Fast Facts about It’s a 10 Haircare:
- multinational hair brand owned and led by a woman hairdresser
- sells 14m bottles of signature Miracle Leave-In Product each year
- launched Be a 10 Cosmetics in November 2020
In this episode of Speaking of Beauty, a podcast produced by CosmeticsDesign.com, CEO Carolyn Aronson and President Jeff Aronson discuss the past, present, and future of the now iconic hair brand It’s a 10 Haircare.
Putting the beauty brand founder front-and-center
Asked about the importance of having a prominent brand owner in today’s global beauty marketplace, Jeff Aronson explains that his decision to join the company was very much dependent on Carolyn Aronson’s readiness to step “out from behind the curtain.”
“The brand has so much recognition from a world-wide standpoint,” says Jeff but still there was “a negotiation….If were going to do this together…we are going to make you the (quote, unquote)Martha Stewart of beauty…you need to be out there; you need to be forward facing; you are everything that this brand is: you are the stylist; you are the salon owner….We need you to be out there to relate to our consumers.”
Expanding beauty brand distribution nationwide and worldwide
“When I speak to CEO groups,” says Carolyn Aronson, “people ask for my advice, “How do you get to where you are in business?”
Her reply: “You have to crawl, then walk, then run. And that is literally what It’s a 10 has done,” she says.
“We started the company with one bottle. We gave out thousands and thousands and thousands of that one bottle to get the momentum going…. It didn’t happen overnight…It takes a slow and steady process to build accompany like this properly and have a company that can last through times like COVID.”
Leveraging social media as a channel to connect with consumers
When Jeff joined the team he realized that, “we needed to connect to the consumer. …we decided to really start delving into social media, to start bringing on a big PR agency, to start introducing ourselves to our fans.”
“Because they do love the product so much…they deserve to be heard and to hear about new things. And they deserve to be rewarded for loving the brand so much. So we do activations all the time.”
Learn more about the business behind the brand at It’s a 10 Haircare, how Carolyn Aronson successfully built a brand that reaches a true diversity of consumers, what category the company is launching into next, and much more by listening to the full episode of Speaking of Beauty at the top of the page.
Links to Cosmetics Design coverage:
- Carolyn Aronson launches Be a 10 color cosmetics brand
- Sandy Ovington joins It’s a 10 Haircare
- CD Buzz Video: Founder Carolyn Aronson on growing an indie hair brand from concept to global scale
- 2019 Indie Beauty Innovators Awards finalists announced
Find the It’s a 10 brands online:
Speaking of Beauty is a podcast featuring meaningful conversations with experts, insiders, and entrepreneurs about the business of personal care, cosmetics, and fragrance. Speaking of Beauty is hosted by Deanna Utroske and a production of CosmeticsDesign.com.
Music is Cherry Blossom by Kevin MacLeod and used under license.
