Fat Joe also called on friends DJ Khaled and Tyson Beckford to be faces of the brand he partnered on with It's a 10 Haircare founder Carolyn Aronson
Fat Joe gives everything he does a 10 out of 10, whether that’s hosting and executive producing the BET Hip Hop Awards or collaborating with Nike on custom sneakers. And now he’s about to take the men’s grooming game all the way up.
It’s a 10 Haircare founder and CEO Carolyn Aronson and brand president Jeff Aronson announced the news during a celebration of the 7th Annual National Love Your Hair Day, which the former founded, on October 10. The brand launches on rewindit10.com on Dec. 1, and on Jan. 1 it enters Sally Beauty.
The Rewind it 10 collection features four single-use hair kits and four double-use beard kits ($15 each). Fat Joe called upon his famous friends to be brand ambassadors and front the boxes.
While the rapper and Kansas City Chiefs tight end Travis Kelce appear on the light brown boxes while DJ Khaled and Jencarlos Canela appear on the dark brown boxes and Tank and Tyson Beckford on the jet black boxes. Kevin Creekman and Steven Thompson are featured on the medium blonde boxes.
Single-use hair kits include a developer, color cream, stain remover wipe, and gloves. Double-use beard kits include two developers, two color creams, two stain remover wipes, as well as gloves, a tray and a beard brush.
“I take pride in how I look. I like looking great,” Fat Joe tells PEOPLE exclusively of the motivation behind the partnership. “I'd been using other products because I've got a complex — I don't like to see no white hair on my beard — but they were not good. They would only last two days [and/or] they would look unnatural. So people started clowning me on X [formerly Twitter] saying that I got a fake beard and stuff like that.”
So the “Lean Back” rapper leaned into his network, and called on It’s a 10 Haircare founder Aronson, a family friend for more than a decade, to craft something great.
“Carolyn has to be one of the smartest business women on the planet Earth. I knew she was a giant in the business so I was like, ‘We've got to do something. Let's make a product for the guys.’ And she aced it. I call it the Big Mac or Rolls-Royce of hair coloring,” Fat Joe says.
Carolyn’s It’s a 10 Haircare products have a massive following, but she admits venturing into new territory was no easy feat.
“Six or seven years ago, Joe's like, ‘Let's make a beard line,’ And honestly, I said, ‘Joe, listen…’ I had recently taken over the company as the sole owner and I was really busy, so it was the last thing I was thinking about.”
“But he kept bringing it up and after a couple of years I thought, you know what? Let's do it. Because I really thought that the industry needed the bar raised, and that's what I'm good at, is creating products that are professional grade, easy to use, and multifunctional. So that's what we set out to do.”
A hairdresser for 38 years, Carolyn worked with chemists in Italy to formulate the at-home hair solutions. It took three years to meet her standards. “If it wasn’t a 10, she sent it back,” says her husband, Jeff.
Carolyn says that it was Jeff who came up with the genius idea to get Fat Joe’s pals involved in a meaningful way.
“They came in because they loved the product,” he says. “I think the most important thing was we wanted to take men's grooming from the little secret that men do to put it out there. Women are more beautiful every day as they get older, why shouldn't we as men have the same ability to look sharp?”
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Adds Fat Joe, “We're changing the whole perception of men's grooming. Men used to sneak into the [drugstore] at two in the morning to get in a box of something. And now it's cool. Now they can go in there in the middle of the afternoon and grab their DJ Khaled box or their Tyson Beckford box or the Travis Kelce box or the Fat Joe.”
“And so it gives them a sense of pride of we don't got to hide the fact. And my brother Khaled came up with a great quote that it's infectious to me. He said, ‘Why fight the time when we can rewind the time?’ Why look 50 when you can look 40? And that's the main goal of Rewind It 10.”
In addition to the “game-changing” collaboration, the formula is on another level, too. The Leaping Bunny-certified line is ammonia-free and enriched with aloe vera and oils to hydrate and nourish.
When using at home hair coloring products, “A lot of brown and black brothers break out really bad [from the ingredients],” Fat Joe says. “So I'm like, ‘All right, we've got this for you.”
Adds Jeff, “That was something that Joe would not step off of. He'd say, ‘We cannot sacrifice quality,’ and Carolyn got tasked with it. And like Joe said, she literally hit it out the park.”
Fat Joe agrees. “I am a product of the product. This product is going to speak for itself. Some people sell product that really ain't that good, but this is really well thought out. This is going to be around forever.”
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