Founded by stylist and entrepreneur Carolyn Aronson, the brand has built its reputation on multi-benefit, salon-grade formulas, a positioning it intends to maintain as it modernizes its visual identity. The rebrand, set to roll out in...

The partnership marks the brand’s first-ever celebrity collaboration, positioning Kardashian as the face of its next chapter. Known for her own personal evolution, she aligns with the brand’s focus on consistency, confidence, and results-driven beauty....

Carolyn Aronson’s It’s a 10 Haircare is celebrating its 20th birthday by tapping Khloé Kardashian its global brand ambassador. Her appointment signals a bold new chapter with a comprehensive visual brand refresh, officials said. “Appointing Khloé...

Celebrating 20 years of category-defining innovation, It’s a 10 Haircare announces the appointment of Khloé Kardashian as Global Brand Ambassador.  This comes ahead of an upcoming new chapter with a comprehensive visual brand refresh. The refreshed identity will reinforce...

To celebrate its 20th year in the industry, cult-favourite haircare brand It’s a 10 Haircare has undergone a major glow-up and appointed Khloé Kardashian as the ultimate partner-in-shine to unveil the new look. The reality...

Khloé Kardashian understands the power of a good hair product. She's been in the public eye since Keeping Up With the Kardashians premiered in 2007. (Back then, she would spend $25 on weekly blowouts at the walk-in hair...

It's a 10 Haircare has a new spokesperson - and some new branding to boot.  The brand, which is turning 20 in 2026, has tapped Khloé Kardashian for its anniversary campaign., marking the brand's first...

Rating success on a scale of 1-10, It’s A 10 has been living up to its moniker. The haircare band, founded 20 years ago by former hairdresser and salon owner Carolyn Aronson, is growing its presence across...

Come for the formula, stay for one “you smell amazing” after another. It’s A 10 leave-in conditioner is the ultimate multi-hyphenate — the EGOT of awards season, if you will. With just a few sprays, it’ll detangle,...