Rating success on a scale of 1-10, It’s A 10 has been living up to its moniker.

The haircare band, founded 20 years ago by former hairdresser and salon owner Carolyn Aronson, is growing its presence across the category, and scoring big wins on Shopify.

In February, the self-professed “affordable luxury” haircare brand, earned Shopify’s 1-Million Order Award. The 2.5-pound, 24-karat gold-plated award in the form of a shopping bag is presented to merchants who achieve more than 1 million lifetime orders.

Shopify is an all-in-one commerce platform that allows anyone to build an online store, sell products and manage inventory without coding or web design skills. It’s a 10 garnered 1,510,168 Shopify orders since it launched on the platform in 2018. This represents an 86% average year-over-year growth. It’s a 10 says it has 4.8 average website product rating, too.

Brand Loyalty

In an exclusive interview with Happi, Aronson attributes the brand’s burgeoning success to an intentional strategy rooted in product performance and customer trust, coupled with smart ecommerce execution.

“We’ve built our business around delivering products that truly perform,” said Aronson. “When customers see consistent results, they come back – and they tell others. Pairing that loyalty with a strong digital infrastructure and a focused team has made us one of the fastest-growing professional haircare brands on Shopify.”

Aronson cited simplicity and performance as the drivers behind her brand’s strong sales (and some “miracle” products).

Bestsellers include It’s a 10 Miracle Leave-In Product, Miracle Daily Conditioner, Miracle Moisture Daily Shampoo, Miracle Hair Mask and Miracle Deep Conditioner Plus Keratin, among others.
“Our hero products are solution-driven and easy to understand, and that clarity resonates in a crowded marketplace,” said Aronson. “Combine that with professional salon credibility and a direct relationship with our customers through ecommerce, and you create lasting loyalty.”

Category Expansion

Aronson is also the cofounder of Rewind It 10 with Rapper Fat Joe and her husband, brand president Jeff Aronson, with whom she welcomed a baby at 54 in 2021. Rewind It 10 is an at-home hair coloring brand for men that provides “professional-grade Italian color.” Products, which are stocked at Sally Beauty, feature Travis Kelce, Tyson Beckford and Brody Jenner on the boxes, to name a few of the famous faces to appear on brand packaging.

In 2023, Aronson completed her first acquisition: Toronto-based hair regrowth company Nisim. Nisim, which began selling its NewHair Biofactors line in 1993, initially launched via hair salons in North America. Today, NewHair Biofactors line in distributed in 40 countries around the world.

In 2024, It’s a 10 Haircare launched its first mass-market venture, Cloud. The brand – which uses vegan ingredients free from gluten, parabens and SLES and post-consumer recycled material packaging —debuted with nourishing and volumizing collections available in more than CVS and Walmart stores in January 2025.

Fortified Amino Scalp Therapy (FAST) Haircare is Aronson’s hair growth technology brand. With a mission to cut hair growth time in half, FAST is powered by a proprietary blend of amino acids, vitamins, and herbal extracts. The brand’s advanced micro-emulsion technology ensures deep penetration of key nutrients—clinically proven to help grow your hair 99% faster, per the brand.

FAST Haircare’s breakthrough formulas are designed to work for everyone at all stages of life – helping to grow all hair types, from 4C coils to the finest blonde strands. Whether experiencing thinning related to hormonal changes, menopause, post-Covid shifts in hair health, or medical treatments, FAST supports those looking to boost confidence while helping restore and protect the health of their natural hair.