289 Carolyn Aronson: Founder & CEO of It’s a 10 Haircare

Golden Formula

Carolyn Aronson's journey with It's a 10 Haircare is marked by the creation of a "golden formula" that revolutionized hair care. Her Miracle Leave-In treatment, designed to be multifunctional and suitable for various hair types, quickly became a staple in hair care routines. Carolyn emphasizes the product's transformative power, stating, "Within 15 to 30 days, you've transformed that head of hair," highlighting its ability to enhance hair health and elasticity 1. This product's success is evident as it sells over 17 million bottles annually and has expanded into eight different versions, catering to specific hair needs 1.

   

Rule Breaking

Carolyn's unconventional approach to expanding It's a 10 Haircare played a crucial role in its success. By distributing millions of free samples to hairdressers, she built a loyal customer base without relying on large marketing budgets. "I kind of came in the back door," she explains, describing her unique strategies for growth and distribution 2. Her decision to start her own e-commerce platform in 2017 was pivotal, allowing the brand to thrive even during challenging times like the COVID-19 pandemic 2.