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Fat Joe and DJ Khaled have teamed up to debut a breakthrough shampoo formula that will get rid of gray hair.
On Wednesday, February 25, Rewind It 10 announced it has joined forces with its global ambassador Khaled and the Terror Squad rapper to debut their new Men’s Progressive Greyaway Shampoo. The shampoo contains a fresh formula that will restore hair and beards to their original color. The formula is vegan, gluten-free, and ammonia-free. According to a press release, the product will help make "hair and beard tones look richer, refreshed and revitalized."
“I call this progressive – take your time and Rewind the time,” Khaled said.
“I really believe this shampoo has the potential to disrupt the men’s hair coloring market,” Fat Joe said. “There’s no other product like this available with our powerful formula.”
Co-founders Fat Joe, Carolyn Aronson and Jeff Aronson launched Rewind It 10 in 2023 to serve men with diverse hair and beard care needs while pushing back against outdated perceptions of hair coloring. DJ Khaled was one of the first celebrity ambassadors to endorse Rewind It 10. Since then, other celebrities like N.O.R.E., Travis Kelce, Tyson Beckford, Nicky Jam, and more have also appeared on the infamous boxes for the men's haircare brand.
"DJ Khaled’s Beard Color in Real Black remains our #1 best-selling SKU. His constant support, his iconic presence, and his genuine love for the formula have made this partnership incredibly powerful for our brand,” co-founder Carolyn Aronson said. “As we introduce our new Progressive Greyaway Shampoo for Black Dye, there was truly no other choice to lead this launch. He uses it personally to maintain his color, and that authenticity makes this partnership powerful and real.”
Rewind It 10's Men’s Progressive Greyaway Shampoo is available now at CVS and Rewindit10.com for $14.99. It will be available on Amazon by early March and at Sally Beauty nationwide this summer.