AMP, The Streaming Group That Includes Kai Cenat, Duke Dennis, And More, Faces Consumer Backlash After Inking A Deal With Target
Target’s latest collaboration with a popular streaming group is sparking controversy.
AMP, one of the top streamer groups in the world, has scored a deal with the major retailer for its unisex personal care brand, according to a press release.
The group, which also releases videos on YouTube, includes Kai Cenat, Duke Dennis, Fanum, Agent 00, ChrisNxtDoor, and ImDavisss. They have collectively earned millions of dollars. Cenat alone earned $8.5 million over the past year, which earned him a spot on Forbes’ 2025 Top Creators list, according to the publication.
Together, the group leveraged their platforms, which garner 1 billion monthly views, to launch TONE in February 2025. TONE is formulated with natural and clean ingredients and is dermatologist-tested, according to its website. Additionally, it’s now available in Target stores and on Target.com as of July 6.
“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,” Cenat explained in a news release.
Fanum added, “With TONE, we didn’t just want to be another men’s brand. We wanted to be something different and unique on shelf with clean design. And honestly, we also don’t want to be only a men’s brand, we want to be for everyone.”
AMP’s arrival in Target has sparked controversy for some consumers.
AFROTECH™ previously reported that the retailer scaled back its diversity, equity, and inclusion (DEI) efforts, which led to the company ending a program that resulted in the removal of Black-owned brands from its shelves.
To some social media users, the announcement of Target’s collaboration feels performative.
“Target is making it very clear they think the Black community can be bought…especially through influencers. What they’re missing is that the people who are actually carrying the boycott, the ones hitting their sales, aren’t the type to be swayed by that,” X user @DonDadaRahRah wrote. “If someone had the integrity and willpower to avoid your store for six months, they’re NOT running back because Kai Cenat did a livestream there.”
Target is making it very clear they think the Black community can be bought…especially through influencers. What they’re missing is that the people who are actually carrying the boycott, the ones hitting their sales, aren’t the type to be swayed by that.
If someone had the…
— 💫 The Chosen One✨ (@DonDadaRahRah) July 7, 2025
Jamal Bryant, who led a 40-day consumer boycott against Target, which has been extended indefinitely, also weighed in on the partnership, saying, “If @target would spend as much energy and resources meeting the demands of the target fast @targetfast40 as they are on influencers, paying preachers and going to @essencefest we would be further along. Doing what’s right for our people is always made to feel like an inconvenience. Stand on business and don’t go back in until they handle us right!”
