It’s a 10 Haircare taps Khloé Kardashian as ambassador, plots packaging rebrand, book release for 20th anniversary
The landscape of the beauty industry is constantly evolving, and It’s a 10 Haircare, under the visionary leadership of CEO and founder Carolyn Aronson, is poised for a significant transformation as it celebrates two decades of remarkable achievement. Leveraging two decades of consistent success and an impressive annual retail revenue of $500 million, the brand is embarking on its most ambitious expansion to date. This strategic pivot includes the appointment of its first-ever global spokesperson, a comprehensive packaging rebrand, and the highly anticipated release of an autobiographical book chronicling the inspiring journey of Aronson, a self-made billionaire and the sole owner of It’s a 10 Enterprises.
A Haircare Phenomenon: The Genesis of It’s a 10
The story of It’s a 10 Haircare began in 2006, rooted in the deep experience of Carolyn Aronson as a seasoned hairstylist and salon owner. Her vision was to create a professional hair-care line that simplified complex routines with multi-functional products. The brand’s inception was marked by a single, revolutionary product: the Miracle Leave-In spray. This $21 formula rapidly became a cult favorite due to its exceptional ability to hydrate, smooth, condition, defrizz, and protect hair in one application.
Aronson’s initial strategy for market penetration was highly effective. The product was first seeded to professional hairstylists, building credibility and generating word-of-mouth within the industry. This grassroots approach paved the way for wider distribution, with the brand soon entering major retail channels such as Ulta Beauty, Target, Sally’s Beauty, Cosmoprof, SalonCentric, and Amazon, while simultaneously maintaining a strong direct-to-consumer (DTC) presence. This multi-pronged approach ensured accessibility for both professional stylists and everyday consumers.
Exponential Growth and Global Reach
The success of the Miracle Leave-In spray was not a fleeting trend; it laid the foundation for sustained growth and brand expansion. Today, It’s a 10 Haircare sells approximately 11 million bottles of its Miracle Leave-In variations annually in the United States alone. The brand’s international footprint has also expanded significantly, with its products now available in 140 markets worldwide. Beyond its flagship product, It’s a 10 Haircare has strategically diversified its portfolio, launching several standalone product lines that cater to a broader spectrum of consumer needs. These expansions include offerings in hair color, color cosmetics, hair extensions, and a dedicated men’s product line, demonstrating a commitment to becoming a comprehensive beauty solution.
Collectively, these diverse product lines generate a formidable $500 million in annual retail revenue, a testament to Aronson’s astute business acumen and the enduring appeal of the brand’s core philosophy. "We’ve had the ups and downs," Aronson shared, reflecting on the brand’s journey. "In 2025, we were up almost 4%. In this climate, that’s not an easy thing for brands to do." This resilience in a competitive market underscores the strength of It’s a 10 Haircare’s brand equity and its ability to adapt to changing consumer demands.
Strategic Diversification and Recent Innovations
The year 2025 has been a period of significant strategic development for It’s a 10 Haircare. In a move to capture the attention of a younger demographic, the company launched Cloud Haircare, a line of vegan, Gen-Z-focused hair products. Priced accessibly at around $10, these products are specifically designed to resonate with the values and preferences of younger consumers and are available at major retailers like CVS and Walmart.
Simultaneously, Aronson expanded the core It’s a 10 Haircare range with Clear, a collection of transparent care and styling products. This line addresses a growing consumer demand for formulations free from dyes, silicones, and other ingredients that have fallen out of favor. Furthermore, 2025 marked It’s a 10’s first acquisition with the integration of F.A.S.T., a niche Canadian brand renowned for its clinically proven hair products centered around a fortified amino scalp therapy system. These strategic moves highlight Aronson’s forward-thinking approach, aiming to broaden market appeal and fortify the company’s position across various consumer segments.
A New Era Begins: Khloé Kardashian Joins as Global Brand Ambassador
As It’s a 10 Haircare looks towards 2026, Aronson is ushering in a new era with the announcement of its first global brand ambassador. The search for the right individual was a deliberate and extensive process. "We have been on a search for quite some time to find the perfect person," Aronson revealed. "We have gotten organic support from [many celebrities] publicly [in the past, but] we never paid them a dime. So when we chose someone, we wanted to make sure they chose us, too."
This meticulous selection process culminated in the partnership with Khloé Kardashian, announced on April 10. Kardashian’s role as global brand ambassador will encompass a comprehensive multi-channel campaign, including a series of public appearances, extensive advertising, and engaging short-form video content throughout the year. The partnership is designed to be more than a transactional endorsement. "This wasn’t just a pay and play kind of a thing," Aronson emphasized. "[Kardashian] really believes in it so much, has used the products for years, and just has a passion for the products, the brand and the story of the company, because our story is unique."
