Keith Powers Wants Men To Take Beauty Seriously

Men have increasingly become more visible in the beauty and grooming industries with the boom of male-led beauty brands and front-facing collaborations. Just look to Pharrell's brand Human Race and A$AP Rocky's appearance in Fenty Beauty's latest campaign for examples of this audience shift.

Keith Powers also has his sights set on a slice of the beauty pie with his recent collaboration with KISS Colors & Care. With this partnernship, he aims to continue the push for men to lean away from toxic masculinity and stigmas surrounding beauty and self-care. Power's KISS Colors & Care collaboration consists of a Twist Curl Gel and a Twist King styling sponge brush, which he admits fits easily into his short, no-fuss daily haircare routine.

Yet, what's most powerful about the actor's leap into beauty isn't his four-step skincare routine, hair styling tips or need to perfect his appearance for his on-camera career. It's his desire to stand in the gap between men and beauty practices in hopes of being a bridge to a more inclusive and welcoming space for men in the beauty industry. Powers' deems keeping up with his hygiene, manicures, pedicures and other routines as being a gentleman. He's also taking the power back over his physical appearance, as it was once completely up to his parents' discretion.

Below, Powers explains why his collaboration with KISS Colors & Care is "perfect timing" and his hopes for more men to take center stage in beauty conversations.

For more on the intersection of men and beauty, check out our coverage of how Faculty is changing the perception of men's cosmetics.


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On his relationship with his hair:

I love my hair now. When I was young, I never really got to rock my hair how I wanted to, my parents would always make me shave my hair. Once I moved from my parents' place, I rebelled. I started doing whatever I wanted with my hair. Before that I would get one type of haircut or shave all my facial hair off. I'm at a place now where I express my hair however I want.

On his earliest memories of associating men with beauty routines:

I always thought my dad's hair was really nice. I remember being in the car and my dad would take a brush and brush his mustache and his hair. I'd ask him for the brush and do the same thing and I had no facial hair. As far as the industry, it was Allen Iverson and Bow Wow. I really wanted my hair to be like theirs. Iverson was one of the most influential athletes and just stylish in general from his hair to his clothes. As a kid, I wanted the AI braids so bad because he had the dopest designs. I remember either his aunt or his mom was braiding his hair on the sideline one game and I thought that was the coldest thing I'd ever seen in an NBA game.

On the role his career plays in his relation to his appearance:

I have to adjust to the industry still whereas Leonardo DiCaprio or Will Smith get to really choose in their next film how they want their hair. Except, if it's a period piece and they have to adjust to the time. If I want to go in an audition and kill it I have to understand that my look matters. If I wanted to dye my hair blonde and I'm auditioning for a role where that really doesn't make any sense, I have to change my hair or it might cost me. They might see the hair and be turned off, they might not even pay attention to the acting so, that's something for me to keep in mind.

On his beauty routine:

I wake up and depending on how my hair is feeling, I like to shampoo and condition or just condition it in the shower. I keep it simple. I also use a leave-in or oil for moisture and shine. When I know I'm going somewhere I use my KISS twist curl gel and the rubber sponge tool to style my hair. For skincare, I do my cleanser, anti-age serum, moisturizer and sunscreen.

On men in the beauty space and hopes for the future:

The stigma behind men taking so long in the morning being not masculine is toxic and ignorant. Male upkeep and male hygiene is really important, even manis and pedis. It goes a long way because guys really don't have to do that much. It's a beautiful thing when guys focus on taking care of themselves and their hair, skin and nails. I look at it as being a gentleman for real. It's what inspired me to work with KISS, to see more men stepping into the beauty world. I want to continue to see more of that and more beauty collaborations with Black artists and creatives with unapologetic hairstyles just trying cool things.