Khloé Kardashian Fronts It’s a 10 Haircare’s Fresh New Look

To celebrate its 20th year in the industry, cult-favourite haircare brand It’s a 10 Haircare has undergone a major glow-up and appointed Khloé Kardashian as the ultimate partner-in-shine to unveil the new look.

The reality star joins the brand as its first-ever celebrity Global Brand Ambassador.

“It’s amazing to join the brand as it celebrates 20 years and prepares to step into a new era,” says the Khloud founder. “This is a brand that has built real credibility and trust over time. What makes this partnership especially exciting is that it’s evolving visually with a fresh new look, while keeping the formulas people love exactly the same. That kind of reinvention — without losing what made the brand great in the first place — is really powerful.”

For founder and CEO Carolyn Aronson, who still personally oversees every formula, Khloé was the only choice for this milestone. “Appointing Khloé Kardashian as our Global Brand Ambassador and first-ever celebrity partner felt like a natural fit,” she says. “She represents confidence, authenticity, and had already fallen in love with the brand through her stylists. She embodies the idea of evolving while staying true to who you are, which is exactly what this moment represents for us.”

Aronson, a former stylist herself, has grown the independent brand into a powerhouse over two decades. The brand’s famous Miracle Leave-In — which sells a staggering 11 million bottles a year in the US alone — remains the hero of the portfolio.

Set to drop in summer 2026, the rebrand will debut as an Ulta Beauty exclusive. And while the packaging is getting a modern overhaul, the brand has made clear that formulas will not change.

“After 20 years of proven results, 2026 feels like the right moment to elevate how the brand shows up in the world visually while celebrating the products that made us iconic,” adds Aronson. “The formulas have always been a 10/10 and that’s never going to change. This rebrand is about modernizing our visual identity, expanding into a broader portfolio with new innovation, and meeting a new generation where they are without compromising what already works.”

It’s a 10 is currently available at Amazon in the UK, and Ulta Beauty and Target in the US.