AFTER 20 YEARS OF ICONIC HAIRCARE, IT'S A 10® UNVEILS ITS NEXT CHAPTER

The 20-year Heritage Haircare Brand Debuts a Modern New Look, Expanded Innovation Pipeline, and Retail-First Rollout While Preserving the Award-Winning Performance Consumers Trust

MIAMI, Nov. 2, 2026 /PRNewswire/ -- After 20 years of category-defining innovation, It's a 10® Haircare, the award-winning, independent professional haircare brand trusted by consumers and stylists worldwide, unveils its first-ever comprehensive brand reimagination, marking the next chapter for one of beauty's most recognizable heritage brands.

The transformation introduces a refreshed visual identity, modernized packaging architecture, elevated creative direction, and an expanded innovation strategy designed to connect with a new generation of beauty consumers while honoring the salon-quality performance that built the brand's reputation. For two decades, It's a 10® has delivered high-performance, multi-benefit products that produce visible results—and that same proven performance carries forward, even as the brand expands its portfolio with an all-new wave of product innovation.

Launching exclusively at Ulta Beauty and Ulta.com beginning November 2, the rebrand aligns the brand's visual identity with today's beauty landscape while preserving the performance consumers have trusted for two decades. Founded by a stylist behind the chair, It's a 10® continues to be guided by Carolyn Aronson's hands-on approach to product innovation and commitment to delivering visible results.

"This isn't a reinvention of who we are—it's an evolution of how we show up," says Carolyn Aronson, stylist, Founder, CEO, and sole owner of It's a 10® Enterprises. "For 20 years, we've built trust through performance, the same performance that's made Miracle Leave-In the #1 leave-in for two decades, and now we're building on that foundation with an entirely new wave of innovation. What we're introducing is a more modern, elevated expression of the brand that reflects where beauty is today and where we're headed next. It's a new era, but it's the same 10: honoring our heritage while creating a stronger foundation for future innovation and growth."

The refreshed identity will come to life through the campaign, "New Era. Same 10.," celebrating the idea that transformation doesn't require sacrificing what already works. Across updated packaging, retail experiences, social storytelling, and creative content, the campaign reinforces the brand's core promise: professional-grade performance made simple and accessible for everyday use.

Building on the rebrand, It's a 10® is also expanding its portfolio with several new product launches debuting alongside the refreshed identity, including the Miracle Styling Foam, Keratin Hair Mask, and Volumizing Glaze, along with four brand-new collections — Glossing, Curly, Intense Hydration and Texture. In total, the brand has rebranded and repackaged more than 80 SKUs this year alone — the most extensive portfolio transformations in It's a 10®'s 20-year history. Designed to address a range of hair concerns and styling needs, the launches reflect the brand's continued commitment to delivering salon-quality innovation across every hair type and texture. Four additional innovations, Miracle Dry Shampoo, Miracle Rain Gloss, Translucent Texture Powder, and Volumizing Spray, will follow shortly after, continuing the momentum into the holiday season.

At the center of the portfolio remains the iconic Miracle Leave-In, a category-defining product with more than 11 million bottles sold annually in the United States—approximately one bottle every three seconds. Known for delivering multiple benefits in a single step, the product continues to set the standard for performance across all hair types and textures.

"We're thrilled to partner with It's a 10®, one of the most iconic names in haircare, to debut its newly reimagined packaging exclusively at Ulta Beauty," said Shianna Davey, Vice President of Merchandising, Ulta Beauty. "This refresh not only modernizes the brand visually, but also enhances the overall guest experience, bringing a fresh, elevated look to an assortment our guests already know and love. It's a meaningful moment for us to offer something both new and familiar, reinforcing our commitment to innovation, exclusivity, and delivering the very best in beauty to our community."

As part of the brand's milestone year, entrepreneur and cultural icon Khloé Kardashian will support the launch as Global Brand Ambassador, helping introduce the refreshed brand identity to consumers through a multi-channel campaign spanning social media, retail, digital content, and experiential activations.

"Appointing Khloé Kardashian as our Global Brand Ambassador and first-ever celebrity partner felt like a natural fit," said Aronson. "She represents confidence, authenticity, and had already fallen in love with the brand through her professional stylists. She embodies the idea of evolving while staying true to who you are, which is exactly what this moment represents for us. After 20 years of proven results, 2026 feels like the right moment to elevate how the brand shows up in the world visually while celebrating the products that made us iconic. This rebrand is about modernizing our visual identity, expanding into a broader portfolio with new innovation, and meeting a new generation where they are."

The milestone year continued into the fall with a 20th anniversary celebration on October 10 for the brand's owned "10/10" holiday, National Love Your Hair Day, further amplifying the brand's legacy while building momentum for its next chapter.

The rebrand positions It's a 10® to connect with a new generation of consumers discovering the brand for the first time while maintaining deep loyalty among its longstanding customer base. As discovery increasingly shifts to digital and social platforms, the updated identity and expanded collections are designed to strengthen visibility, cultural relevance, and emotional resonance while remaining rooted in the performance that made the brand an industry favorite.

The rebranded It's a 10® Haircare collection is available now on Ulta.com and will begin rolling out exclusively at Ulta Beauty stores nationwide November 2, 2026. The brand's next chapter continues in January 2027 with the launch of the rebranded collection on itsa10haircare.com and the grand opening of its TikTok Shop. Follow @itsa10haircare on social media for real-time updates.

About It's a 10® Enterprises

Founded by entrepreneur, stylist and product visionary Carolyn Aronson, It's a 10® Enterprises is an independently owned beauty company built on professional-quality performance, innovation, inclusivity and accessibility. Its flagship brand, It's a 10® Haircare, celebrates its 20th anniversary in 2026 and is one of the only Latina female-owned professional haircare brands in the world, offering exceptional products through salons, beauty supply stores and retailers worldwide. Recognized for its multifunctional, award-winning products, It's a 10® Haircare is home to the category-defining Miracle Leave-In and a portfolio of salon-quality formulas. Aronson launched It's a 10® Enterprises with It's a 10® Haircare and made her first acquisition in 2023, building and naming brands under the It's a 10® umbrella ever since. Today, that portfolio encompasses It's a 10® Haircare, It's a 10® Haircare Tools, Be a 10 Cosmetics, EX10SIONS, F.A.S.T. Haircare, CLOUD Haircare, Rewind It 10 and upcoming launch, ARISE by Nisim Haircare, uniting a growing portfolio of brands designed to serve distinct consumer needs. Under Aronson's leadership, It's a 10® Enterprises continues to expand across categories, consumer demographics and global markets while remaining independently owned and grounded in the product-performance philosophy that launched It's a 10® Haircare two decades ago.

SOURCE It's a 10® Enterprises