Brody Jenner Hadn't Found a Solid Product to Cover His Grays — Then Fat Joe Slid Into His DMs (Exclusive)

Fatherhood looks good on Brody Jenner.

But the former reality TV star, who welcomed daughter Honey with fiancé Tia Blanco, 27, in 2023, is still coming to grips with the newly silver strands he’s spotted following her birth.

“I’ve definitely gotten a few more grays since the baby,” Jenner, 40, tells PEOPLE with a laugh. “Suddenly I was like, ‘Where did this one come from? And this one?'”

Now, he’s got a solution: ReWind It 10.

Jenner, a new brand ambassador for the men’s hair and beard dye brand, says the partnership came at “the perfect time.”

“I get patches in my beard sometimes, so I used to use these little things to pencil in, but Rewind It 10 has some incredible products that just help with filling it in and getting rid of the few grays that are there,” he says.

Of how he got involved with the brand, Jenner says it’s simple: “Joe hit me up on DM.”

Of course, Jenner was referring to the one and only Fat Joe, who launched the at-home beard and hair coloring collection with Carolyn Aronson and Jeff Aronson of It’s a 10 Haircare last fall.

“He said he had something I’d be interested in, and I was. I checked out the product and it was great. It doesn’t irritate my skin, which is good because I have sensitive skin.”

This fall, Jenner is going to front his own Medium Brown Beard Color box.

Jenner’s double-use beard kit will be available to shop in October at Sally Beauty locations and sallybeauty.com as well as at amazon.com and rewindit10.com.

He’ll be in good company with other ambassadors, like Fat Joe, Travis Kelce, and DJ Khaled.

“I’ve always walked around seeing people I know on them. Being on the same team as people like Joe, DJ Khaled, Travis Kelce? These guys are legends.”

Fat Joe previously opened up to PEOPLE about the collection. “I call it the Big Mac or Rolls-Royce of hair coloring,” he said.

He continued, “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.”

Of the collaboration, cofounder Jeff Aronson shared in a press release, “Millennials have grown up with [Jenner], and now they’re sharing similar life milestones – becoming fathers, seeing the first signs of gray, and refining their grooming routines. … His addition enhances our diverse lineup of celebrity ambassadors, and we believe his influence will greatly contribute to the success of Rewind It 10.”

While Jenner (who got his beard touched up by barber TheBoyRich, above) is gearing up for the release of his own Rewind It 10 shade, he’s also looking forward to a fun summer with Blanco and Honey — and yes, he says they’re already hoping for more kids — “ten more girls” if he has his way.

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“I’m with Kobe [Bryant] on this one. I love being a girl Dad,” he says. “I had no idea how much I would enjoy it, because going into it, I didn’t really know what it would be like. I thought, ‘Oh maybe I want a boy to carry the name,’ all that stuff.”

“Then when it was a girl, my brother was so excited for me because he had a daughter for his first child. I don’t know what it is about it, but I could have 10 more girls.”