IT'S A 10® HAIRCARE'S NEW ERA TAKES OVER NYC AND LA WITH "THE FACELIFT OF AMERICA'S #1 LEAVE-IN" OOH CAMPAIGN

Celebrating 20 Years of Award-Winning Haircare, the Brand Unveils Its New Era Across Four High-Impact Billboards Generating Over 26 Million Estimated Audience Impressions

MIAMI, Nov. 11, 2026 /PRNewswire/ -- It's a 10® Haircare is bringing its bold new look to the forefront with a high-impact out-of-home (OOH) video campaign celebrating 20 years of award-winning haircare innovation. Marking the next chapter in the brand's evolution, the campaign makes a larger-than-life statement across some of the most recognizable intersections in New York City and Los Angeles, announcing "America's #1 Leave-In Just Got a Facelift."

Running through November 16, 2026, the campaign spans four high-visibility digital billboard placements, generating a combined 26.3 million estimated audience impressions. From the bright lights of Times Square to downtown Los Angeles, the campaign puts the spotlight on the brand's newly reimagined identity and its iconic Miracle Leave-In, introducing a refreshed look for the products that defined the multifunctional haircare category.

At the center of the campaign is an original, visually striking video concept that gives the brand's packaging transformation a bold, unexpected twist. Opening with the statement "America's #1 Leave-In Just Got a Facelift," the creative brings the rebranded Miracle Leave-In to life through futuristic visuals, metallic robotic hands, and vibrant pink and purple accents. Through immersive, three-dimensional visual effects, the iconic products appear to extend beyond the billboard screen, creating the illusion of the bottles emerging into the surrounding cityscape. The larger-than-life reveal blends playful, beauty-inspired imagery with cutting-edge digital storytelling, transforming traditional billboard advertising into an eye-catching visual experience. The video concludes with a prominent "Exclusively at Ulta Beauty" message, directing consumers to discover the brand's new look at its exclusive retail launch partner.

The campaign's four high-impact placements include three prominent New York City billboards in the heart of Times Square, located at 20 Times Square (7th Avenue and 47th Street), Broadway and 46th Street, and 7th Avenue and 43rd Street, alongside a major Los Angeles placement at Figueroa Street and Pico Boulevard. Together, these high-traffic locations represent an estimated 3.29 million daily audience impressions and more than 26 million estimated audience impressions over the eight-day campaign, based on projected audience exposure across all four billboard placements.

The OOH campaign marks the latest milestone in It's a 10® Haircare's comprehensive "New Era. Same 10." brand transformation, which debuted exclusively at Ulta Beauty stores nationwide and Ulta.com on November 2, 2026. Celebrating its 20th anniversary, the brand has unveiled its most extensive portfolio evolution to date, reimagining more than 80 SKUs with modernized packaging, refreshed visual branding, expanded collections, and a pipeline of new innovations. At the forefront is the brand's category-defining Miracle Leave-In, America's #1 leave-in treatment, with more than 11 million bottles sold annually in the United States. The campaign celebrates the evolution of the brand's iconic packaging while reinforcing the award-winning, salon-quality performance consumers have trusted for two decades. The reengineered packaging components, including the ergonomically designed bottles and sprayers were engineered for improved functionality, a more seamless application experience, and elevated performance. While the bottles have received a facelift, the beloved formulas and award-winning performance that consumers have trusted for two decades remain unchanged.

Extending well beyond the billboards, It's a 10® is supporting its rebrand with a comprehensive, multi-channel marketing campaign designed to drive widespread awareness, engagement, and retail discovery. The initiative includes a major influencer marketing campaign featuring a diverse roster of digital creators, alongside an expansive organic PR seeding initiative delivering the newly reimagined collection directly into the hands of media, beauty editors, celebrity hairstylists, and influential tastemakers. Further amplifying the campaign is entrepreneur and cultural icon Khloé Kardashian, who joined It's a 10® as its first-ever celebrity partner and Global Brand Ambassador. Through an integrated partnership spanning digital content, social media, retail, and experiential activations, Kardashian is helping introduce the brand's new look to a broader audience while celebrating the award-winning performance that has made It's a 10® a household name for two decades.

With its refreshed identity now taking center stage in major cities, on retail shelves, and across digital platforms, It's a 10® is continuing to build momentum around its next chapter, connecting longtime loyalists with a new generation of consumers discovering the brand for the first time.

The rebranded It's a 10® Haircare collection is available now on Ulta.com and Ulta Beauty stores nationwide. 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, ahead of an expanded worldwide retail rollout. 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 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