It's a 10

In the professional haircare industry, It’s a 10 has become a trusted name for delivering salon-quality results with simplicity and efficiency. Founded in the early 2000s by Carolyn Aronson, a hairdresser and entrepreneur, the brand was created to solve a common salon challenge: finding a single product that could deliver multiple benefits in one step. The result was the now-iconic Miracle Leave-In Product, which quickly became a staple for stylists and consumers alike.

The brand’s philosophy is built around the idea that haircare should be easy yet effective. Every It’s a 10 product is designed to tackle common hair concerns—such as frizz, dryness, damage, and lack of shine—while improving overall manageability. Formulated with high-quality ingredients like keratin, aloe vera, and vitamin C, the products deliver noticeable results after just one use.

From shampoos and conditioners to styling sprays and intensive masks, It’s a 10 offers a range of solutions suitable for all hair types and textures. The brand’s signature “10 benefits in every bottle” approach means each product works to detangle, smooth, strengthen, protect, and enhance hair without the need for a complicated routine.

Loved by professional stylists, celebrities, and everyday users around the globe, It’s a 10 has earned a reputation for consistency, performance, and versatility. The brand’s vibrant, instantly recognizable blue bottles have become a symbol of dependable haircare that truly lives up to its promise.

Today, It’s a 10 continues to innovate, expanding its offerings while staying true to its mission: making beautiful, healthy hair an achievable reality for everyone—one miracle product at a time.