Carolyn Aronson, once solely a stylist and salon owner, has transformed her dreams into a global business empire. In 2005, she founded It’s a 10 Haircare, and in 2017, she became the sole owner by acquiring her partner’s stake. From the beginning, Aronson envisioned a product that would offer salon-quality results in a single bottle, leading to the creation of the flagship Miracle Leave-In. This product quickly gained popularity, driven by professional hairstylists who introduced it to their clients. Today, over 10 million bottles of Miracle Leave-In are sold each year.
In recent years, It’s a 10 has expanded internationally, reaching over 100 countries since entering global markets three years ago. The brand has seen an impressive 80% year-over-year increase in international sales, which now account for 10% of total sales, with projections indicating potential triple-digit growth in this segment for the coming year.
Aronson has further broadened her horizons by establishing It’s a 10 Enterprises, a recognized name in the beauty industry that encompasses several brands, including It’s a 10 Haircare, It’s a 10 Tools, It’s a 10 EX10SIONS, Be a 10 Cosmetics, and a new men’s grooming line, Rewind It 10, which is supported by celebrity endorsements. Additionally, she plans to rebrand Nisim, a hair growth company, as Arise Haircare in 2024, marking her first venture into brand acquisition.
Entering a male-dominated industry, Aronson has broken barriers as a Latina entrepreneur, proving her mettle not only in beauty but also in yachting, real estate, and aviation. Her journey reflects a commitment to learning and innovation, with the aim of inspiring others along the way.
BeautyMatter caught up with Carolyn Aronson, Founder and CEO of It’s a 10 Haircare and BeautyMatter 2024 NEXT Entrepreneur of the Year finalist.
The most common trait in entrepreneurs is passion. What fuels your passion as an entrepreneur?
My passion is being creative and building things and seeing them come to life. Building brands, businesses, homes, buildings, yachts, airplanes, you name it … love to rebuild or build things from scratch.
What is the accomplishment you are most proud of?
Becoming the sole owner of Its a 10 Haircare in 2017.
On the flipside, failure is part of being an entrepreneur. What is the best mistake you’ve made?
There is no such thing as a “best mistake.” The best is when you learn from one’s mistakes (too many to count), and the next time you ward off the error. Having been in hair product manufacturing for 22 years, I’ve learned a lot and am getting better at avoiding mistakes. But as an entrepreneur, they never fully go away.
In the past decade, the word “entrepreneur” has been glamorized and romanticized. In reality, it’s really hard and comes with a lot of ups and downs. What keeps you going?
I love to create … I usually have more than one project going at a time. It’s very rewarding to see one’s vision come your way to life.
Being an entrepreneur isn’t something that can be taught in a classroom. What’s been the biggest learning from being in the trenches and operating a business you wish you’d known?
Something that can’t be taught in a classroom is good intuition, and something I wish I knew years ago is how important agents and detailed contracts are before you start doing business with someone.
The dark side of entrepreneurship can be isolation, loneliness, and burnout. How do you take care of yourself?
I spend time with my friends and family. I have five children and a wonderful network of supportive friends and family in my life. I enjoy spending time with them. I usually do it at beautiful places in the world, go on adventures, sometimes float on the ocean. That’s how I find solace.
What is the best piece of advice you’ve received that has guided you?
Some of the best deals are the ones you don’t make. Over time, you learn forcing deals is not the way to go. They usually don’t end up working out anyway. If things don’t fall together somewhat organically, then walk away. Trust me if it’s meant to be, it will come back your way later; if not, it was for the best.
