It’s a 10 Haircare marks its 20th year with a new campaign and visual rebrand, appointing Khloé Kardashian as its first-ever Global Brand Ambassador. The partnership arrives at a key moment for the brand as it prepares to introduce a refreshed identity while maintaining the formulas that built its reputation. Founded by Carolyn Aronson, the company continues to focus on salon-grade products as it updates how it presents itself to a broader audience.
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Kardashian steps into the campaign following years of personal use. She explains that her connection to the brand started through her stylists, eventually becoming part of her daily routine and even extending to her daughter. “Whenever I partner with someone, I really take such pride that every brand I’m affiliated with are ones I use in my daily life,” she said. “I’ve used It’s a 10 Haircare for years, and now I use it on my daughter, True.” She adds that constant exposure to styling tools and treatments has shaped her approach to haircare, placing importance on maintenance and protection.
The campaign introduces a new visual direction under the theme “Salon-Level Reinvention, At Home.” While packaging and branding will shift, the product formulas remain unchanged. Aronson continues to oversee development, maintaining direct involvement in the creation process. “After 20 years of proven results, 2026 feels like the right moment to elevate how the brand shows up in the world visually while celebrating the products that made us iconic,” she said. She confirms that the rebrand focuses on updating the visual identity and expanding the product range while keeping the original formulas intact.
One of the brand’s most recognized products, the Miracle Leave-In, remains central to this transition. The product sells over 11 million bottles per year in the United States, supporting a loyal customer base built over two decades. Aronson notes that this following has grown without a celebrity face attached to the brand until now.
The decision to bring in a global ambassador followed a lengthy selection process. Aronson spent over a year considering the right partner, ultimately choosing Kardashian based on her familiarity with the brand and her public image. “She represents confidence, authenticity, and had already fallen in love with the brand through her professional stylists,” Aronson said.
The rebrand will launch in Summer 2026 as an exclusive at Ulta Beauty. Updated packaging will appear across the full product range, supported by a multi-channel campaign that includes retail displays, social media activations, and in-person events. Aronson also plans additional initiatives throughout the year, including the release of her book and a series of activations tied to the anniversary.
Retail expansion remains part of the strategy. The brand is currently available through Amazon in the UK and through Target in the United States, alongside its Ulta presence Kardashian will lead the campaign across multiple platforms, appearing in public events and promotional materials throughout the year.
