Earn Your Leisure Podcast: Episode Summary

Title: How Carolyn Aronson Built a $500M Haircare Empire, and Changed The Game with It’s A 10 Haircare
Host/Author: EYL Network
Release Date: March 6, 2025

Introduction to Carolyn Harrison and It’s a 10 Haircare

In this compelling episode of Earn Your Leisure, hosts Rashad Bilal and Troy Millings engage in an insightful conversation with Carolyn Harrison, the CEO and founder of It’s a 10 Enterprises. Carolyn shares her remarkable journey from a seasoned hairdresser to building a $500 million global haircare empire, operating in over 125 countries. Celebrated as one of Forbes' "50 Over 50," Carolyn's story is a testament to passion, resilience, and entrepreneurial spirit.

Origin Story and Early Challenges ([03:12])

Carolyn begins by recounting her humble beginnings as a hairdresser with 42 years of experience in the beauty industry. Eighteen years ago, after two decades behind the salon chair, she transitioned into manufacturing by launching It’s a 10 Haircare. Despite facing her first business failure—losing her initial company and investing her last $80,000 into It’s a 10—Carolyn persevered. “[We] started with just one bottle because that's all we could afford,” she explains ([03:29]). Her dedication led to the Miracle Leave-In product, now selling over 11 million bottles annually in the United States alone.

Product Development and Marketing Strategies ([05:04])

Carolyn emphasizes the importance of creating products that are simple, multifunctional, and easy to use for both professionals and consumers. Collaborating closely with chemists, she developed the iconic 10-in-1 formula, which became a cornerstone of the brand. “[It] was really about starting slow and steady up that mountain,” Carolyn notes ([05:04]). A pivotal marketing strategy was the mass sampling campaign, distributing millions of full-size bottles to hairdressers and later to Ulta stores, which significantly boosted brand recognition and sales ([08:16]).

Overcoming Failures and Streamlining Operations ([10:52])

Reflecting on her initial setbacks, Carolyn discusses the challenges of managing multiple vendors for different aspects of product development, leading to quality control issues. “[We] learned to work with more one-stop shops,” she states ([11:06]). This shift streamlined manufacturing processes, ensuring consistency and quality, which were crucial for maintaining market share in a highly competitive industry.

Scaling the Business and Financial Management ([13:05])

Carolyn attributes her company's scalable success to maintaining low overhead and a lean operation. Starting with just her and her partner, they gradually expanded to a team of 25-27 employees by hiring only essential staff and utilizing consultants. She underscores the importance of financial literacy, advocating for self-funding and reinvesting profits rather than relying on venture capital or accumulating debt. “[Growing slow and steady is the way to long-term success],” Carolyn asserts ([14:59]).

Embracing Social Media and Influencer Marketing ([18:37])

Adapting to the digital age was pivotal for It’s a 10 Haircare's continued relevance. Carolyn highlights the strategic shift from traditional magazine ads to leveraging platforms like TikTok and YouTube, and partnering with influencers such as Fat Joe and Nori Kelsey. “[Social media is the way of the future],” she affirms ([19:46]). This modern approach has allowed the brand to connect directly with a younger demographic and sustain its growth amidst evolving consumer behaviors.

Expanding into International Markets ([26:56])

Expanding to 125 countries was a significant milestone, achieved through strategic partnerships and leveraging existing relationships within the beauty industry. Carolyn shares the challenges faced during the COVID-19 pandemic, noting reliance on virtual meetings to negotiate distribution deals. “[Our products were already recognized internationally],” she explains ([27:06]). Future expansion plans include penetrating markets like Australia, Central and South America, and Japan, each presenting unique opportunities and challenges.

New Ventures: Rewind at 10 and Acquisitions ([28:10])

Carolyn introduces Rewind at 10, a new venture aimed at the emerging men's care market. Partnering with Fat Joe, the brand focuses on high-quality, multifunctional beard care products. “[It was time to raise the bar],” Carolyn states ([28:24]). Additionally, she discusses the acquisition of a Canadian hair growth brand, which has been repackaged and integrated into their portfolio as Fast and A Rise. This strategic acquisition aligns with It’s a 10’s mission to address diverse hair care needs across all cultures ([33:18]).

Protecting the Brand and Intellectual Property ([41:48])

In an industry rife with imitators, Carolyn emphasizes the importance of protecting the brand through legal measures such as trademarks and trade dress. Despite the inability to patent formulas, the company safeguards its unique packaging and branding elements. “[We have to make sure you have very solidified contracts with your fillers, with your manufacturers],” she explains ([42:10]). This vigilance has been key in maintaining the brand’s integrity and market position.

Legacy and Future Vision ([46:59])

Looking ahead, Carolyn envisions her legacy not just in terms of financial success but in her contributions to the world through her businesses. She aspires for It’s a 10 to continue making people look and feel beautiful while driving positive change globally. “[My legacy is about how I contributed to the world],” Carolyn shares ([47:21]). Although her children currently show limited interest in the family business, she remains optimistic about the enduring impact of her work.

Challenges as a Female Entrepreneur ([37:38])

Navigating the male-dominated beauty industry, Carolyn candidly discusses the obstacles she faced in gaining recognition and respect. As a Latina woman, she highlights the ongoing need for more female CEOs and leaders in the sector. “[It’s taken me years, you know, 50 over 50],” Carolyn remarks ([38:20]). Her perseverance serves as an inspiration for women aspiring to break barriers in similar fields.

Final Thoughts and Advice ([50:31])

In her closing remarks, Carolyn encourages women to pursue their dreams despite challenges, emphasizing that success is achievable through dedication and belief in one’s vision. “[Every woman can do it. I’m living proof of it],” she asserts ([50:31]).

Notable Quotes:

• Carolyn Harrison ([03:29]): “We started with just one bottle because that's all we could afford.”

• Carolyn Harrison ([05:04]): “It was really about starting slow and steady up that mountain.”

• Carolyn Harrison ([14:59]): “Growing slow and steady is the way to long-term success.”

• Carolyn Harrison ([19:46]): “Social media is the way of the future.”

• Carolyn Harrison ([28:24]): “It was time to raise the bar.”

• Carolyn Harrison ([42:10]): “We have to make sure you have very solidified contracts with your fillers, with your manufacturers.”

• Carolyn Harrison ([47:21]): “My legacy is about how I contributed to the world.”

• Carolyn Harrison ([50:31]): “Every woman can do it. I’m living proof of it.”

Conclusion

Carolyn Harrison’s journey with It’s a 10 Haircare exemplifies the blend of passion, strategic planning, and resilience required to build a successful global brand in the competitive beauty industry. Her insights on product development, marketing, scaling operations, and overcoming challenges provide invaluable lessons for aspiring entrepreneurs. This episode of Earn Your Leisure not only celebrates Carolyn’s achievements but also serves as an inspiring blueprint for building a legacy-driven business.