“At Be A 10 Cosmetics and It's A 10 Haircare, we are proud to have partnered with the wonderful Miss USA Organization to act as their official makeup and haircare sponsors for this year's shows,” says the brands’ Founder and CEO Carolyn Aronson, in her remarks to the press.
“We felt this was such an organic partnership, because much like our products, each of the women competing are multi-facetted, dynamic and can do it all!” she says.
Carolyn Aronson created a makeup brand that’s as functional and intuitive as It’s A 10 Haircare
Cosmetics Design readers first heard about Aronson’s plans for a new brand in a new category last year in this video interview between site Editor Deanna Utroske and Aronson, filmed on the sidelines of the 2019 edition of Cosmoprof North America.
“I’ve worked on a collection called Be A 10. And it’s really about being your best you,” Aronson told this publication last year. “It’s very simple, easy-to-use makeup—same as my concept behind the hair [brand]—simple, easy-to-use makeup that’s multifunctional. That you don’t need YouTube tutorials to do. You don’t need a million brushes, because there’s applicators in each and every product,” she said.
“Really, within a small makeup bag, you can have your from-beginning-[of the]-day look all the way to running to the gym and going to a nightclub after….simplifying the makeup experience but really having high-quality products that will instantly transform, instantly see the results, and last throughout the day and transition you throughout your day,” she told Cosmetics Design.
The debut collection of It’s A 10 Cosmetics
Today, the new beauty brand’s product portfolio includes both color and complexion products. (Though the idea to include an applicator with each seems to have gone by the wayside. Eyeshadow pots, blushes, and highlighters do not come with a brush or applicator.) The Be A 10 Cosmetics brand sells primer, concealer, foundation, mascara, eyeliner, lip gloss and lip stain, a colored brow product, and more.
And Aronson explains the brand concept on bea10.com, saying, “From my earliest days in the beauty industry and through the years leading up to the success of It’s a 10, I have always maintained that my products be trusted for quality ingredients and deliver on promised benefits and results.”
“We are known for our haircare,” she says, “but we are so much more. Our goal is to help individuals discover confidence in themselves every day.”
Be A 10 Cosmetics sponsors 2020 pageant competitions
The Miss Teen USA competition took place on Saturday, live-streaming on the Miss Universe Organization’s social media channels. The Miss USA event takes place this evening from 8:00pm to 10:00pm EST and will be aired live on FYI. The brand is running a promotional gift-with-purchase to coincide with the competitions. And the beauty entrepreneur herself will be in attendance. Aronson has a spot on this year’s Miss USA selection committee.