Celebrating 20 years of category-defining innovation, It’s a 10 Haircare announces the appointment of Khloé Kardashian as Global Brand Ambassador. 

This comes ahead of an upcoming new chapter with a comprehensive visual brand refresh.

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, signaling a new era while maintaining the formulas consumers’ trust. 

Carolyn Aronson, stylist, Founder, CEO, and sole owner of It’s a 10 Enterprises, said, 

“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. 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.”

Launching as an Ulta Beauty exclusive in Summer 2026, the rebrand marks a strategic evolution for the heritage brand.

Brand Ambassador Khloé Kardashian

As the face of the brand’s 20th anniversary and new era, Khloé Kardashian brings global visibility, cultural influence, and an authentic connection to haircare. 

Kardashian will make a series of public appearances this year, introducing the brand’s new era to industry leaders, creators, and consumers. 

Aronson added,

“Appointing Khloé Kardashian as our Global Brand Ambassador and first-ever celebrity partner felt like a natural fit. 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.”

The campaign will span digital and brand social platforms, as well as dedicated content across Khloé’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.

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