It's a 10 Haircare
It's a 10 Haircare is a privately held, female-founded professional haircare brand selling multi-benefit leave-in conditioners, shampoos, styling products, and tools via DTC e-commerce, Ulta Beauty, Sally Beauty, and a professional salon channel serving consumers across all hair types.
- Company typePrivate
- Founded2005
- HeadquartersFort Lauderdale, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What It's a 10 Haircare does
It's a 10 Haircare is a privately held, female-founded and female-owned professional haircare company established in 2005 by CEO Carolyn Aronson, a hairstylist with 20+ years of salon experience. The company builds multi-benefit haircare formulations organized into distinct collections (Conditioning, Keratin, Silk Express, Volumizing, Potion, Blow Dry, Blonde, Coily, Scalp Restore, Clear, Styling, and Men's), with the signature Miracle Leave-In as the hero SKU, reportedly selling 17 million bottles annually. Core technology centers on proprietary leave-in conditioning formulations combining premium salon-quality ingredients such as hydrating botanicals, restorative keratin, and silk proteins; the brand's "10 benefits per bottle" positioning differentiates it from single-benefit competitors.
The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce (itsa10haircare.com) with mass-market retail partnerships (Ulta Beauty and Sally Beauty) and a dedicated professional salon channel (itsa10pro.com) for licensed stylists. Pricing spans roughly $13–$99 across individual SKIs, hair tools, and bundled kits, with free shipping over $35 and a Miracle Rewards Club loyalty program supporting retention. Marketing relies on celebrity ambassadors (Khloé Kardashian as Global Brand Ambassador since 2024), earned media placements in major publications, content marketing via hair-guide blogs, and experiential activations including Uber and blimp advertising. The company also extends the brand through sub-brands Be A 10 Cosmetics and Hair Ex10sions.
The brand is Leaping Bunny certified cruelty-free and female-owned, with operations described as USA-rooted but distributed worldwide through e-commerce. A 2024 rebrand ("New Era, Same 10") refreshed packaging and visual identity to mark the 20th anniversary, anchoring a renewed growth push across product, channel, and segment expansion.
It's a 10 Haircare firmographics
Firmographics- Name
- It's a 10 Haircare
- Legal name
- It's a 10 Haircare
- Website
- https://itsa10haircare.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- It's a 10 Haircare is a privately held, female-founded professional haircare brand selling multi-benefit leave-in conditioners, shampoos, styling products, and tools via DTC e-commerce, Ulta Beauty, Sally Beauty, and a professional salon channel serving consumers across all hair types.
- Ownership category
- akta.pro rank
It's a 10 Haircare industry classification
Industry- Product category
- Professional Haircare Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)
- akta.pro secondary industries
- Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM), Professional Hair Styling & Finishing (CRABALAC)
Keywords
Where It's a 10 Haircare is headquartered
LocationHeadquarters
- HQ city
- Fort Lauderdale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
It's a 10 Haircare business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D
Revenue model
- Consumer Haircare Products: Direct-to-consumer and retail sales of haircare products including leave-in conditioners, shampoos, conditioners, hair masks, styling products, and hair tools. Products sold at various price points from $13 to $99. Revenue generated through own e-commerce platform and major retail partners.
- Professional/Salon Channel: Products sold through salon professionals and licensed professionals channel (itsa10pro.com). Professional-grade formulations for salon use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Leave-In Conditioners |
| Unit Pricing | Pay-as-you-go | Shampoo Products |
| Unit Pricing | Pay-as-you-go | Conditioners & Hair Masks |
| Unit Pricing | Pay-as-you-go | Styling Products |
| Unit Pricing | Pay-as-you-go | Hair Tools |
| Unit Pricing | Pay-as-you-go | Kits & Bundles |
| Unit Pricing | Pay-as-you-go | Men's Products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
It's a 10 Haircare product offering
Product offeringCore offering
It's a 10 Haircare is a professional haircare brand that manufactures and sells a multi-benefit line of haircare products including leave-in conditioners, shampoos, daily and deep conditioners, hair masks, styling products, hair brushes, and men's grooming products. The hero product is the Miracle Leave-In conditioner, which delivers 10 benefits per bottle. Products are sold under collections targeting different hair types and concerns (Conditioning, Keratin, Silk Express, Volumizing, Potion, Blow Dry, Blonde, Coily, Scalp Restore, Clear, Styling, Men's).
