Overview
- The shampoo is on sale at CVS and RewindIt10.com for $14.99, with Amazon availability slated for early March and Sally Beauty nationwide in summer 2026.
- DJ Khaled fronts the release as the product’s face, calling it a progressive solution for gradually restoring natural-looking color.
- Rewind It 10 describes the formula as vegan, gluten‑free, and ammonia‑free, featuring argan oil, chestnut seed extract, and hydrolyzed pea protein with no stains and no gloves required.
- The brand launched in late 2023 and was co‑founded by Fat Joe, Carolyn Aronson, and Jeff Aronson, expanding into Sally Beauty in October 2023 and CVS in fall 2024.
- Complex reports the company has generated more than $50 million in sales since products reached shelves in 2024, and the PR announcement noted a corrected final paragraph.