For 20-year-old self-funded brand It’s a 10 Haircare, long-term success has come through business makeovers.
CEO Carolyn Aronson had been working in salons since she was 16 and was sick of using a bunch of single-benefit products. So at age 39, she sought to create an all-in-one solution. She launched It’s a 10 and its hero product, Miracle Leave-in, in 2006, creating a launchpad for Aronson’s hair empire. The product now sells more than 10 million bottles annually, and the company has expanded to a slew of hair products and sub-brands, grossing $500 million in annual sales.
