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,...

It’s a 10: The haircare brand transformed its signature “10” into a game-day moment. The intention was that when the total of the two teams’ scores added up to 10 at the end of a quarter,...

Best for Shine: It's a 10 Miracle Leave-In Lite With 10 Benefits The chamomile extract in this formula is soothes the scalp, making it safe for sensitive skin. "This will give you the same results...

Glossy 50 2025: The Accelerators Carolyn Aronson, the self-made billionaire behind It’s a 10 Haircare, has had a busy year growing her empire. It has included range extensions, college tours, the launch of a new...

Carol, 63 Her must-have beauty products: For my skin, I must always have my CeraVe Hydrating Mineral Sunscreen. For my hair, I use Pureology Strength Cure Shampoo and Conditioner and It’s A 10 Miracle Leave-In,...

Founded by Puerto Rican American entrepreneur Carolyn Aronson, this cult-favorite leave-in has become a hair-care staple for its simple promise: 10 benefits in every spritz for smooth, shiny, healthy-looking hair.   Click here for full...

 It's a 10® Haircare, the award-winning, cult-favorite professional haircare brand beloved by salon professionals and consumers worldwide, today launched a bespoke Uber Advertising campaign designed to engage beauty lovers across the country.  Click here for full...

When your scalp needs a little extra TLC, Cosmo readers grab this “phenomenal” cooling treatment. The refreshing tea tree oil–infused formula calms irritation, itchiness, and flakiness, and rebalances oily skin for a healthy, happy scalp.   Click...

It’s a 10 Clear Miracle Shine Elixir. Plant-powered shine from meadowfoam seed oil and sunflower oil gives hair a glassy finish without weight.   Click here for full article.