Khloé Kardashian Becomes Global Brand Ambassador for It's a 10 Haircare as it Celebrates 20 Years

Khloé Kardashian Steps into a New Role with It's a 10® Haircare

In a remarkable celebration of two decades in the haircare industry, it's been announced that Khloé Kardashian has taken on the role of Global Brand Ambassador for It's a 10® Haircare. This strategic partnership is more than just a celebrity endorsement; it marks a significant milestone for the brand as it unveils an exciting visual refresh intended to resonate with a new generation of consumers.

Founded by stylist Carolyn Aronson, It's a 10 is an independent haircare brand that has garnered international acclaim for its innovative products, which simplify the quest for beautiful hair. The announcement, made on April 10, 2026, showcases Kardashian as the face of this pivotal rebranding initiative ahead of the company’s 20th anniversary this October.

Kardashian’s personal journey of transformation and self-empowerment aligns perfectly with It's a 10's mission, which emphasizes the importance of consistent results in hair care. Known for her own experiences with hair and beauty, Khloé embodies the brand’s philosophy: confidence stems from real results, not trends.

Khloé expressed her enthusiasm about joining the It's a 10 family: "It's amazing to join the brand as it celebrates 20 years and prepares to step into a new era. 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."

Anticipating a year filled with dynamic promotional appearances and campaigns, Kardashian aims to introduce and amplify its new ethos to fans and industry insiders alike. The planned campaign will span digital platforms, integrating short-form video and still imagery through Kardashian’s own social media channels. The new visuals will also be featured in retail locations, enhancing the overall storytelling for the brand.

Aronson expressed her delight at welcoming Kardashian, stating that having someone who represents confidence and authenticity makes the partnership feel natural. She noted, "Khloé had already fallen in love with the brand through her professional stylists. She embodies the idea of evolving while staying true to who you are, which is exactly what this moment represents for us. 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. The formulas have always been a 10/10 and that's never going to change."

The updated branding is set to roll out in Summer 2026, aligning with the upcoming National Love Your Hair Day on October 10. This day is not only significant for the brand but is also celebrated as a dedicated occasion for acknowledging the beauty of hair.

Kardashian's involvement is especially crucial as It's a 10 looks to broaden its appeal while maintaining its valued customer base. The brand seeks to present a modern aesthetic that suits today’s beauty landscape while preserving the high-quality performance formulas that have defined its reputation.

Among its wide array of products, the Miracle Leave-In stands as a hallmark item, recognized for delivering multiple benefits and selling over 11 million bottles annually in the U.S. alone. This formula continues to be a favorite for many consumers, highlighting the brand's commitment to providing exceptional results with professional-grade products.

As this partnership unfolds, It's a 10® Haircare is poised to both connect with a fresh audience discovering the brand for the first time and reinforce loyalty among its long-term customers. By adapting its visual identity and introducing expanded collections, it is strategically preparing for a bright future.

For more updates, follow @itsa10haircare on social media, and keep an eye out for the newly revamped product collection, set to launch at Ulta Beauty locations and on their website in Summer 2026. Exciting times are ahead for both Khloé Kardashian and It's a 10 Haircare as they embark on this new chapter together.