Khloé Kardashian Tapped Global Brand Ambassador of It’s a 10 Haircare

Carolyn Aronson’s It’s a 10 Haircare is celebrating its 20th birthday by tapping Khloé Kardashian its global brand ambassador.

Her appointment signals a bold new chapter with a comprehensive visual brand refresh, officials said.

“Appointing Khloé Kardashian as our Global Brand Ambassador and first-ever celebrity partner felt like a natural fit,” said Carolyn Aronson, stylist, founder, CEO, and sole owner of It’s a 10 Enterprises. “She represents confidence, authenticity and 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.”

Multi-Channel Campaign

Kardashian will make a series of public appearances this year, introducing this “new era” to industry leaders, creators and consumers. As global brand ambassador, her role extends beyond events through a multi-channel campaign designed to amplify the brand at scale.

“This is a brand that has built real credibility and trust over time,” said Kardashian. “What makes this partnership especially exciting is that it’s evolving visually with a fresh new look, while keeping the formulas people love the same. That kind of reinvention—without losing what made the brand great in the first place—is powerful.”

The refreshed identity will reinforce the brand’s core promise: stylist-founded expertise, multi-benefit formulas, and salon-quality performance made simple and accessible for everyday use. Under the campaign “Salon-Level Reinvention, At Home,” the brand will roll out its full collection in updated, modern packaging alongside refreshed visuals.

The campaign will span digital and brand social platforms, as well as dedicated content across Kardashian’s own channels—including still imagery and short-form video. It will also feature campaign visuals at retail and integrated storytelling that brings the brand’s core promise of visible results to life.

Anniversary Fête

The milestone year will continue into the fall with a 20th anniversary celebration on Oct. 10 for the brand’s owned “10/10” holiday, National Love Your Hair Day, further building momentum around the brand’s legacy and future.

The rebranded It’s a 10 Haircare collection will be available on itsa10haircare.com and will begin rolling out exclusively at Ulta Beauty locations and on ulta.com in Summer 2026.