It’s a 10 Celebrates Strong Women

From the inception of It’s a 10 nearly 13 years ago to the worldwide hair-care brand it is today, founder and CEO Carolyn Aronson’s mission has remained the same. “I want to create a business with a purpose,” she says. Since taking sole ownership in 2017 of one of the only female-run professional hair-care brands in the world, she’s done just through charitable associations (like the Leukemia & Lymphoma Society) and community initiatives including school safety.

Aronson also has a history of taking chances in business. Two years ago, she launched the first-ever Super Bowl commercial by an indie hair-care brand, one with a social message (the beauty of diversity) and not-so-subtle political jab (“We’re in for at least four years of awful hair,” said the ad’s narrator). This month, she’s taken to the skies with a branded blimp that’s flying over the Coachella and Stagecoach music festivals in California. “I want to go where the people are,” she says.

Back in Fort Lauderdale, Aronson recently went where the mixed martial arts fighters are as It’s a 10 announced a first-of-its-kind collaboration with 10 of the world’s best female MMA fighters. This “Super 10” collection of powerful women, who will serve as social influencers, speaks to Aronson’s vision for her brand.

“[These women] have overcome so much to be in an industry that is very male-driven,” she says. “It’s not just about who they can overcome in a cage. I want them to talk about that and inspire other women and help them feel beautiful inside and out.”

The athletes involved include Felice Herrig, Rachael Ostovich and Tracy Cortez. They stand behind the It’s a 10 brand both in the public eye and in life, representing its mission of promoting strong women.

“These are really, really super powerful women … Not only are they powerful within their weight classes, but they’re also empowering each other as well.”

To kick off this collaboration, the It’s a 10 team boarded the She’s a 10 super-yacht for an evening of delicious bites, cocktails and inspiring conversation. The yacht, built in 1988 and refurbished in 2013, is 164 feet long with five cabins and includes a deck whirlpool and plenty of water toys.

The campaign is one of the many innovations coming to the It’s a 10 brand. Aronson is excited about the future, mentioning a makeup line and beauty tools in the works. For now, she continues her mission of empowering women with her brand.

“Women’s beauty comes in so many different colors, shapes, forms, hair types, but it also really comes from within,” Aronson says. “I’m a strong believer in that.”


Pictured: Ashlee Evens Smith, Jessica Penne, Rachael Ostovich, Carolyn Aronson (founder and CEO of It’s a 10 Haircare), Lauren Mueller, Tracy Cortez, Alyse Anderson, Hailey Cowan, Angela Hill, Felice Herrig, Carla Esparza

You May Also Like

W Hotel on Fort Lauderdale Beach to Host Post Tortuga Party

The Tortuga Music Festival on Fort Lauderdale Beach will bring thousands of concertgoers to the area for a weekend of live musical entertainment. The popular event is celebrating its 10th anniversary this year with headliners Eric Church (Friday), Shania Twain (Saturday) and Kenny Chesney (Sunday), each performing for more than 25,000 fans. However, the party

Paws Enchanted Masquerade Ball to Benefit the Humane Society of Broward County

The annual PAWS Gala benefiting the Humane Society of Broward County occurs at 6:30 p.m. on Saturday, April 22, at the Marriott Harbor Beach Resort & Spa in Fort Lauderdale. This year’s theme is the “Enchanted Masquerade Ball,” presented by Spirit Airlines. Chairwomen Alyse Lemstrom and Sheryl Maher and their committee have organized the event with proceeds

Dan Marino Foundation Celebrates Autism Acceptance and Awareness Month

The Dan Marino Foundation in Fort Lauderdale will celebrate the autism community with various initiatives and events during Autism Acceptance & Awareness Month throughout April. The nonprofit organization is dedicated to improving the lives of children, teens, and adults with autism. When Dan and Claire Marino created the nonprofit in 1992, the prevalence of autism

Visit Lauderdale Celebrates Broward’s Cultural Diversity

Did you know Broward County is home to a rich, vibrant tapestry of cultures, with people from more than 170 countries speaking 147 languages living here? This dynamic array of diversity is not only prevalent in every corridor of the county — it’s proudly celebrated in the attractions, festivals, and food the destination offers. And

Other Posts

Jack & Jill Center to Host Team Pouncey Bowl for Change Fundraiser

Jack & Jill Center’s Young Professionals Network will host its annual charity bowling tournament from 1:30 p.m. to 3:30 p.m. on Saturday, April 15, at Manor Lanes in Fort Lauderdale. The Team Pouncey Bowl for Change community event will feature a day of bowling, a live DJ, arcade games, a raffle, a full bar and

Gutenburg Burger Opens at Time Out Market Miami

Gutenburg Burger, a German-American burger concept, recently debuted at Time Out Market Miami, home to chef-inspired events, arts and culture, and live entertainment. Chef Jorge Kauam launched the eatery to honor Germany’s history of high-quality beef and highlight the hamburger’s proclaimed roots in his new menu.  “Our buns are a mix of a brioche and potato

Gulfstream Park Village’s Free Cone Day Returns Next Month

Gulfstream Park Village’s popular Free Cone Day will return on Wednesday, May 17 at Häagen-Dazs. From 5 p.m. to 8 p.m., guests are invited to enjoy one free mini cone or cup with the ice cream flavor of their choice. Additionally, Gulfstream Park Village Center will transform into a family-friendly village carnival with free entertainment

NAMI Broward to Hold Annual Artful Minds Event in Dania Beach

The National Alliance on Mental Illness (NAMI) Broward County will host the Second Annual “Artful Minds” event from 1 p.m. to 4 p.m. on Saturday, May 6 at MAD Arts in Dania Beach, 481 South Federal Highway. The art exhibit showcases the relationship between art and mental health through artwork in various mediums created by artists