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Founder Carolyn Aronson on growing an indie hair brand from concept to global scale

By Deanna Utroske contact

- Last updated on GMT

Related tags: Hair care brand, Indie beauty, Founder and ceo, Global beauty market, Entrepreneurship

In this video interview with Cosmetics Design, Carolyn Aronson, Founder and CEO of It’s a 10, discusses her inspiration for the brand, how she makes packaging and design decisions, what new category the brand will be launching into next year, and her plans to continue growing the global footprint of It’s a 10.

At this year’s Cosmoprof North America tradeshow, Cosmetics Design editor Deanna Utroske caught up with Carolyn Aronson to learn more about the conditioning hair care brand that she founded in 2005.

Describing one of her brand’s latest launches, Aronson explains that “What we’re really looking to do is create innovative treatments, innovative styling products that really bring something new.”

“So we recently created a volume and shine treatment that is something you use in place of conditioner; but it actually foams,” ​she says. “Volume and health and shine usually don’t go together. But of course, that’s what I challenge my manufactures…and chemists to do: to really bring unique dispensing, unique ingredients, and unique results.”

Describing the motivation for her product naming and packaging choices, Aronson tells Cosmetics Design, that “When I had a hair salon, I cherrypicked 14 different lines; there was never a line where all the products were good.”

“The [It’s a 10] collections are color coded.…white is for volumizing. We have a blow dry collect in teal. The original collection that is in cobalt blue and pink is all about my basic conditioning collection…, making it simple not only for the consumer but also for the hairdresser,”​ she says.

Watch the full video interview above to learn what she’s launching next, why she still believes in high-volume product sampling campaigns, what countries she’s expanding the It’s a 10 brand into next, and much more!

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DeannaUtroske_Editor_CosmeticsDesign

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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