July 03, 2025

She Nearly Lost Everything on Her First Haircare Line—Then Built a $400M Brand Without Investors with Carolyn Aronson, CEO and Founder of It’s a 10 Haircare

41 minutes

This week on SUPERWOMEN, I’m joined by Carolyn Aronson, founder and CEO of It’s a 10 Haircare. Before becoming one of the few female entrepreneurs in the beauty industry to own and operate her own brand, Carolyn spent decades behind the chair as a stylist and salon owner, learning firsthand what both professionals and everyday consumers needed from their products. She didn’t just study the market; she lived it. Carolyn’s early life taught her resilience and self-reliance, qualities that would become central to her entrepreneurial path.

This, however, wasn’t Carolyn’s first venture in beauty. Her first line didn’t succeed, but it gave her the hard-earned lessons she needed to get it right the second time around. She took everything she learned, the missteps, the financial risks, the hard-won insights, and applied it to what would become one of the most recognizable hair care brands in the country. In this episode, Carolyn shares how staying independent gave her the freedom to lead on her own terms. She talks openly about learning from failure, launching without outside funding, and the importance of creating products that work for all hair types.

Today, It’s a 10 is sold in more than 25,000 salons and retailers across the country, but getting there meant making bold choices and sticking to her guns. Carolyn shares how staying true to her vision, even when it meant going against industry norms, was the key to building a brand that stands out. If you're navigating your own path, questioning the rules, or wondering what it really takes to succeed on your terms, this episode offers a powerful reminder that sometimes the most successful route is the one you create for yourself.

Thank you for listening! Don’t forget to order my book, “Fearless: The New Rules for Unlocking Creativity, Courage, and Success.”

Follow SUPERWOMEN (@rmsuperwomen) and Carolyn (@itsa10ceo) on Instagram.

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