N.O.R.E. Rewinds Time with New Hair Dye Campaign, Challenges Grooming Norms

The box for Rewind It 10's Jet Black Hair Dye, now endorsed by rapper and "Drink Champs" podcast host N.O.R.E., marks the latest collaboration between the hip-hop icon and the brand.

N.O.R.E., the rapper-turned-podcast titan known for hits like “Superthug” and “Oye Mi Canto,” has debuted a striking new look as the ambassador for Rewind It 10, a men’s hair dye brand co-founded by fellow hip-hop heavyweight Fat Joe. Known for decades as a bald icon, N.O.R.E. has traded his signature style for jet-black hair, sparking a cultural conversation about aging, masculinity, and reinvention in hip-hop.

“Ever since I started using Rewind It 10, I’ve been looking and feeling younger,” N.O.R.E. said in a statement. “I’m proof that you can rewind time, baby!”

Rewind It 10, launched in 2023 by Fat Joe, beauty entrepreneur Carolyn Aronson, and industry veteran Jeff Aronson, has positioned itself as a disruptor in the men’s grooming industry. Its products aim to challenge the stigma around hair coloring while offering options for men to express themselves confidently. The brand has quickly gained traction, with ambassadors like DJ Khaled, Travis Kelce and Tyson Beckford joining the campaign.

For fans who remember N.O.R.E. from his “Superthug” days, the transformation is jarring. His bald look was as much a part of his persona as his gruff voice and unapologetic swagger. The move has led many to question whether this shift represents a savvy business decision, a midlife reinvention, or a genuine embrace of self-expression.

Hip-hop has long been a genre steeped in hyper-masculinity, where appearances are tied to dominance and youth. N.O.R.E.’s embrace of hair dye challenges these long-standing norms, opening the door to more nuanced conversations about aging in a culture that often prizes staying “forever young.” Fat Joe’s involvement with Rewind It 10 also underscores how prominent hip-hop figures are normalizing self-care and self-reinvention, creating space for artists to embrace change without compromising their credibility.

While N.O.R.E.’s foray into hair dye may seem like a lighthearted shift, it represents something deeper: a new chapter in the evolution of hip-hop’s elder statesmen. Artists like N.O.R.E. and Fat Joe are reshaping what it means to age within a genre that has traditionally celebrated rebellion and youthful bravado. Through ventures like this, they remain relevant while challenging outdated stereotypes about masculinity.

N.O.R.E., whose influence extends beyond music through his widely popular podcast “Drink Champs,” continues to leverage his platform to connect with audiences in unexpected ways. The podcast, ranked among Edison Research’s top 50 in the U.S., has featured cultural heavyweights such as Dave Chappelle, Alicia Keys, and Kevin Hart. N.O.R.E.’s ability to pivot between music, media, and business speaks to his entrepreneurial spirit and ability to adapt in an ever-changing industry.

Rewind It 10’s rapid rise in popularity reflects a growing cultural shift. The brand has quickly become a best-seller at major retailers like CVS and Amazon, generating more than $50 million in sales since its launch. Co-founder Jeff Aronson called N.O.R.E. “one of the most influential voices in media and culture” and praised his ability to inspire others to embrace change.

Whether N.O.R.E.’s new look is a calculated move to stay relevant or a genuine embrace of personal reinvention, one thing is certain: he continues to keep people talking. In a genre where reinvention often defines success, N.O.R.E.’s decision to embrace change reinforces his legacy as an artist who refuses to stand still.