an initial spike followed by a drop.

Metz considers Europe much more advanced, with moist, long-lasting, quick-release, high-strength and low-strength products. When Zyn expanded in America, he says, shoppers mainly saw dry pouches and little else.

He cites Tinder and pimple patches as cases of stigma preceding demand. He says U.S. smoking and vaping fell 30% year over year while pouches rose, but supplies no dataset.

How does Sesh use celebrity capital against shelf spending?

Sesh says it cannot match tobacco companies’ spending on convenience-store shelf space, advertising or a logo on Lewis Hamilton’s Ferrari F1 car. It instead recruited celebrity users as investors, advocates and creative partners.

A September 2025 Business Wire announcement says Sesh raised $40 million. Its celebrity-user investors include Post Malone, Mark Wahlberg, the Jonas Brothers, DJ Khaled and Paul.

Metz says investors provide trust and stories while their reach substitutes for purchased awareness. He calls Paul an exceptionally strong promoter, but Sesh discloses no comparable campaign-cost data.

How did Jake Paul shape Reserve?

Before creative work, Sesh reviewed Paul’s platform demographics, which were predominantly 21 or older, according to Metz. Partnerships remain limited to existing adult nicotine users; Paul’s collaboration is paid and co-branded.

Paul tied the project to his ranch and other activities that year. Sesh matched it with the premium pouch and a community Metz calls modern outdoorsman, then added Paul Reserve body spray from his personal-care brand, W.

The bundle made the drop resemble a complete Paul release. Metz said: “When you put something out there with your name on it into the world, it’s essentially a piece of your art.”

Paul shaped the name, label and gift box as a stand-in creative director. During a one-day shoot, Sesh covered a morning goals meeting, a boat, a shooting range and the ranch. Paul checked the work, suggested more footage and brought product knowledge as an existing user.

Did the creator launch bring new customers?

Metz said Paul teased the launch to more than 80 million followers, driving site traffic. He calls him polarizing, with intense support among fans. Response also came through Instagram, customer service, press and creators who looked up to Paul and sought Sesh partnerships.

Reserve produced roughly 30% of direct-to-consumer website sales, remained the top online seller and drew about 40% new customers at $90 a bundle. Metz said: “Reserve brought new adults into the brand at a premium price.” Standard flavor launches cost less and mostly attract existing customers trying something new.

The source omits independent audits, units, production costs, creator pay, customer acquisition costs and tobacco-ad comparisons, limiting campaign-return analysis.

What can marketers learn from the model?

As the category matured, Sesh changed its creator selection. It gives creators broad latitude over expression but keeps legal prohibitions strict; Paul’s team received the rules once, and others face the same social and advertising restrictions, with age and existing-user conditions enforced.

The model favors people who already use the product, giving them freedom to describe their own nicotine journey. Selecting the right creators also reduces compliance back-and-forth.

Practitioners can test creator equity, paid production and audience fit, but follower count does not guarantee efficient growth. The 30% share covers only Sesh’s website; the 40% new-customer rate is the stronger expansion measure.

What comes after Reserve?

Reserve began as a limited online drop. Metz believes its popular flavor could return and says future work with Paul might include new flavors, accessories or direct access for Sesh’s community; no formal roadmap confirms those plans.

The drop sits alongside Sesh’s retail push. The company operates in more than 7,500 doors and says it is on track for about 30,000 by year-end 2026. Metz would change nothing about Reserve beyond another filming day with Paul.

Metz says the pair are now intertwined and hopes they continue together. The next test is whether creator-led launches retain new customers as retail distribution expands roughly fourfold by year-end 2026.