Our Founder

Carolyn Aronson is a successful entrepreneur, philanthropist and the founder and CEO of It’s a 10 Haircare, one of the only female-owned professional hair care brands in the world.

A self-made entrepreneur, Aronson began her career with 20+ years as a hair stylist and salon owner, and continues to hold licenses in multiple states.  It’s a 10 Haircare was born out of her frustration with brands that produced dozens of products with single benefits and hard-to-follow claims. She envisioned a line that was for everyone and delivered full, salon-quality results in just one bottle. She began with a star product, Miracle Leave-In, and the line quickly rose to fame through pro hair stylists, who shared the cult-favorite product with their clients.

Now a successful, global hair product company with a passionate celebrity and consumer following, It’s a 10 Haircare products are sold in more than 25,000 professional independent salons and 15,000 professional salon chains like Ulta, and Regis.

Carolyn’s brand has helped women and men across the globe look and feel their best, while also allowing Carolyn to pursue her key priorities: Making the world a better place, raising a successful family and creating a culture that embraces diversity. With her kind and creative nature, she’s designed and continues to run several meaningful initiatives:

Giving back to the communities that have supported It’s a 10 Haircare is also a priority. Carolyn’s life is intertwined with her customers and devoted fan base that has made the difference through feedback, shared stories and heartfelt recommendations. These are just a few of the advocacy programs they’ve supported:

    • Beauty Changes Lives
    • Comfort Cases
    • Puerto Rico Hurricane Relief Efforts
    • Right Action for Women (Christina Applegate’s Breast Cancer Foundation)
    • Boys and Girls Club
    • Children’s Diagnostics
    • Red Cross America
    • Selfless Love Foundation 
    • City of Hope
    • The Trevor Project 
    • Worth up Alliance
    • Good 360
    • Children’s Harbor
    • Best Buddies International 
    • Latinas & Power Corp. Advisory Council Board Member (2024)

In 2017, Carolyn made history as her company became the first indie-owned (not to mention female-owned) hair care brand to run a national Super Bowl spot. Proudly featuring individuals from all walks of life, Carolyn positioned the spot as a tribute to celebrating our nation’s diversity and to bringing Americans together, one hairstyle at a time. “This ad captures the true diversity within American culture – we are all perfectly imperfect in our own way,” she said. “I’ve always gone where they don’t go, and there is no better time to push the envelope.”

Later that year, it’s a 10 Haircare founded National Love Your Hair Day on October 10th to champion diversity in beauty and challenge everyone to embrace their uniqueness. The brand continues to celebrate this important holiday year after year with huge activations across the country, including a Times Square takeover and national sampling campaign that distributed more than 100K Miracle Leave-Ins.