Fat Joe was 28 when he spotted the first white hair in his stubble. He hated it. The Bronx rapper wasn’t ready to lean back into his silver fox era then, and at 53, still isn’t. So he’s been hitting the dye aisle ever since.

“I’m confident in many areas, but the one thing that really bothers me is white hair,” says Fat Joe on call from his Miami home, where he’s in the process of coloring his beard as we speak.“I used to sneak my wife into the CVS at three in the morning to pick up dye. I never told nobody.”

He became an experienced customer of beard dyes, and often found them lacking. “A big problem with some brands is they’re not true to color, so every now and then it’s hit or miss. The box would say medium brown and I’d use it and it looks black. They would clown me on Twitter, talking about, ‘You got a fake beard! A spray-on beard!’”

Sick of the slander and derision, Fat Joe has entered the beard dye business himself to ensure quality control. The result is Rewind It 10, a new men’s haircare line he calls “the Rolls-Royce of hair coloring.” It boasts an Italian cream formula enriched with aloe vera and macadamia seed oil, ensuring maximum nourishment and minimum shoe polish resemblance. The rapper has recruited some esteemed friends to front the boxes, including Swiftie-scrutinized Kansas City Chiefs tight end Travis Kelce, model Tyson Beckford, singer Tank and chronic winner DJ Khaled.

Rewind It

Rewind It 10 Light Brown Beard Dye

Threre’s a strong case for letting your beard age like a fine wine, but not everyone is ready to uncork that bottle. Maybe that chin frost is coming in earlier than expected, or unevenly. And with the global men’s hair coloring space projected to be worth $864 million by 2030, there may be more guys reaching for the dye box than ever.

Fat Joe wants to eliminate the stigma around men dyeing their beards. “Man, in the ’90s, there’s no way I would’ve thought I’d be selling hair coloring, but it’s a different time,” he says. “We let our wives do their eyebrows, we let them do their eyelashes, we let them do their nails. We let them do everything they want to do in the world. Can’t we have a little coloring to make ourselves feel better? Why fight time when we can rewind time?”

Rewind It 10 is a partnership with the beauty brand It’s a 10 Haircare, whose founder and CEO Carolyn Aroson is close friends with Fat Joe’s wife. The rapper implored her for years to work with him on a men’s beard line.

Aroson tells GQ she finally agreed after seeing an opportunity “to raise the bar in what, to me, was a very archaic industry. It’s been dominated by one particular brand, and they aren’t even very good at it. It’s just cheap box color.” Aronson says she worked with chemists in Italy for three years until the product’s shades met her standards. “There’s always been a stigma about men’s dye because a lot of times the color would come out bad.”

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