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Who doesn’t feel good about having a good hair day?
Carolyn Aronson took this a step further. It’s a 10 Haircare has not only transformed the hair of millions of women, but also turned its Latina founder and CEO, a former adopted child and hairdresser, into a trailblazing millionaire.
The 51-year-old entrepreneur bought out his partner in 2017, and by 2022 the brand had sold 17 million bottles and had annual sales of $500 million. Today, It’s a 10 Haircare is the largest Hispanic woman-owned brand in hair care and a global brand with presence in 117 countries. Aronson was named to Entrepreneur magazine’s 100 Women of Influence in 2022. In 2023, we were named to the Forbes 50 Over 50 list (the only hair care brand to make this list), and to Inc.’s 250 Women Founders list in 2024.
That’s Carolyn Aronson, founder and CEO of 10 Haircare. courtesy
“I’m Puerto Rican, and in our culture we have everything from fine straight hair to African hair with 4C curls,” Aronson said. “So I think having the mindset of wanting to create a product for everything is a smart way to really become a global brand. We wanted to create a hair product line for people.”
The brand has expanded into hair extensions, cosmetics, a more mass-market hair care product line, and more recently for men. It’s a 10 Haircare teams up with rapper Fat Joe to launch Rewind It 10, a new at-home beard and hair color brand for men, featuring artists like Travis Kelce, DJ Khaled, R&B singer Tank, and models Tyson Beckford, Brody Jenner, and others were signed to the brand. Ambassador (and packaging model). Because why should women have good hair days all the time?
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