Innovating since 1998.
Our story began with the idea that feeling good about your hair should be easy. Over the years, hair care has gotten confusing. Many brands have filled store shelves with an array of products that only seem to accomplish one thing. People have had to create their own concoction of products to get the results and hair health they are looking for.
It’s a 10 has changed that. Our hair care products provide exceptional results designed to deliver a combination of 10 benefits – all in one bottle.
OVER 25 YEARS LATER, IT'S A 10 HAS BECOME THE BEST.
Now, through our exclusive professional salon formulas, you can enjoy shine, hydration and healthy movement with just one product. We call it “strength in simplicity” and it will undoubtedly change the way you think about hair care. After over 25 years in the making, It’s a 10 has become the best.
The story of Carolyn Aronson — Founder, CEO, and the force behind It’s A 10 Haircare
Carolyn Aronson is a self-made entrepreneur, visionary leader, and the powerhouse behind It’s A 10 Haircare. With more than 20 years behind the chair as a professional stylist and salon owner, she saw firsthand the need for products that actually delivered on their promises. Frustrated by complicated routines and one-note formulas, she set out to create a haircare line that was simple, effective, and made everyone feel like a 10. Her first product, Miracle Leave-In, became an instant cult favorite—and a global phenomenon.
Today, Carolyn is one of the few female founders to fully own a professional beauty brand sold in over 40,000 salons and retailers worldwide. As CEO, she’s grown It’s A 10 into a household name while launching sister brands like Be A 10 Cosmetics and Rewind It 10 for men. Her journey is more than a business story—it’s a mission to empower people through beauty, authenticity, and bold innovation.
A visionary brand-builder.
Carolyn turned a single product idea into a global beauty empire. From the cult-classic Miracle Leave-In to the launch of multiple brands like FAST Haircare and Rewind It 10, she’s built an ecosystem of beauty solutions rooted in simplicity, quality, and results.
A trailblazer for women everywhere.
As one of the only female entrepreneurs to wholly own a professional haircare brand, Carolyn shattered industry norms. She took full ownership of It’s A 10 in 2017 and has since scaled the business to international acclaim—all while remaining the face, voice, and heart of the brand.
From stylist to philanthropist.
Giving back is in Carolyn’s DNA. From hurricane relief in Puerto Rico to major initiatives with the Trevor Project, Comfort Cases, and GMA’s Hair Heroes, she continually uses her platform to uplift communities, celebrate diversity, and champion social impact.
An innovator at her core.
Carolyn doesn’t wait for permission to innovate. Whether it’s launching a Super Bowl commercial as an indie brand, founding National Love Your Hair Day, or acquiring and rebranding companies like Nisim®, she constantly pushes the boundaries of what beauty entrepreneurship can look like.
Thanks for being a perfect 10.
At It’s a 10, every bottle, every formula, and every breakthrough exists because of you—our loyal customers, stylists, and beauty lovers around the world. Your trust, stories, and passion inspire us to keep innovating, giving back, and creating products that make you feel like the 10 you truly are. Thank you for being part of this incredible journey.
