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How a Perfect Hair Day Created a Billion-dollar Business

To listen to the podcast, CLICK HERE. Who isn’t buoyed by a good hair day? Carolyn Aronson took this one step further. Not only has It’s a 10 Haircare transformed the hair of millions of women, but it’s turned the Latina founder and chief executive officer — a former foster child and hairdresser — into a trailblazing billionaire. At age 51, the entrepreneur bought out her partner in 2017, and by 2022, the brand was selling 17 million bottles and clocking $500 million in annual sales. Today, It’s a 10 Haircare is the largest Hispanic and female-owned brand in the hair care category, and the global brand is carried in 117 countries. Aronson was selected for Entrepreneur’s 100 Women of Influence in 2022; Forbes’ 50 Over 50 list in 2023 (the only hair care brand to do so), as well as the Inc. Female Founder 250 list of 2024. It’s a 10 Haircare founder and CEO Carolyn Aronson. “I’m Puerto Rican, and within our culture we have everything from fine, straight hair to 4C curl African hair,” said Aronson. “And so having that mindset where you want to create products that address everything is, I think, the smarter way to really become a worldwide brand.

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