it's a 10

Founded in 2005 by veteran hairstylist and salon owner Carolyn Aronson, It's a 10 Haircare was created to simplify hair routines with effective, multipurpose products. Aronson, frustrated with single-benefit treatments, developed the brand's signature Miracle Leave-In, a product designed to deliver ten instant benefits—from detangling and adding shine to protecting from heat and preventing split ends. This single-product focus quickly gained a cult following among stylists and clients, establishing the brand's reputation for salon-quality results with straightforward application. Based in the US, the brand operates as one of the few female- and Latina-owned independent brands in the professional haircare market.

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