How Carolyn Aronson Built a $500M Haircare Empire, and Changed The Game with It’s A 10 Haircare
Earn Your Leisure
EYL Network
4.8 • 7.8K Ratings
🗓️ 6 March 2025
⏱️ 52 minutes
🧾️ Download transcript
Summary
In this episode of Earn Your Leisure, we sit down with Carolyn Aronson, the CEO and founder of It’s A 10 Haircare, to uncover how she built one of the most successful independent beauty brands in the world.
Carolyn shares the strategies behind It’s A 10’s explosive growth, including how giving away millions of free samples turned her brand into a multi-million-dollar powerhouse. She also breaks down how she grew her company by 1,000% through branding and social media marketing, expanded into 125 countries, and kept It’s A 10 relevant in the beauty industry for nearly 20 years.
We also discuss the challenges of buying out a business partner, the importance of financial literacy for entrepreneurs, and how her first haircare business failed in 18 months—only for her to come back stronger and build a $500M empire. Carolyn emphasizes why a slow and steady approach is key, how to trademark a beauty brand, and the biggest challenges she faced as a CEO.
This is a must-watch for entrepreneurs, beauty industry professionals, and anyone looking to build a global brand from the ground up!
#EarnYourLeisure #ItsA10Haircare #CarolynAronson #Entrepreneurship #BeautyIndustry #BrandBuilding #Marketing #SocialMediaMarketing #BusinessGrowth #FinancialLiteracy #CEO #Haircare
- [00:00:00] - Rashad Bilal welcomes back the audience and introduces the guest, Carolyn Aronson.
- [00:00:21] - Mention of Kelsey, Travis Kelsey, and Tyson Beckford.
- [00:00:42] - Discussion about It's a 10 Enterprises operating in numerous countries and its sales.
- [00:01:03] - Carolyn Aronson is honored to be named on Forbes 50 over 50.
- [00:01:49] - Carolyn describes the Rewind it 10 product and its qualities.
- [00:02:30] - Discussion about Carolyn's journey from a hairdresser to starting her company.
- [00:03:22] - Introduction of It's a 10 haircare and the miracle leave-in product.
- [00:04:06] - Troy asks about the initial product and marketing strategies.
- [00:06:05] - The concept behind the name, It's a 10, is discussed.
- [00:07:18] - Rashad asks about the initial marketing efforts.
- [00:09:09] - Carolyn discusses the failure of her first company.
- [00:11:41] - Carolyn talks about learning from initial failures about business efficiencies.
- [00:14:14] - Carolyn describes the early challenges and a breakthrough in California.
- [00:15:05] - Carolyn discusses what contributed to the company's success.
- [00:16:53] - Discussion about financial literacy and managing growth.
- [00:19:00] - The importance of adapting to social media and e-commerce strategies.
- [00:22:07] - Building a team and the importance of fitting within a company culture.
- [00:23:09] - Carolyn talks about product inclusivity and her background.
- [00:27:26] - The launch and strategy behind Rewind it 10.
- [00:32:20] - Carolyn discusses the acquisition focused on hair growth.
- [00:37:20] - Discussion on being a female entrepreneur in a male-dominated industry.
- [00:39:23] - Rashad mentions Target's diversity cutbacks and product inclusion challenges.
- [00:41:12] - Protecting brand and product formulas legally.
- [00:44:23] - Discussion on various business ventures like real estate and chartering.
- [00:46:22] - Carolyn shares thoughts on her company's legacy.
- [00:47:49] - Discussion about expanding into different regions, particularly targeting Japan.
- [00:49:33] - Carolyn's final message and encouragement to women entrepreneurs.
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