Product overview
It's a 10 Haircare is a professional haircare brand offering a comprehensive portfolio of hair care products organized into multiple collections. The brand's signature product line centers on leave-in conditioners, with the flagship It's a 10 Miracle Leave-In as the hero product. The product range includes: Conditioning Collection (core moisturizing products), Keratin Collection (protein fortifying formulas), Silk Express Collection (silk-infused smoothing products), Volumizing Collection (lightweight volume products), Potion Collection (deep moisture for damaged hair), Blow Dry Collection (heat protection and shine products), Blonde Collection (brassiness treatment for blonde hair), Coily Collection (textured/coily hair products), Scalp Restore Collection (scalp health products), Clear Collection (clean ingredient products), Styling Collection (finishing products), and Men's Collection (He's A 10). The brand also offers hair tools including brushes and provides bundled kits for complete hair care routines.
Differentiator
Problem solved
Functional benefit
Products and services
- Miracle Leave-In Conditioner Product Line The brand's flagship multi-benefit leave-in conditioner family delivering 10 benefits per bottle across 11+ specialized variants addressing every hair type (Original, Keratin, Silk Express, Volumizing, Blonde, Coily, Potion, Blow Dry, Scalp Restore, Clear, Fragrance Free). The hero Miracle Leave-In sells 17 million bottles annually.
- Miracle Shampoo Product Line Daily haircare shampoos offered across nine specialized variants targeting different hair needs, including moisture, keratin fortification, silk smoothing, volumizing, blonde brightening, glossing, scalp restoration, coily hydration, and damaged hair recovery.
- Miracle Conditioner & Hair Mask Product Line Rinse-off daily conditioners, deep conditioners, and intensive hair masks addressing repair, restoration, smoothing, moisture, blonde-specific concerns, coily hair nourishment, and scalp tingling across multiple specialty collections.
- Miracle Styling Product Line Styling and finishing products including finishing sprays, styling mousses, texture fibers, blow-dry volumizers, smoothing balms, keratin styling oils, curl creams, gelled oils, styling potions, shine elixirs, and clean-ingredient clear gels, plus the H2O Shield heat and humidity protection spray.
- Miracle Hair Tools Product Line Professional hair brushes including detangling, smoothing, styling, cushion, four sizes of round brushes (25mm, 33mm, 38mm, 43mm), small cushion travel brush, and a coily-hair specific brush for textured hair.
- He's a 10 Men's Product Line Multi-functional men's grooming line featuring a 3-in-1 shampoo, conditioner and body wash combined with a high-end fragrance, and a defining styling gel designed to simplify men's hair care routines.
- Miracle Kits & Bundles Curated product kits and bundles combining multiple products for complete haircare routines targeting specific concerns (moisture, keratin repair, volume, gloss, coily care, scalp reset, blow-dry styling) priced from $29.99 to $99.00.
Quantifiable outcome
- 17 million bottles sold annually of Miracle Leave-In
- +1 more outcomes
Companies that use It's a 10 Haircare
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles2 records
It's a 10 Haircare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
It's a 10 Haircare partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Khloé KardashianflagshipGlobal Brand Ambassador since 2024. Leading the brand's 20th anniversary rebrand with refreshed packaging and visual identity. Featured in major retail events including Ulta Beauty World launch. Ambassador quote: 'This is a brand that has built real credibility and trust over time. What makes this partnership especially exciting is that it's evolving visually with a fresh new look, while keeping the formulas people love exactly the same.'
- Ulta BeautycoreMajor retail partner hosting the brand's 20th anniversary rebrand launch event. Primary physical retail presence for the brand.
- Sally BeautycoreNational beauty supply retailer partner for It's A 10 products.
- Justine SkyeminorCelebrity ambassador serving as the face of the Coily Miracle collection for textured hair.
- Erika La' PearlminorCelebrity makeup artist serving as brand ambassador for Be A 10 Cosmetics line.
- UberminorBespoke Uber advertising campaign targeting beauty shoppers at point of purchase.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
It's a 10 Haircare competitors and assessment
Company assessmentDirect peers
- Amika: Amika is a Brooklyn-based prestige haircare brand with strong salon and Ulta Beauty distribution, directly overlapping with It's a 10's target market. Both brands emphasize stylized, multi-benefit products and have built cult followings across hair types.
