Rewind It 10 To Launch into 7,000+ CVS Stores Nationwide this Fall

Rewind It 10, the at-home hair color brand, will expand into over 7,000 CVS stores across the US on Oct. 4.

Launched to market in December 2023 exclusively at Sally Beauty and Rewindit10.com, Rewind it 10 offers professional-grade, easy-to-use hair and beard coloring solutions enriched with high-quality ingredients, per the makers.

“This expansion into CVS, one of the largest retailers in the US, is truly a massive milestone for a brand not even at its one-year mark. This retail partnership is one we are incredibly proud to announce and is a testament to the amazing success we’ve achieved so far,” said Jeff Aronson, co-founder of Rewind It 10. “Our mission has always been to redefine men’s grooming, making men more confident with their routines. With CVS behind us, we can now reach a wider audience and introduce them to our high-performing formulations.”

To decrease the stigma surrounding men’s hair coloring, co-founders, rapper, Fat Joe, Carolyn Aronson and Jeff Aronson, have teamed with a diverse range of renowned celebrities from various fields. These include NFL Tight End Travis Kelce, R&B singer/songwriter Tank, model Tyson Beckford, music mogul DJ Khaled, professional MMA fighter Stephen “Wonderboy” Thompson, singer Jencarlos Canela, tattoo artist/model/musician Kevin Creekman and co-founder Fat Joe.

In July, the brand announced that TV personality Brody Jenner was its new face. His picture will appear on product boxes in October. More on that here.

For more on the DIY hair coloring market, go here.