A Childhood Passion Got This Entrepreneur to the Super Bowl

Carolyn Aronson, founder of It's a 10 Haircare, just signed her first celebrity brand ambassador

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As a hairstylist, Carolyn Aronson knew her clients’ frustration with not finding a multipurpose product with simple ingredients. So in 2006, she hung up her stylist apron and founded It’s a 10 Haircare and its signature Miracle Leave-In product, and built a multinational brand that has gone all the way to the Super Bowl.

Aronson’s love for hair started early. At age 8, she began changing her own hairstyle for fun. “This change was instantly empowering,” she said, “and I felt how hair could make someone feel better about themselves.”

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This story first appeared in the Nov. 1, 2021, issue of Adweek magazine. Click here to subscribe.