Crowning Confidence: How Darrell Spencer is Redefining Men’s Grooming with Crowned Skin
Darrell Spencer has always prioritized looking and feeling his best. While many men equate self-care with hitting the gym or indulging in a manicure and pedicure, Spencer’s approach goes deeper, blending outward grooming with inner confidence. Traditionally, the beauty industry has catered predominantly to women, but recent years have seen a surge in men’s grooming products. Although hair growth and dye products have long existed for men eager to preserve their youth, skincare is now taking center stage. Recognizing a gap in the market, Spencer, driven by his passion for grooming, saw an opportunity to create something men could truly enjoy.
“In 2020, I created my first men's grooming brand, King’s Crowning,” Spencer recalls. “A lot of men of color with textured hair are familiar with the brand. I launched it during a time when there weren’t many protective hair care options for men. I wanted to create something beyond a bonnet.” His innovation quickly gained traction, and within two years, King’s Crowning was valued at $2–$3 million.
While building King’s Crowning, Spencer identified another untapped market: skincare products for men. As someone familiar with the stigma surrounding men who prioritize their appearance, Spencer was determined to disrupt the narrative. From this idea, Crowned Skin—a collection of cologne-infused body butter and oils—was born.
“With Crowned Skin, we’re redefining masculinity by making men feel sexy while subtly challenging traditional ideas about men and beauty,” Spencer explains. “We’ve been socially conditioned to think men need to be rough and rugged to be masculine. Generational pressures and societal norms make many men uncomfortable with something as simple as washing their face, using moisturizer, or applying sunscreen—let alone body butter. The toughest challenge has been addressing those mental barriers.”
To appeal to his target audience, Spencer and his team leaned into men’s love for cologne. By infusing products with premium scents while providing high-quality hydration, Crowned Skin combines functionality with luxury. The sleek, masculine packaging complements the product’s dual purpose: grooming and confidence-building.
With a background in marketing and advertising, including stints at Google, Facebook, and LinkedIn, Spencer entered the grooming space with a distinct edge. However, he knew that traditional advertising wouldn’t be enough to succeed.
“People often think you can just run ads and achieve overnight success, but that couldn’t be further from the truth,” Spencer explains. “We’ve mastered creating engaging 15- to 30-second content that showcases how our products are used while connecting with consumers emotionally. It’s about finding a balance between paid and organic strategies.”
The results have been remarkable, and Spencer is now focused on expanding his brand. His vision for Crowned Skin is ambitious: to become an all-encompassing men’s grooming brand offering everything from deodorants and body washes to facial care and beyond. He also hopes to establish a strong retail presence, ensuring his products are accessible in major stores nationwide.
Spencer’s mission is clear: redefine men’s self-care by blending style, function, and confidence—and create a space where men feel empowered to look and feel their best.