Khloé Kardashian has been named Global Ambassador for It’s a 10 Haircare ahead of its upcoming brand refresh and the company’s 20th anniversary in October.
The reality television star, entrepreneur and model will feature in several public appearances this year to promote the hair care brand’s “new era”.
Her role will also extend beyond events via a campaign designed to amplify the brand’s marketing across digital and social platforms.
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“It is amazing to join the brand as it celebrates 20 years and prepares to step into a new era," said Kardashian.
“This is a brand that has built real credibility and trust over time.
“What makes this partnership especially exciting is that it is evolving visually with a fresh new look, while keeping the formulas people love exactly the same.
“That kind of reinvention – without losing what made the brand great in the first place – is really powerful.”
Launching as an Ulta Beauty exclusive in summer 2026, the rebrand marks a “strategic evolution” for It’s a 10 Haircare.
The refreshed look is focused on aligning the brand’s visual identity with the modern beauty landscape, while preserving the professional-grade formulas that built its reputation.
Under the campaign ‘Salon-Level Reinvention, At Home’, the brand will roll out its full collection in updated, modern packaging alongside refreshed visuals.
Carolyn Aronson, stylist, founder and CEO of It’s a 10 Haircare, added: “Appointing Khloé Kardashian as our Global Brand Ambassador and first-ever celebrity partner felt like a natural fit.
“She represents confidence, authenticity and had already fallen in love with the brand through her professional stylists.
“She embodies the idea of evolving while staying true to who you are, which is exactly what this moment represents for us.
“After 20 years of proven results, 2026 feels like the right moment to elevate how the brand shows up in the world visually, while celebrating the products that made us iconic.
“This rebrand is about modernising our visual identity, expanding into a broader portfolio with new innovation, and meeting a new generation where they are without compromising what already works.”
It's a 10 Haircare was founded in 2005 by Aronson, and the company is best known for its Miracle Leave-In product.
Photo Credit: Greg Swales