It’s a 10 Haircare Launches New Brand Cloud

It’s a 10 Haircare has launched its first mass-market venture, Cloud.

The brand’s debut SKUs are the nourishing and volumizing collections, which will be available in over 2,500 CVS shelves and 1,000 Walmart stores in January 2025.

The brand uses ingredients that are vegan and free from gluten parabens and SLES. The packaging is over 90% post-consumer recycled material.

The four-piece nourishing collection will deliver gentle cleansing, conditioning and styling, fortified with deeply moisturizing formulas while leaving hair silky, smooth and protected against damage, frizz and humidity. Additionally, the four-piece volumizing collection is ideal for short or fine hair, offering lift, body, volume and shine.

“Cloud is more than just a new brand; it’s a culmination of my lifelong passion for empowering people to feel confident in their look,” said It’s a 10 Haircare Founder Carolyn Aronson. “After years of listening to the needs of our customers and understanding the challenges they face, I wanted to create a line that delivers the same high-quality, luxurious results we’re known for at It’s a 10, but at a price point that’s accessible to everyone. I’m incredibly excited to introduce Cloud to the world and to help more people experience the joy of truly healthy, beautiful hair.”

All Cloud products will retail at $11.99.