It’s a 10 Haircare launches first comprehensive rebranding in 20 years

It’s a 10 Haircare has unveiled its first complete rebranding in two decades, featuring an updated logo and refreshed packaging. The company, led by founder and CEO Carolyn Aronson, describes the move as an evolution of its visual identity to align with the modern beauty landscape while maintaining its established product performance.

The rebranding effort includes the repackaging of more than 80 products. Alongside the new visual identity, the brand is expanding its product lineup with new offerings such as Miracle Styling Foam, Keratin Hair Mask, and Volumizing Glaze. It is also introducing four new collections focused on glossing, curls, intense hydration, and texture.

To support its growth and digital expansion, the company is planning a TikTok Shop launch and utilizing retail partnerships, including an exclusive rollout with Ulta Beauty. The brand also maintains a partnership with Khloé Kardashian to strengthen retail visibility.