Sandy Ovington joins It’s A 10 Haircare

By Deanna Utroske

- Last updated on GMT

© \ Getty Images (boggy22)
© \ Getty Images (boggy22)

Related tags Hair care people on the move Indie beauty Leadership

The former ULTA Beauty executive has stepped into her new role as Senior Vice President of the professional hair brand’s specialty retail and chains business.

“Fifteen years ago, I could only dream of hiring somebody like Sandy​,” says CEO Carolyn Aronson in this week’s media release about the new leadership hire. Fifteen years ago, in 2005, Aronson founded the brand that is now the only globally distributed, women-owned pro hair brand in the world.

“It's an honor,”​ she adds, “to have her expertise and knowledge in the industry now being put towards the It's A 10 Haircare brand."

Ovington plans to lead the indie hair brand’s retail business to new heights

Ovington led merchandising for ULTA Beauty for nearly 9½ years, serving first as the beauty store chain’s Divisional Merchandise Manager and then as the VP of Merchandising for 4+ years.  

Now she’s set to lead the specialty retail and chains business for It’s A 10 Haircare: I am thrilled for the opportunity to work with Carolyn and Jeff [Aronson] at It's a 10!” ​she tells the press, explaining that “It's the quality of the brand, the unmatched potential, and its leaders that make this a wonderful fit for me.”

“I look forward to putting forth tactics,” ​she says, “which will continue optimizing the brand's success even further.”

Leadership hires continue to advance the It’s A 10 business

In mid-2018, the professional hair brand hired David Rosenblatt, a practiced industry consultant, to serve as VP of global sales. And the brand sees both executives as key to the future of the business. “It's A 10 Haircare is thrilled to have Sandy on board​,” says Jeff Aronson, President of It’s A 10. “It furthers our promise of availability of our products on both the shelves of high-end retailers and salons across the globe,” ​he says.

“With Sandy teaming up alongside our EVP of Global Sales, David Rosenblatt,”​ says Jeff Aronson, “we envision an even brighter future for the company than ever before.”

Beginning and building a global indie brand

It’s A 10 Haircare, like many indie beauty businesses, had a hero product early on that captured the attention of the market. Miracle Leave-In Spray put the brand on the map. But Aronson has carefully and strategically grown her company over the intervening years.   

Last summer, Aronson sat down with Cosmetics Design to discuss her global growth strategy, the It’s A 10 approach to packaging design, what’s in the brand’s product pipeline and more. Watch that video interview here.



Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. As Editor of, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.

Deanna will be traveling next to the Personal Care Product Council’s annual meeting; if you’ll be there too and have beauty business news to share, feel free to contact her at qrnaan.hgebfxr@jeoz.pbz

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