A Story Behind Every Label

Over 20 years in the making, It's a 10 has become the "go-to" product for salons and clients worldwide. This vision has revolutionized the approach to hair care by delivering results that people can see and experience - Instantly.

Our Company

Our story began with an idea that everyone should have great hair. Behind our brand is a team of creators, salons, and stylists. But our most valuable asset has been our loyal customers and clients who continue to support It’s a 10 Hair Care products. Learn More >

Our Difference

At It’s a 10, we strive to make a difference not only in our industry, but in the homes of our customers. Our standards are high, and we know you expect nothing less. Simply stated, we want the best for our hair, our environment and our world. Learn More >

Cruelty Free Products

We are a proud supporter of the Leaping Bunny Program and encourage all our customers and clients to shop cruelty-free. By shopping cruelty-free, you are supporting companies that do not test on animals throughout any phase of product development, including ingredient testing. Learn More >


We’re extremely proud and honored that so many salon professionals and consumers love the It’s a 10 line. However, it is the respect of the international salon and beauty products community that proves we’re continuing to deliver on our initial mission. Learn More >