It's a 10 Haircare Rebrands After 20 Years: New Look at Ulta, Khloé Kardashian as Ambassador and 3 New Products

It's a 10 Haircare, the Miami brand best known for its Miracle Leave-In spray, unveiled its first-ever full rebrand on November 2, 2026, 20 years after launch. The refreshed packaging is launching exclusively at Ulta Beauty and Ulta.com from November 2. It arrives with three new products, four new collections and the brand's first celebrity partner: Khloé Kardashian as Global Brand Ambassador.

What's changing

According to the brand's press release, the rebrand brings a refreshed visual identity, new packaging and an expanded product line. It's a 10 says it has rebranded and repackaged more than 80 SKUs this year, the biggest portfolio overhaul in its 20-year history. The campaign is called "New Era. Same 10."

Founder and CEO Carolyn Aronson, a stylist, said the formulas are not being reinvented: "This isn't a reinvention of who we are—it's an evolution of how we show up." For shoppers, that means familiar products such as the Miracle Leave-In are getting new bottles, not new formulas. The brand says the product's "proven performance carries forward." It's a 10 says it sells more than 11 million bottles of the Miracle Leave-In a year in the US.

During the changeover you may see old and new packaging side by side, and several product pages on the brand's site already say "packaging may vary."

The new products

The rebrand launches with three new products, with Ulta.com listing these prices:

It's a 10 is also adding four new collections: Glossing, Curly, Intense Hydration and Texture. It says four more products will follow "shortly after," heading into the holiday season: Miracle Dry Shampoo, Miracle Rain Gloss, Translucent Texture Powder and Volumizing Spray. The release gives no dates or prices for them.

Khloé Kardashian joins as Global Brand Ambassador

Khloé Kardashian will front the relaunch across social media, retail, digital content and live events. Aronson said Kardashian "had already fallen in love with the brand through her professional stylists" and is the brand's "first-ever celebrity partner."

Where to buy

• Ulta Beauty and Ulta.com have the new packaging first, as an exclusive launch from November 2. Shianna Davey, Ulta Beauty's vice president of merchandising, called the launch "something both new and familiar" for Ulta shoppers.
• itsa10haircare.com still sells the full range, including the Miracle Leave-In at $22.00 for 4 oz. Sales on the brand's site are final, and free shipping starts at $35.

Before you buy, our It's a 10 shopping guide explains the brand's final-sale policy, shipping charges and Miracle Rewards points. Our Miracle Leave-In review looks at the flagship formula. Our guide to the Miracle Leave-In versions helps you pick between Lite, Plus Keratin, Coily and the rest. For Ulta's side of the purchase, see our Ulta Beauty rewards and returns guide.

References

1. It's a 10 Haircare, "After 20 Years of Iconic Haircare, It's a 10 Unveils Its Next Chapter," PR Newswire, November 2, 2026. https://www.prnewswire.com/news-releases/after-20-years-of-iconic-haircare-its-a-10-unveils-its-next-chapter-302925939.html
2. Ulta Beauty, It's a 10 Miracle Styling Foam product page, accessed November 2, 2026. https://www.ulta.com/p/miracle-styling-foam-pimprod2062324?sku=2655765
3. Ulta Beauty, It's a 10 Keratin Hair Mask product page, accessed November 2, 2026. https://www.ulta.com/p/keratin-hair-mask-pimprod2059783?sku=2655771
4. Ulta Beauty, It's a 10 Volumizing Glaze product page, accessed November 2, 2026. https://www.ulta.com/p/volumizing-glaze-pimprod2059637?sku=2655767
5. It's a 10 Haircare, "It's a 10 Miracle Leave-In" product page, accessed November 2, 2026. https://itsa10haircare.com/products/miracle-leave-in-product