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It’s a 10 Haircare launches in the UK

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It’s a 10 Haircare, an independent brand popular with salons in the US, has launched in the UK.


Launched 15 years ago by CEO Carolyn Aronson, It’s a 10‘s products are now available in more than 25,000 independent salons and 15,000 salon chains across the States, including Ulta and Regis.


“It’s a 10 haircare has grown by leaps and bounds,” said Carolyn. “We are very excited to launch into the UK. Taking It’s a 10 the international market has been a long-term goal of mine.”


Concept Hair was lucky enough to catch up with Carolyn last month at Salon International. Check out the video below.



It’s a 10 prides itself on being an independent haircare brand providing innovative solutions to anyone contending with lacklustre hair. Its leave-in conditioner combines 10 benefits, usually attained by using a combination of haircare products, into an all-in-one gold standard formula for all hair types.


Hair stylist to CEO


Having started out as a hair stylist and with experience of running her own salon, Carolyn was perfectly placed to spot a gap in the market. A previous business failing had left her with precious little to invest, but that didn’t stop her launching It’s a 10.


“The range was born out of frustration with brands that produce dozens of products with single benefits and hard-to-follow claims. I envisioned a line that was for everyone and delivered full, salon-quality results in just one bottle,” she said.


Carolyn wanted to get her product into the hands of hairdressers and consumers so created a massive sampling campaign as opposed to traditional marketing. Fast forward 15 years and she has now turned down multiple nine-figure offers for her business as she is committed to the continued independent success of It’s a 10.


Marketing like no other beauty brand, It’s a 10 was the first independent haircare brand to run a national Super Bowl spot, proudly featuring individuals from all walks of life.


In 2017, It’s a 10 Haircare founded ‘National Love Your Hair Day’ on 10th October to champion diversity in beauty and challenge everyone to embrace their uniqueness. The brand continues to celebrate this day every year with activities across the US, including a Times Square takeover and national sampling campaign that distributes more than 100,000 Miracle Leave-Ins.

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