- Kérastase: Kérastase is L'Oréal's flagship professional haircare brand, competing directly with It's a 10 in the salon channel and prestige retail. Both brands emphasize ingredient efficacy, multi-step regimens, and high-end positioning; Kérastase operates with substantially larger R&D and marketing budgets.
- Pureology: Pureology is L'Oréal's professional color-care brand, overlapping with It's a 10's Blonde/Color-Treated collection and broader salon positioning. Both brands target stylists and color-treated consumers, with Pureology holding deeper professional salon penetration.
- Living Proof: Living Proof is a science-driven premium haircare brand previously owned by Unilever. It competes directly with It's a 10's multi-benefit proposition and proprietary technology positioning, primarily through prestige retail and professional channels.
- Briogeo: Briogeo is a female-founded, clean-ingredient haircare brand sold at Sephora and Ulta. It competes directly with It's a 10 in the same prestige multi-benefit positioning, particularly in textured hair and scalp care segments.
- Olaplex: Olaplex is a prestige haircare brand built around proprietary bond-building technology, directly competing with It's a 10 in the multi-benefit, salon-quality consumer haircare segment. Both brands sell through prestige retail (Sephora, Ulta) and professional channels and have built hero SKUs with cult followings.
- Verb: Verb is an accessible-prestige haircare brand distributed through Ulta Beauty, directly competing with It's a 10 in the same retail aisle and trade-up consumer segment. Both brands emphasize professional-quality results at accessible price points.
- Moroccanoil: Moroccanoil is a global haircare brand whose identity is anchored in a single hero product (Moroccanoil Treatment), paralleling It's a 10's Miracle Leave-In-led strategy. Both brands have built professional salon credibility and translated it into mass retail and DTC presence.
Broad incumbents
- Redken: Redken is an L'Oréal-owned professional haircare brand with deep salon heritage and broad mass-premium distribution. It represents a well-funded incumbent that competes across most of It's a 10's product categories, particularly in the professional salon channel.
- Paul Mitchell: Paul Mitchell is a long-established professional haircare brand with salon channel credibility and broad retail presence. It competes with It's a 10 across shampoos, conditioners, and styling products within the salon distribution ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
It's a 10 Haircare social profiles
Digital presenceIt's a 10 Haircare compliance and trust
Trust signalCompliance1 record
It's a 10 Haircare financial estimates
Financial estimateRevenue estimate
Valuation estimate
It's a 10 Haircare leadership team
Management profileNumber of profiles
Profiles1 record
It's a 10 Haircare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
It's a 10 Haircare M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about It's a 10 Haircare
What does It's a 10 Haircare do?
It's a 10 Haircare is a professional haircare brand that manufactures and sells a multi-benefit line of haircare products including leave-in conditioners, shampoos, daily and deep conditioners, hair masks, styling products, hair brushes, and men's grooming products. The hero product is the Miracle Leave-In conditioner, which delivers 10 benefits per bottle. Products are sold under collections targeting different hair types and concerns (Conditioning, Keratin, Silk Express, Volumizing, Potion, Blow Dry, Blonde, Coily, Scalp Restore, Clear, Styling, Men's).
Is It's a 10 Haircare a public or private company?
It's a 10 Haircare is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was It's a 10 Haircare founded?
It's a 10 Haircare was founded in 2005. It employs 11 to 50 people.
Where is It's a 10 Haircare based?
It's a 10 Haircare is headquartered in Fort Lauderdale, United States, in the North America region.
How does It's a 10 Haircare make money?
Two revenue lines are on record. Consumer Haircare Products are the primary driver. The others are professional/Salon Channel.
Who are It's a 10 Haircare's main competitors?
Direct peers on record are Amika, Kérastase, Pureology, Living Proof, Briogeo, Olaplex, Verb and Moroccanoil. Broad incumbents are Redken and Paul Mitchell.
Does It's a 10 Haircare have an API?
No public API is recorded for It's a 10 Haircare.
What industry is It's a 10 Haircare in?
It's a 10 Haircare's product category is Professional Haircare Products. Its primary akta.pro industry code is CRABALAB, Professional Hair Care (Shampoo, Conditioner, Treatments), with a secondary code of CRABABAA, Shampoo & Scalp Cleansers. Its NAICS code is 456120 and its SIC code is 2844.