PRIME by Logan Paul & KSI is more than a social media sensation, it’s a case study in how digital influence can translate into real-world retail success. What started as a DTC beverage brand backed by two of YouTube’s biggest creators has rapidly scaled into a global name stocked in supermarkets, gyms, and convenience stores across continents.
By combining influencer-driven hype with aggressive social distribution, PRIME drink has turned viral moments into measurable sales. The brand thrives on scarcity marketing, meme-worthy content, and an online community that treats every new flavor drop as an event. For investors and retailers, PRIME’s trajectory shows how creator-led brands can cross the line from trend to sustained commerce, when digital clout is paired with smart retail execution.
Key Takeaways:
Charm data places PRIME drink in the top tier of creator-led beverages with a Charm Success Score of 60.57 and a Charm Growth Score of 67.13. These scores point to healthy demand today and strong momentum quarter over quarter.
Across social channels, PRIME drink has wide reach: 5.4M TikTok followers, 2.5M Instagram followers, and an active but smaller Facebook base (1.7K). TikTok followers rose from 2.2M to 2.5M between June 2024 and June 2025, showing steady audience gains tied to product drops and sport-driven moments.
The brand’s $19.99 median product price supports frequent repeat buys while keeping PRIME positioned as a premium-but-accessible hydration pick for its young, trend-aware audience.
Charm data shows that PRIME’s TikTok following grew steadily from 2.2 million to 2.5 million between June 2024 and June 2025, signaling consistent engagement rather than short-lived viral peaks. The follower count climbed fastest between July and October 2024, when PRIME amplified its presence with creator partnerships and challenge-based content tied to new product launches.
The audience breakdown highlights PRIME’s strongest foothold among Gen Z and young Millennials, with 51.02% aged 18–24 and 31.09% aged 25–34. Another 11.03% fall within the 13–17 range, underscoring how the brand connects with younger consumers through humor, pop culture, and influencer relatability.
Gender data reveals a predominantly male audience (nearly 80%), reflecting PRIME’s appeal in fitness, gaming, and sports communities, sectors where both Logan Paul and KSI have strong credibility.
Geographically, the brand’s influence is anchored in the United Kingdom (31.36%) and the United States (26.29%), followed by active markets in Australia, Canada, and India. On a city level, Greater London, New York City, and Los Angeles stand out as PRIME’s strongest hubs of activity, aligning with the brand’s retail expansion and event-based marketing in these urban centers.
PRIME’s success story proves that creator-led brands can move beyond viral hype when they pair influence with sustained market performance. Charm data reveals that the beverage brand isn’t just a short-term trend; it’s a growing business with loyal audiences, competitive pricing, and a strong foothold in key global markets. Its steady follower growth and broad demographic appeal reflect a scalable model that other celebrity-backed brands can learn from.
Charm’s dataset tracks more than 5 million DTC brands, using AI-powered metrics to deliver accurate insights across every major product category. From TikTok Shop performance to brand-level analytics, Charm helps retailers, agencies, 3PLs, and investors make confident, data-backed decisions.
To see how PRIME ranks alongside other celebrity-led brands, download the full report and explore success scores, growth metrics, and market insights across the top performers.