Niche Beauty
It’s a 10 CEO Carolyn Aronson on empowering every woman to feel like a 10
Every woman wants to be a 10, which is something that It’s a 10 and Be a 10 Founder and CEO Carolyn Aronson wants to help every woman achieve through her multi-functional ‘holy grail’ haircare and makeup products. By Hannah Tan-Gillies.
Carolyn Aronson sells 17 million bottles of the Miracle Leave-In product annually in the US alone
A self-made entrepreneur, Carolyn Aronson has spent 20 years as a hairstylist and salon owner and continues to hold licences in multiple states in the US today. It’s a 10 Haircare was born out of her frustration with brands that produced dozens of products with single benefits and hard-to-follow claims.
She envisioned a line that was for everyone and delivered full, salon-quality results in just one bottle. She began with a star product, Miracle Leave-in and the line quickly rose to fame through pro hairstylists, who shared the cult-favourite product with their clients.
Looking back at her early inspirations, Aronson says, “I was eight when I proclaimed I wanted to be a hairdresser. Here I am 38 years later and it’s been a great career for me so far.”
According to Aronson, her 100% Puerto Rican heritage drives her style and creativity.
“The hot blood that runs through my veins is crucial to how I create and how I am creative. At a very young age, I found a passion for beauty, fashion and creating something bright and that really comes from my heritage as a Puerto Rican.
Carolyn Aronson: A passion for beauty and a pride in her Puerto Rican heritage
“Growing up in middle America levelled me out a bit, helping me learn financial literacy from a very young age through my father. I’m left brain/right brained which is a bit unusual but it has helped me get into a fun, exciting and creative industry but still be business oriented. I had the entrepreneurial spirit but my father honed it.”
As a female-led, minority-owned company, It’s a 10 has carved out a special niche in the haircare market by showing a genuine understanding of women’s needs. Commenting on what sets her company apart from other beauty brands in the travel retail market, Aronson says: “I stood behind the chair for 18 years and my frustration about what products didn’t do is how It’s a 10 was born. I was on a mission to create a brand where every single product was great. I didn’t realise how hard that was going to be – so I really became hands-on and worked directly with chemists to create the products you see today. I wouldn’t stop working until the products were a 10 – and only when they were a 10 would we launch it.”
It’s a 10 haircare products are packaged in vibrant colour-coded bottles – with each line’s key benefits distinctly displayed. “17 years ago, majority of haircare packaging was white, beige, grey or pastels so I used primary colours to make our products pop. I knew I only had a few seconds to grab the consumer’s attention.”
Describing her target consumer, Aronson says: “It’s a 10 speaks to everyone, from teens to senior citizens. It is a very approachable brand. Because our products are multi-functional, we resonate across all nationalities. It’s a 10 is for everyone.”
Something for everyone: Aronson says It's a Ten is a highly “approachable brand”
While haircare is a vast category globally, in travel retail it is still in its early stages of development. For Aronson, It’s a 10 can play an important role in propelling the category in the channel. “Haircare has come a long way,” she explains. “Not only is the consumer aware of the benefits of haircare during their travels, but they are also actively seeking out haircare products so they can have great hair during their trip.
“I started this brand with US$80,000 up against Proctor & Gamble, L’Oréal and the largest haircare brands in the world. I’ve been able to take market share because of how good the products are.”
Currently, It’s a 10 has strong market share in the Americas and a presence in cruise. Commenting on what her priorities are in terms of channel and geography, Aronson says: “We’ve been in cruise since 2019. In terms of expanding, we’re happy to go anywhere where there is strong brand awareness. Asia is a big goal for us and we’re in the process of fine-tuning our distributors there. I think it’s going to be a great part of our travel retail strategy.
“Once you see It’s a 10 lands in any travel retail store, it will quickly fly off the shelves,” she adds. “It has been my desire to be in travel retail for many years and I feel it will be an organic fit. Travel retail will be a key channel for us as we continue to expand globally.”
(Left to right) International Brand Builders President Katherine Sleipness and (centre) It’s a 10 CEO Carolyn Aronson Brand Manager and LATAM Manager Ivana Berg Simz
“Once It’s a 10 lands in any travel retail store, our products will quickly fly off the shelves,” she adds. “It has been my desire to be in travel retail for many years and I feel it will be an organic fit. Travel retail will be a key channel for us as we continue to expand globally.”
Giving us some insight on what It’s a 10 products are in her own beauty bag, Aronson says: “It’s definitely my Miracle Leave-In product. It keeps hair healthier, has UV protection and brings life back to your hair no matter how you’re styling it. This is the third step to every man/woman’s haircare routine – shampoo, conditioner and Miracle Leave-In product. Once you start using it, it’s very hard to live without it. That’s how I can sell 17 million bottles annually and that’s just in America. It truly is a ‘holy grail’ product within the haircare industry.”
Be a 10 Cosmetics — It’s a 10’s sister beauty brand — leverages It’s a 10’s brand awareness, reputation and Aronson’s own knowledge of what was lacking in the makeup industry. “We launched Be a 10 because I felt that It’s a 10 had become associated with being the best. I use my own experiences as a woman to decide what categories I should expand into. I know I named it Be a 10 – but really, I believe that every woman is a 10 already. Be a 10 helps women embrace and highlight their natural beauty and just be. I believe in products that make life easier – so all our products are simple, multi-use and functional.
“I started this brand with US$80,000 up against Proctor & Gamble, L’Oréal and the largest haircare brands in the world. I’ve been able to take market share because of how good the products are.”
“We need to condense because not everyone wants to travel with a huge makeup bag. For example, our setting spray is also a primer, while our mascara has an upper lash brush and lower lash brush.”
Giving a message to travel retailers on why they should take a chance on It’s a 10, Aronson says: “It’s a 10 might be new in travel retail, but it’s not new to the world. It’s a 10 was independently started and grew from nothing. We’re known as the best kept secret in the beauty industry and have built this company from word of mouth and consumer passion.”
Looking back at the ‘aha’ moment that inspired It’s a 10’s travel retail launch, Aronson says: “I was La Guardia Airport in 2008, flying to Europe to launch It’s a 10 in the UK. I walked into a hair salon and asked the woman in the counter if she knew It’s a 10. She said, ‘Yeah. We’re an exclusive salon, but I convinced my manager to stock it – and we’re sold out.’ When I told her that I was the owner, she gave literally me a hug.”
Engaging the shopper: The brand represents a strong fit for travel markets, says Aronson
For Aronson, travel retail is both showcase and sales driver. “I’m envisioning how we are going to market on the shelves and it will be with the message ‘Travel with your best hair day’ and that’s it. That’s what every travelling consumer wants – just to look good and feel good during their holidays.”
Looking towards the future, Aronson says: “In five years, I want It’s a 10 to be in travel retail in very functional ways via user friendly kits that are either great gifts or handy products that will make travellers’ journeys better. For me, I can see us working very well in convenience stores too.”
Speaking on how good partnerships can help niche beauty brands like It’s a 10 and niche beauty categories like haircare prosper in the post-pandemic market, Aronson says: “We built our company by engaging with consumers and making them feel like they’re getting a good deal. Travel retail has a lot to do with that. It’s important to work with partners across all touchpoints from planning to point of sale to make sure we engage with consumers in a way that benefits us both.”
Carolyn Aronson meets The Moodie Davitt Report Brands Director Hannah Tan-Gillies
The Moodie Davitt eZine
Issue 323 | 5 May 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com