If you’ve been paying attention, you already know Crowned Skin. And if you haven‘t —consider this your introduction. Founder Darrell Spencer built a black owned brand rooted in something the industry kept skip- ping over —even though the evidence has always been there. From the Pullman por- ters who showed up pressed and polished in the face of a system that disrespected them, to the men clocking in on factory floors and closing deals in boardrooms, to the politicians, athletes, and MCs who com- mand stages and move crowds —Black men have never been careless about how they move through the world. That intentionality didn‘t start with a product. Darrell just built one worthy of it. We sat down with him —be- cause some conversations are long overdue.
A: At what point did you start thinking about grooming as part of how a man presents himself, not something separate from it?
D: “For me, grooming was never separate, it just was something that was taught to me by my Father. Growing up, you knew when a man was put to- gether: fresh haircut, clean skin and he smelled good. That was his presentation. What changed for me was realizing grooming could be intentional, not just maintenance. That‘s when it be- came a tool; something you use to walk into a room before you even speak.”
A: What do you think the grooming industry has historically misunderstood about Black men?
D: “They‘ve underestimated how intentional we are. Black men have always had a relationship with grooming. It‘s cultural, it‘s ritual and it‘s pride. The indus- try just didn‘t build for us with that level of respect or nuance. They either ignored us or over- simplified us. Crowned Skin ex- ists because we understand that grooming for Black men isn‘t basic, it‘s layered, it‘s expressive and it‘s a part of our identity.”
A: You talk about confidence and presence. How do you translate something like that into a product someone uses every day?
D: “Our goal is to build products that activate that feeling to support confi- dence. The creation of the ingredient story, the pro- jection of the scent, long lasting smell that permeates the room are the things
that matter when fostering confidence. When you apply Crowned Skin, it‘s not just a lotion or an oil; it‘s a sensory moment. It‘s you deciding how you‘re going to show up that day. That‘s how confidence becomes tangible.”
A: Everyone points to TikTok when they talk about your growth. What actually made people convert, not just engage?
D: “TikTok gave us visibility, but the product closed the deal. What made people convert was relatability and results. We showed real men using the product, real reactions and real results. And when they got it, it delivered. The scent lasted. The skin felt better and they were get- ting positive attention based on how they smell. That‘s what turns attention into loy- al, lifetime customers.”
A: You scaled quickly. What did you have to be intentional about to make sure the brand didn’t lose its point of view?
D: “We stayed close to the customer. Every decision, formulation, new product, content plan and partnership we considered, had to answer one question: Does this still feel like us? Growth can dilute you if you’re chasing everything. We focused on building depth, not just reach. That’s how you scale without losing your voice.”
A: How do you think men’s relationship with grooming is changing right now, especially for Black men?
D: “Men are more open, but more importantly, they’re more aware. Grooming isn’t just about looking good anymore, it’s about feeling aligned. For Black men, it’s also about ownership. We’re choosing brands that reflect us, speak to us, and are built by us. That shift is powerful and we embrace men who are in their grooming era.”
A: What changes, if anything, when a brand that grew digitally enters a space like Walmart?
D: “Accessibility changes, but the expectation doesn’t. You have to maintain the same quality, the same story, the same feeling—just at scale. Retail forces you to be even more clear about who you are, because now you’re sitting next to everyone else. It’s an opportunity to show that premium and accessible can coexist.”
A: What did being in NBA spaces teach you about how athletes approach grooming and presentation?
D: “Athletes treat grooming like part of their performance. It’s preparation. They understand that how they present off the court is just as important as how they perform on it. There’s intention in everything, hair, skin and your scent. That mindset aligns per- fectly with Crowned Skin.”
A: What does “premium” mean to you when you’re building for a customer who has historically been overlooked by the industry?
D: "Premium means respect. It means quality ingredients, elevated experience, and thoughtful design. But more than that, it means we’re not cutting corners. Our customer deserves the best—period. Premium isn’t about price, it’s about how you make someone feel.”
A: Do you see grooming as routine, ritual, or something else entirely?
D: “It starts as routine, but it becomes ritual. Routine is what you do. Ritual is how it makes you feel. Crowned Skin is about turning everyday moments into something intentional and something you look forward to.
A: Can a man have a strong sense of style without clothing being the main focus? What does that look like to you?
D: “Absolutely. Style is energy. It’s how you carry yourself, how you speak, how you show up. Grooming is a huge part of that. A man can be in a white tee and jeans, but if his grooming is on point, he’s going to stand out. It’s the details.”
A: What do you think men will care more about in grooming over the next few years that they don’t prioritize right now?
D: Longevity and ingredients. Men are starting to pay attention to what’s in their products and how long they actually perform. They’re also going to care more about layering, which is a concept we teach at Crowned Skin to maximize how well you smell. The goal is to share how products work together to create a full experi- ence. Grooming is becoming more intentional, more elevated.
