Speaking of Beauty: It’s a 10 Haircare, CEO Carolyn Aronson and President Jeff Aronson

By Deanna Utroske

- Last updated on GMT

Speaking of Beauty podcast It’s a 10 Haircare CEO Aronson

Related tags Carolyn Aronson Hair care Hair styling products hair tools

Carolyn Aronson is one of only a few women in the beauty industry today who own and operate a multinational hair brand. In this episode of the Speaking of Beauty podcast, Aronson and her partner in business and in life discuss how they’ve grown It’s a 10 to be the 9-figure business it is today.

Fast Facts about It’s a 10 Haircare:

In this episode of Speaking of Beauty, a podcast produced by CosmeticsDesign.com, CEO Carolyn Aronson and President Jeff Aronson discuss the past, present, and future of the now iconic hair brand It’s a 10 Haircare.

Putting the beauty brand founder front-and-center

Asked about the importance of having a prominent brand owner in today’s global beauty marketplace, Jeff Aronson explains that his decision to join the company was very much dependent on Carolyn Aronson’s readiness to step “out from behind the curtain.”

“The brand has so much recognition from a world-wide standpoint,”​ says Jeff but still there was “a negotiation….If were going to do this together…we are going to make you the (quote, unquote)Martha Stewart of beauty…you need to be out there; you need to be forward facing; you are everything that this brand is: you are the stylist; you are the salon owner….We need you to be out there to relate to our consumers​.”

Expanding beauty brand distribution nationwide and worldwide

“When I speak to CEO groups,” ​says Carolyn Aronson, “people ask for my advice, “How do you get to where you are in business?”

Her reply: “You have to crawl, then walk, then run. And that is literally what It’s a 10 has done,” ​she says.

“We started the company with one bottle. We gave out thousands and thousands and thousands of that one bottle to get the momentum going…. It didn’t happen overnight…It takes a slow and steady process to build accompany like this properly and have a company that can last through times like COVID.”

Leveraging social media as a channel to connect with consumers

When Jeff joined the team he realized that, “we needed to connect to the consumer. …we decided to really start delving into social media, to start bringing on a big PR agency, to start introducing ourselves to our fans.”

“Because they do love the product so much…they deserve to be heard and to hear about new things. And they deserve to be rewarded for loving the brand so much. So we do activations all the time.”

Learn more about the business behind the brand at It’s a 10 Haircare, how Carolyn Aronson successfully built a brand that reaches a true diversity of consumers, what category the company is launching into next, and much more by listening to the full episode of Speaking of Beauty at the top of the page.

Links to Cosmetics Design coverage:

Find the It’s a 10 brands online:

Speaking of Beauty is a podcast featuring meaningful conversations with experts, insiders, and entrepreneurs about the business of personal care, cosmetics, and fragrance. Speaking of Beauty is hosted by Deanna Utroske and a production of CosmeticsDesign.com.
Music is Cherry Blossom by Kevin MacLeod​ and used under license​.

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