How Carolyn Aronson Built a $500M Haircare Empire, and Changed The Game with It’s A 10 Haircare

Summary

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

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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]).

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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.”

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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.

Transcript

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[Host]

All right, welcome back, guys.

[Co-host]

Yeah. Yeah.

[Host]

Yes. We have a great conversation ahead of us today. We have Carolyn Harrison, CEO and founder of It's a 10 Enterprises. So beauty hairline, you might be familiar with our guy, Fat Joe. And recently Nori Khaled.

[Co-host]

Khaled Kelsey.

[Host]

Yeah, Kelsey, for sure. That's a big one. And then what was the model? Tyson. Tyson Beckford.

[Co-host]

Yeah.

[Host]

But years and years in the beauty industry has built a beauty empire. And I don't know if this is correct or not, but I. I read where it said $500 million in annual sales and operates in over 107 countries.

[Carolyn Harrison]

We are up to 125 countries. And yeah, I would say the sales are, you know, at least that much.

[Host]

At least.

[Carolyn Harrison]

At least.

[Co-host]

Minimum.

[Carolyn Harrison]

We are privately owned companies, so we don't report to anyone. But those are retail. Retail numbers.

[Host]

Business is booming.

[Co-host]

Y. Congratulations.

[Host]

You were named Forbes 50 on 50 over 50.

[Carolyn Harrison]

That's right. Yeah. That was a complete honor.

[Host]

Congratulations. Rewind it 10.

[Co-host]

Yep.

[Host]

Which aka rewind the time.

[Co-host]

Yeah, we know that's been coined by.

[Host]

Okhed and Fat Joe.

[Co-host]

Yep.

[Host]

And now Nori's involved with it. Kelsey, Travis, Kelsey and Tyson Beckford.

[Co-host]

Yeah.

[Host]

So that's like the just for men kind of thing, but. Right. It's a dye for your beard.

[Carolyn Harrison]

Is. It is hair and dye beard that's in a box. But it's very different than just for men. We've raised the bar within that category and really have brought a quality, professional Italian color to the masses. So, you know, it's just, it's the same concept but a little better, higher quality.

[Co-host]

Yes, of course, of course it'd be.

[Host]

And it's all over too. I saw it in cvs. That's right, it's all over of these.

[Carolyn Harrison]

Going in Target, about to launch in Target.

[Host]

So yeah, picking up a lot of steam about beards.

[Co-host]

You know, we know a thing or.

[Carolyn Harrison]

Two about them just a little bit.

[Co-host]

Yeah, yeah, yeah.

[Host]

So first and foremost, thank you for joining us. Appreciate it.

[Carolyn Harrison]

Our pleasure. My pleasure. Thank you for having me.

[Co-host]

Absolutely.

[Host]

So, yeah, so you've built this, this empire in 120 some odd countries and over $500 million in annual sales. But where does it start? Like what's the origin story of you becoming an entrepreneur start? I'm starting this, this company and in.

[Carolyn Harrison]

This country because we're blessed to be able to do that. Right. It's super important that we know we have those freedoms. So I really started as a hairdresser. I've been in the beauty industry for 42 years and those annual sales are just it's a 10 hair care sales. So I started it's a 10 hair care 18 years ago after I stood behind the chair for 20 years and so really kind of migrated into manufacturing after being a hairdresser and a salon owner. Had my first company that completely failed, lost everything and took our last few dollars, $80,000, me and my partner, 40,000 each and started it's a 10 haircare with just one bottle because that's all we could afford. And we started with the miracle leave in product which now sells over 11 million bottles a year just in the United States. So that particular company really exploded and in 2017 I bought my partner out. So I'm the only Latina owned professional hair care brand of my size in the world. And really it's just my years of passion for the beauty industry and really looking to raise the bar in many categories. I saw you introduce me as it's a 10 enterprises and that's really what's evolved out of all my years of experience is many beauty brands rewind attend being one of them and super excited about that one. And so we're working on rewind her 10. So we're going to just keep going and really bring bringing, you know, great things to, to the consumer and to the professional hairdresser.

[Co-host]

So this is, I mean it's an incredible story. Right? You start as a Product. And I want to talk about the product, the first one, right, to leave the magical leave in. Because as you're creating that product, one of the toughest things to do in hair care, especially in beauty, is to market that to the masses. So how did you make this product? The how did you know it was the product? And how did you get it into the right people's hands so that people can know about it?

[Carolyn Harrison]

So, you know, I think my frustration behind the chair, really looking to create something that will see simple, easy to use, multifunctional. Not only could the hairdresser understand it, but the consumer could understand it, was really what I sought out to do. And in that process, obviously, getting it into hairdresser's hands. So we started off within the professional sector, CosmoProf, which is owned by Sally Beauty Holdings, It's a professional distribution center only selling to hair salons. So we started off with them with the one bott only in California. God. God bless California. Right now with what they're going through, I'm super supportive of them. We just donated a half million dollars in products because that's where we started. And we got it in the hairdresser's hands, gave out free samples, and it just went like wildfire across the United States. So it was really about. It says 10 things on the back. The names are simple, the colors pop. They're very Latina, bright and, you know, bubbly colors. And it was really just bringing something to the industry that I really felt it needed and really getting it into hairdressers hands because that's how brands are built through passion and through that organic, really brands that last forever. Like, I mean, we're 18 years into this now, so ones that really have legs. I'm a strong believer in starting slow and steady up that mountain. And so that's, you know, that's how we started.

