Page 59 - IAADFS Summit of the Americas 2024 Special Edition

INSIDER

It’s a 10 creator Carolyn Aronson discusses Travel Retail
and global expansion

With its cult-classic product, the all hair types, it’s because I’ve created a
Miracle Leave-In, It’s a 10 hair care has collection around each Leave In formula,
grown exponentially, becoming a global and each one solves hair problems. So no
brand now sold in more than 84 countries. matter what color your skin is, or what
More than 10 million bottles of the product ethnicity you are, or what type of hair you
are sold annually and It’s a 10 products are have, we have a formula to work within
available in more than 25,000 salons and all cultures and all hair types. And that’s
15,000 professional chains like Ulta in the really what I focused on from the very
U.S. beginning.”
TMI had the opportunity to speak For travel retail, the company has
with It’s a 10 founder and CEO Carolyn created a travel retail assortment with travel
Aronson, head of one of the only female- size products, sets and duos in its best-
owned professional hair care brands in selling collections. The company is also
the world, about the brand’s venture into It’s a 10 creator Carolyn Aronson introducing TR gondolas.
travel retail and other exciting expansion
endeavors. “I’ve been a hairdresser for 38 years, Be a 10 and Rewind
It’s a 10 started its venture into travel I’ve seen products come and go. I’ve seen Aronson expanded to makeup several
retail in late Spring 2023 through Katherine the ones that last for 30 and 40 years, and years ago with Be a 10 color cosmetics and
Sleipnes’ International Brand Builders Inc. this is definitely one of those products. And just recently launched a men’s hair color
(IBBI), with an expanded rollout this year. if someone is running through an airport line called Rewind it 10.
“We’re very excited about introducing that carries it, they would say ‘Oh, look, “My mantra is to create products for
hair care into travel retail; it’s long I can grab my Leave-In, because Paris women that are easy to use and address her
overdue,” Aronson tells TMI’s Lois doesn’t have it.’” beauty needs from head to toe. Be a 10 is
Pasternak. After being in business for 18 years, a multi-functional easy to use makeup line
“It’s a very approachable brand. It’s a 10 is now going worldwide. that has built in applicators so you don’t
Much of the traveling population feel very “We are currently in 84 countries. We need YouTube tutorials or a million brushes
comfortable buying my products; it’s not just launched Vietnam. The woman who to create those instant ‘be a ten’ looks,”
too high end, it includes easy to understand runs the distributorship tried it when she says Aronson.
products that have multiple uses. People went to college in Boston, and knew she Each product has an innovation –
don’t need to travel with five different wanted to bring it to her country,” notes from the metallic colors of the Dazzling
products, they can travel with one. And Aronson. eye shadows that can be layered for
it’s the kind of product that once you start “This product is a good hair day in a different intensities, to the 2-wands-in-one
using it, if you forget it at home, you feel bottle. That’s the best way to describe it. applicator of the mascara, Be a 10 is a
like ‘oh no, I’m going to have such a bad And you know that when you are without simple, easy to use multifunctional makeup
hair week’ because I don’t have my It’s a your good products, you literally feel that’s professional quality, she says.
10 Leave-In with me. I mean, there are not different. Right? You want to feel just as Rewind it 10 is a men’s hair and beard
many companies that have been able to good traveling as you do at home.” color kit, with vegan, cruelty free formulas
create a Golden formula within the beauty Aronson points out how well suited that fights greys at the roots. Aronson’s
world. And this is truly what I consider one the brand is for people on vacation. partner in the venture is rapper Fat Joe,
of the Golden formulas, she says. “For those beach days when you’re and the brand has gotten a huge boost from
in the sun – It’s a 10 protects your hair celebrity endorsements.
because it has UV protection. We have a Available in four different shades,
huge surfer following where their hair gets each one sports “famous guys” on the
really trashed from the salt and the sun and box, including football player Travis
this is one of the only products that they Kelce; kickboxer and mixed martial artist
can continuously use and save their hair. star Stephen Thompson; R&B singer,
So people traveling on these ‘sun and fun’ songwriter, and producer Tank; and actor/
vacations are using Leave-In to help save singer Jencarlos Canela.
their hair.” “We launched Rewind It 10 in Sally
The multi-functional products are Beauty stores at the end of December and
formulated to appeal to women from their sold $1.5 million worth of product in three
20s to 50 and above, with tailored products weeks. Our celebrity endorsers have an
to meet all hair needs, says Aronson. aggregate social media posting of over 10
“One of the things that makes It’s a 10 billion people between all of them, with
different is that the products deliver instant, more joining them every day. It is a huge
multifunctional results. When I say it’s for success,” says Aronson.

59 April 2024 Summit of the Americas