DJ Khaled and Rewind It 10 Target Grey Hair with New Shampoo

MIAMI, FL – February 25, 2026 – In a market saturated with men’s grooming products, the battle against grey hair has a new, high-profile contender. Rewind It 10, the fast-growing brand co-founded by music mogul Fat Joe, has launched its Progressive Greyaway Shampoo, and it's bringing in another music icon, DJ Khaled, to lead the charge. The new product promises a revolutionary, mess-free way for men to gradually restore natural-looking color to their hair and beard, aiming to make the cumbersome, stain-prone process of traditional hair dyeing a thing of the past.

The announcement positions the brand to capitalize on a burgeoning men's self-care movement, leveraging celebrity firepower to challenge established players. With DJ Khaled as the global brand ambassador, a role he steps into following a wildly successful promotion of the brand's beard color, Rewind It 10 is betting that his authentic, larger-than-life persona can turn a daily shower routine into a major market disruption.

A Progressive, Mess-Free Formula

At the heart of the launch is a product designed for convenience and subtlety. Unlike traditional dyes that require mixing, careful application, and gloves to avoid staining skin and surfaces, the Rewind It 10 Progressive Greyaway Shampoo is designed to be used like any other shampoo. The company claims it leaves no stains and requires no gloves, a significant selling point for men seeking low-maintenance solutions.

The formula works by gradually depositing color with each wash. This "progressive" approach allows users to control the level of color, avoiding the sudden, often obvious, transformation associated with permanent dyes. "I call this progressive – take your time and Rewind the time," DJ Khaled said in the official release. This gradualism is key to achieving a natural look, blending away greys over days or weeks rather than in a single, dramatic session.

Priced at $14.99, the shampoo is formulated to be vegan, gluten-free, and ammonia-free. The brand highlights a trio of conditioning ingredients: Argan Oil, known for its moisturizing and shine-enhancing properties; Chestnut Seed Extract, which provides antioxidant benefits; and Hydrolyzed Pea Protein, which helps strengthen hair fibers. This focus on hair health aims to position the product not just as a colorant, but as a comprehensive care solution that leaves hair looking healthier than before. The shampoo is now available at CVS and the company's website, with plans for a rollout on Amazon in early March and a nationwide launch in Sally Beauty stores by Summer 2026.

The Khaled Effect: Star Power and Authenticity

The strategic partnership with DJ Khaled is arguably as crucial as the product's formula. His previous endorsement for Rewind It 10's "Beard Color in Real Black" propelled the product to become the brand's number-one bestselling SKU. The company is banking on a repeat performance.

"DJ Khaled's Beard Color in Real Black remains our #1 best-selling SKU," said co-founder Carolyn Aronson. "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."

This emphasis on authenticity is a cornerstone of modern celebrity marketing. Consumers, particularly in the social media age, are adept at spotting inauthentic endorsements. By positioning Khaled not just as a famous face but as a genuine user of the product, Rewind It 10 aims to build trust and relatability. Khaled's massive social media following provides a direct channel to a key demographic of men who are increasingly open to grooming and personal care products but may be wary of traditional, stigmatized solutions. He joins a roster of diverse celebrity ambassadors including Travis Kelce, Tyson Beckford, and Nicky Jam, reflecting a broad marketing strategy aimed at various segments of the male population.

Disrupting a Crowded and Evolving Market

Co-founder Fat Joe has been vocal about the product's potential, stating, "I really believe this shampoo has the potential to disrupt the men's hair coloring market. There's no other product like this available with our powerful formula." This confidence is backed by the brand's impressive early performance. Launched in late 2023, Rewind It 10 has reportedly driven over $50 million in sales, signaling strong market demand for its approach.

The brand enters a competitive space dominated by long-standing names like Just For Men, whose Control GX shampoo also offers a gradual, in-shower grey reduction. Rewind It 10's differentiation hinges on its "mess-free" claim, its specific blend of conditioning ingredients, and its powerful cultural branding led by its celebrity co-founders and ambassadors.

The company's leadership brings significant industry credibility. Carolyn Aronson is the founder and CEO of the highly successful It's a 10 Haircare, a brand renowned for its multi-benefit leave-in products. Her proven track record in building a major beauty brand from the ground up lends substantial weight to Rewind It 10's ambitions. Combined with the business acumen and cultural cachet of Fat Joe and the industry experience of Jeff Aronson, the founding team appears well-equipped to navigate the challenges of the consumer goods market. However, as with any product in this category, consumer experience will be the ultimate test. Early reviews for the brand's other color products have been mixed, with some users praising the results while others have reported issues like skin irritation, a common challenge for hair colorants.

The launch reflects a broader cultural shift where the norms of masculinity are expanding to include a greater focus on self-care and appearance. Brands like Rewind It 10 are moving the conversation away from simply "hiding" grey hair to a more empowered narrative of personal choice and looking as young as one feels. By offering a product that is easy to use, discreet, and backed by relatable figures, the company is tapping into a modern male consumer who values both effectiveness and convenience. As the brand expands its retail footprint from CVS to Amazon and Sally Beauty, its attempt to "rewind the time" for men's hair care will be one to watch closely. The success of this launch could indeed signal a significant disruption, proving that in the world of men's grooming, the right formula combined with the right voice can create another major hit.