Celebrity Name: Khloé Kardashian
Brand Name: It’s a 10 Haircare
Deal Type: Global Brand Ambassador
Announced: April 10, 2026
Impact: Elevates It’s a 10 Haircare from salon staple to pop-culture player, while reinforcing Khloé Kardashian as a sought-after face for beauty, fashion, and CPG partnerships
- It’s a 10 Haircare has tapped Khloé Kardashian as its first-ever global brand ambassador, a role that eluded the brand for its entire 20-year run.
- The announcement, made April 10, 2026, coincides with the brand’s 20th anniversary, a major packaging rebrand rolling out in summer 2026, and founder Carolyn Aronson’s upcoming memoir release.
- The partnership encompasses public appearances, a multi-channel advertising campaign, and short-form video content throughout 2026.
- It’s a 10 Haircare generates $500 million in annual retail revenue across 140 international markets, selling roughly 11 million bottles of its hero Miracle Leave-In spray each year.
Khloé Kardashian is officially the face of It’s a 10 Haircare. On April 10, 2026, the brand announced the reality star and entrepreneur as its first-ever global brand ambassador, just as it celebrates its 20th anniversary.
The deal will include a multi-channel advertising campaign, public appearances, and short-form video content throughout 2026, all anchored in the message of “salon-level reinvention, at home.”
The campaign will lean into Kardashian’s own personal reinvention story, including her time hosting the makeover series Revenge Body.
Founded in 2006 by CEO Carolyn Aronson, the brand sells around 11 million bottles of its iconic Miracle Leave-In spray annually and generates $500 million in retail revenue across 140 international markets.
It’s a 10 previously featured singer Justine Skye as ambassador for its Coily Miracle line, and its men’s sub-brand Rewind It 10 has worked with names including Fat Joe, DJ Khaled, and Travis Kelce.
This marks Kardashian’s first partnership with the haircare brand. She has been on a notable brand-building run, recently launching her Khloud protein snack line and partnering with Fabletics on its PureLuxe Push-Up Bra.
Her other active partnerships include jewelry brand Bulgari and Christofle, and she co-owns fashion brand Good American alongside Emma Grede.
The Kardashian partnership will also anchor the brand’s packaging rebrand, which begins rolling out in summer 2026 as a three-month Ulta Beauty exclusive before expanding to international markets.
Takeaways
It’s a 10 Haircare has spent two decades without a celebrity face, choosing Kardashian as the first-ever ambassador sends a clear message: the brand isn’t playing it safe for its 20th anniversary, it’s betting on cultural relevance and a reinvention narrative that Kardashian genuinely embodies.
The fact that Aronson took her time is worth noting. “We never paid them a dime,” she said of the celebrities who had organically praised the brand over the years. By waiting for someone who “chose them too,” the brand has positioned this as an authenticity play, which is exactly the kind of partnership consumers respond to in 2026’s skepticism-saturated endorsement landscape.
For Kardashian, this adds a credible beauty anchor to a portfolio that now spans fashion (Good American), snacks (Khloud), podcasting (Khloé in Wonder Land), and fitness. With 298 million Instagram followers, even passive content creation from this deal has blockbuster reach potential.
Could long-established “quiet” brands like It’s a 10 become mainstream pop-culture players through carefully timed celebrity deals? What other heritage beauty brands would you like to see pair up with a modern celebrity ambassador next?
