Darrell Spencer didn’t set out to become a trailblazer in the beauty industry. But when your roots are grounded in hustle, your strategy is in innovation, and your mission centers Black men unapologetically, disruption becomes inevitable.
At just 29, the Chicago native turned tech expert and self-taught entrepreneur is already a two-time founder with a proven track record.
His first venture, King’s Crowning, launched in 2020, cracked seven figures in sales, fueled by a straightforward but game-changing concept: a satin-lined cap, a bonnet alternative designed specifically for men that sparked a movement on TikTok.
Suit: Landeros | Shirt: Ralph Lauren | Tie: Michael Kors | Sunglasses: Dita | Shoes: Alexander Hurley
“I wanted to create something for the fellas,” Spencer said in our interview the morning after the Met Gala in New York City.
After his satin caps, he sought to enter a different space in the beauty industry, creating viable products that men could love and apply to their bodies. So, in 2024, he followed up with Crowned Skin, a deeper dive into men’s grooming that combines fragrance with full-body moisture. In just its first year, Crowned Skin surpassed $4 million in revenue.
But his wins aren’t just measured in revenue. It represents a deeper cultural shift: Black men claiming space and success in industries that have historically overlooked them.
The beauty industry is massive, valued at $646 billion in 2024, according to Statista, with men’s grooming products accounting for over $85 billion globally. Yet, Black entrepreneurs, especially Black men, remain underrepresented.
A Nielsen report reveals that Black consumers spend over $6.6 billion annually on beauty, yet Black-owned brands make up only 2.5% of the market. And when it comes to Black men at the helm of beauty companies? The numbers are even slimmer.
“If you walk down the aisles in Target or Ulta, you don’t really see many innovative products created for men,” Spencer shared.
For King’s Crowning, he identified a gap in the market that only someone with his lived experience could see.
“I didn’t want to wear a bonnet…So I created the product, and the first product was a cap that had satin on the inside. It was stylish, it was modern, and it wasn’t a bonnet. And it was marketed and catered towards men. And men fell in love with it,” Spencer shared.
In recent years, there has been a cultural shift with men not only embracing grooming but also redefining it. No longer limited to a dab of aftershave or a basic bar of soap, today’s gentleman is investing in full skincare routines, high-quality moisturizers, exfoliants, and fragrance-forward body care.
Full Look: Tods | Tie: Lanvin | Shoes: Dr. Martens | Sunglasses: Dita
Men have evolved and are becoming more aware of self-care as a form of confidence, expression, and even status. From TikTok tutorials to luxury men’s beauty brands, the message is clear—taking care of your skin isn’t just for women, it’s for anyone who values looking and feeling their best.
And for Black men especially, who have been ignored by the beauty industry, this shift is also about reclaiming space and redefining masculinity on our own terms.
Crowned Skin’s hero product, the “body butter cologne,” fuses luxury fragrance with deep hydration.
“It’s like rubbing your favorite cologne all over your body, but it moisturizes too,” he explained.
The line has since expanded to include body oil colognes and is on track to become a full grooming ecosystem for men. But product innovation is only half the story. Spencer’s marketing chops are what took Crowned Skin viral.
Before entrepreneurship, Spencer honed his skills in big tech, working with major brands to scale their online reach. That experience proved invaluable.
“Prior to actually starting these businesses, I actually was in big tech,” he shared. “I worked for Google, Meta, LinkedIn, and essentially my overall job was digital advertising.”
Spencer’s insider knowledge of paid media, consumer behavior, and creative strategy helped him bypass the typical learning curve most startups face. But as a Gen Z founder, social platforms are the lifeblood of Spencer’s business model.
Crowned Skin has leveraged TikTok, Instagram, and influencer partnerships to scale rapidly without traditional investors or corporate backing. From viral elevator videos to unconventional influencer campaigns, Spencer has mastered the art of grabbing attention and turning scrolls into sales.
“I feel like with Crown Skin and even King’s Crowning, we have really out-of-the-box marketing,” Spencer shared. “We don’t do traditional marketing.”
This strategy mirrors a shift among younger Black entrepreneurs who are leaning into social media not just for visibility but as a primary business engine. In 2023, a Shopify report found that nearly 76% of Gen Z entrepreneurs use platforms like TikTok and Instagram to launch and scale their brands.
“Don’t be afraid to be different and try out-of-the-box things,” Spencer advises the older generation of entrepreneurs.
But even with his advantage, success didn’t come easily. “I didn’t really have any mentors,” Spencer shares. “I’m first generation. I didn’t have an uncle or a father who was doing similar things…so I really had to go heads down, really teach myself things to help develop the company.”
But Spencer’s parents did instill his hustle. Raised in Chicago, he saw firsthand what grinding for a better life looked like. His father was a police officer, and his mother worked for the U.S. Postal Service.
“I grew up in a middle-class family,” Spencer shared. “My dad had multiple jobs. He was a full-time cop, but he also had several part-time jobs too. I saw my dad just grind and hustle. But beyond that, he also invested in real estate.”
Full look: Landeros | Shoes: Paul Smith
That mindset carried Spencer through college, where he earned a degree in economics from Connecticut College, and into real estate investing, then the corporate tech world, before launching two companies that have since generated millions in revenue.
Spencer isn’t slowing down. He envisions Crowned Skin becoming a “one-stop shop for everything men’s grooming,” with expansion into retail and new product lines already in motion.
“We’re doing great online, but people want to see us on shelves. We’re working on it,” he teases. He’s also thinking even bigger. “You might see us on TV soon,” he adds.
But at its core, Spencer’s mission is about more than moisturizers or million-dollar milestones. It’s about breaking barriers and building a legacy.
Check out the full interview.
Editor-in-Chief and Art Director: Eric Keith
Photographer: JD Barnes
Fashion Stylist & Creative Director: Mickey Freeman Represented by The Only Agency
Stylist Assistant: Kris Fraser
Groomer: Cheryl Bergamy
Videographer: Lawrence Pitts
Grapher Designer: Tyline Burgess