Kardashian herself expressed enthusiasm for the collaboration. "It’s amazing to join the brand as it celebrates 20 years and prepares to step into a new era," she stated. "That kind of reinvention – without losing what made the brand great in the first place – is really powerful."
Kardashian’s own entrepreneurial spirit and expansive media presence make her an ideal fit for It’s a 10 Haircare. In 2025, she launched her podcast, "Khloé in Wonderland," which features diverse guests and topics, including conversations with family members and prominent figures in the beauty and media industries. Furthermore, she is the co-founder of the successful fashion brand Good American, which has established a strong presence in both online and brick-and-mortar retail. Her foray into the food industry with Khloud, a line of functional snacks, and her massive social media following of 298 million on Instagram, demonstrate her significant influence and reach across multiple consumer markets. This broad appeal is expected to significantly amplify It’s a 10’s brand visibility.
A Revitalized Brand Identity: The Packaging Rebrand
Kardashian’s appointment coincides with a significant overhaul of the brand’s packaging. "We are totally rebranding, … [but] we’re still going to look like It’s a 10," Aronson assured. The company’s commitment to preserving brand recognition while embracing a fresh aesthetic is paramount. "We worked incredibly hard to make sure we stay true to the brand, because I think it’s crucial. I’ve watched the nightmare stories where companies go a whole other way, and you don’t even know they’re the same company."
The rebranding initiative is meticulously planned to ensure a smooth transition for consumers. The company will focus on communicating that while the packaging is evolving, the beloved formulas will remain unchanged. The phased rollout of the new packaging is scheduled to commence in the summer of 2026, beginning with a three-month exclusivity period at Ulta Beauty. This will be followed by an official rebrand launch event. The primary focus will be on the U.S. market, with a gradual expansion into the brand’s 130 international markets.
The overarching theme of the rebrand campaign is "salon-level reinvention, at home." This message is designed to resonate with consumers seeking professional results in the comfort of their own homes, a concept deeply intertwined with Kardashian’s personal narrative of reinvention. Her past role as host of the makeover show "Revenge Body" and her candid discussions about personal transformations further align with this campaign ethos.
"Lift, Hold, Shine": Carolyn Aronson’s Literary Debut
Beyond the brand’s strategic marketing and product developments, Carolyn Aronson is also stepping into the spotlight with her autobiographical book, "Lift, Hold, Shine." Scheduled for release on October 6 by Simon and Schuster, the book is described by the publisher as a "vulnerable and inspiring memoir." Aronson has dedicated three years to crafting this narrative, offering readers an intimate look into her life and career.
The book’s release is anticipated to be a significant cultural moment for Aronson and the brand. "For about 25 years, I’ve been envisioning a movie [about my life]," Aronson shared, revealing her long-held aspirations. "That’s kind of how my mind works, anyway. I always have this kind of foresight and this ability to think eons ahead, and then I kind of work backward from there and do everything possible to make those visions come to life." To commemorate the launch, Aronson will host a lavish event on October 10 in Miami, her base of operations, drawing hundreds of attendees.
This initiative is part of a broader strategy to elevate brand awareness and position Aronson as a more public-facing figure. Despite her success, Aronson remains grounded and somewhat private. "I don’t like to boast, you know? I’m kind of a private person," she admitted. "I want people to love the products, love the brand, understand what my life is committed to and enjoy it. … I always say, ‘In my 40s, I was justified; in my 50s, I was finally recognized.’" Her personal journey, marked by perseverance and eventual recognition, serves as a powerful narrative that can inspire aspiring entrepreneurs and consumers alike.
Future Outlook: Continued Independence and Brand Building
Looking ahead, Carolyn Aronson has expressed a clear vision for the future of It’s a 10 Haircare. She is not contemplating selling or merging the company with a larger conglomerate, nor is she considering an Initial Public Offering (IPO) or investing in manufacturing facilities. Her strategy is focused on sustained organic growth and continued brand expansion.
"At this point, we might as well just keep going, keep adding on, building more brands and kind of becoming the next beauty mogul," Aronson stated. Her ambition is to maintain the company’s privately held status, allowing for agility and a direct connection to her vision. "I just want to keep doing what I love and keep doing what we’re doing, because it’s working – and we’re one of the few privately owned companies that are doing this type of thing." This commitment to independence and organic growth positions It’s a 10 Haircare as a unique player in the beauty industry, one that prioritizes authenticity and long-term vision over external pressures.
The confluence of a major brand ambassador, a comprehensive rebrand, and a personal memoir marks a pivotal moment for It’s a 10 Haircare. As it steps into its third decade, the brand, under Aronson’s unwavering leadership, is not just celebrating its past achievements but is boldly charting a course for future success, aiming to solidify its position as a leading force in the global beauty market.
