It’s a 10 Haircare is stepping into a vibrant new era with the announcement of its latest brand spokesperson and a fresh look. The iconic haircare line, which is poised to mark its 20th anniversary in 2026, has chosen Khloé Kardashian as the face of its anniversary campaign. This partnership marks the first time the brand has engaged a celebrity ambassador, with plans for a comprehensive rebranding set to launch in the coming months.
Kardashian shared her enthusiasm for the collaboration, stating, “Whenever I partner with someone, I take such pride in choosing brands I genuinely use in my daily life. I’ve been a fan of It’s a 10 Haircare for many years, and now I even use it on my daughter, True. I was thrilled when they reached out to me as a fan.”
Carolyn Aronson, founder and CEO of It’s a 10, explained the motivation behind this collaboration: “We’re excited to generate buzz around our brand. Turning 20 is a milestone, and we want everyone to know we’re just as fresh and innovative today as we were when we started. Our commitment to creating exceptional products remains unwavering, and with the advancements in technology, I feel like a kid in a candy store.”
The brand has successfully evolved while maintaining a loyal customer base. Aronson highlighted the success of their signature leave-in product, saying, “We sell over 11 million bottles per year. Our cult following speaks for itself. However, we’ve never had a public face before. It took me a year and a half to decide on a partner. Khloé embodies authenticity; she’s continually evolving and has stunning hair. Plus, she’s new to this realm.”
Kardashian first discovered the efficacy of It’s a 10 Haircare through her hair stylists and began incorporating the products into her routine. She noted, “We often underestimate the toll that styling takes on our hair. As someone who is exposed to constant heat from blow dryers and coloring, I’ve learned the importance of maintaining hair integrity. Hydration, protection, and regular deep conditioning can make a huge difference in hair health.”
The partnership with Kardashian is part of a broader strategy to celebrate It’s a 10’s 20th anniversary, which includes Aronson’s upcoming book release in October and numerous marketing initiatives. “We have a series of retail activations planned,” Aronson mentioned. “These will include in-person events, social media promotions, and a grand celebration in Miami.”
Discussing the campaign’s visibility, Aronson stated, “We’re partnering with specialty retail facilities to create stunning displays. At 20 years old, it’s the perfect time to present a refreshed brand image. While many recognize It’s a 10 as a leave-in brand, we offer a diverse range of over 80 unique hair products tailored to every hair type.”
As It’s a 10 Haircare embarks on this exciting new chapter, the combination of a celebrity endorsement and a renewed branding vision is set to captivate both new and loyal customers, highlighting the brand’s commitment to innovation and quality in haircare. This strategic move not only aims to enhance brand visibility but also reinforces the company’s message that great hair is achievable for everyone.