[Co-host]

Now the name, it's a 10 is when we think 10. 10 out of 10 is perfection. Of course, is that where the origins are? We don't put this product out. It's perfection.

[Carolyn Harrison]

And not only that, I actually work with Chemex to develop the formulas. Excuse me. And it was that process when I would say to them, hey, you know what? This is only a six. Send it back, do this, do that, add more, slip. I wanted to do this. And I kind of created these hybrid products that really became very, very loved throughout society. So that's really where it came from. Striving for that 10 always. But sometimes it's a process and realizing that you know what, you have to work towards that little by little.

[Host]

So when you started, did you have a relationship with the chemist, with the manufacturers, with the wholesalers, or is from your expertise in the beauty industry already or you just kind of went and figured it out on your own?

[Carolyn Harrison]

Yeah, we figured it out little by little. We made some connections. California is a big hub for a lot of the manufacturing as well. And the beauty industry, a lot of it starts there. But we had made some connections through some other brands and people, the chemists behind them. So we just started working with them. And you know, I got in deep and got my hands dirty and really worked heavy with the chemists to really create unique products.

[Host]

How'd you, how'd you market it?

[Carolyn Harrison]

You know, as I mentioned, a big part of it obviously was pop of color, unique concept. It's a 10, does 10 things, multifunctional, kind of very eye catching from the beginning. But really the marketing in the beginning was mass sampling and that was unusual for then. You know, they had done it years ago, but they'd gotten away from it. So we were literally giving out full size bottles left and right. Millions. Some are probably one of the largest sampling campaigns in the history of the beauty world. At one point we gave.

[Host]

Who are you giving them to?

[Carolyn Harrison]

So we were giving the hairdressers. And then as we grew and scaled, we gave 2 million bottles to Ulta stores across the United States. So we really kind of. And to this day, when we launch in a new country, we give out little 2 ounce sample bottles and it people get hooked once they use it. It's one of those products, it's. I call it a golden formula within the industry. It is that life changing to people. So. And that's how we're able 18 years later, even being knocked off so many times, we've been able to really keep our market share. It's a quality, it's a 10.

[Co-host]

It's a 10. Yeah. So that's part of it, that it's a competitive industry. But you said something very important earlier. You said that you're one of very few Latinos in this space.

[Carolyn Harrison]

Yeah.

[Co-host]

And so when you start in this, who are you looking to, to say like, hey, I can get advice from this person or are you relying on your peers and pretty much your customers as a test base to figure out how you're going to build this?

[Carolyn Harrison]

You know, I think part of it is my years of experience. You know, I touch thousands of heads and use thousands of products. So I kind of have a feeling for really what is what I should bring to market and how. But really it is my peers. You know, you have other hairdressers testing them. You have, you know, consumers testing them. It is a whole process. And, and you know, sometimes it's not always perfect. There's times when, you know, what I put a product out and doesn't do so good, you know, and maybe, maybe I bring it back to market later. I just remarket it. Marketing is really important as well. And I think keeping things very simple and easy for people to understand is where I kind of came in the back door. You know, at the time when I launched the company in 2006, as you mentioned, the market was oversaturated. It was very competitive. I mean I was up against L'Oreal P&G. These are multimillion dollar marketing budgets. And we were like the little train that came from behind. And like, I think I can, I think I can. And really kind came in the back door through the mass sampling campaigns.

[Host]

So you got the mass sampling campaigns. It's going good. But is that you said your first attempt, you actually ended up failing, right?

[Carolyn Harrison]

Yes.

[Host]

So how did that actually go from having a success to actually not working out?

[Carolyn Harrison]

That's a great question. Because as we all know, right, our, our failures are opportunities to grow and learn. So when we first started, as you mentioned, we basically kind of just were diving in headfirst and learning as we went. And we really did everything to a la carte. We had a separate chemist and a separate ingredient company, a separate label company, separate sprayer company, a separate bottle company. And to create the cohesive product on the shelf and have all those vendors come together simultaneously was difficult. We had a lot of QC issues. And so we learned, I think to really work with more one stop shops and really finding vendors and people to help you your vision to life that maybe have a few different services under one roof. And that helps a lot. You know, you need to streamline your manufacturing. So when you can actually go into a house, let's say it's a bottling house that has all the caps, it has all the design teams, it has all the labeling companies, right. Where in these cohesive teams now that are out there, it's like, why go to a plumbing store or go to an electrical store when you can go to Home Depot? So understanding that sometimes working smarter and not always harder, and I know that's a very cliche phrase, we all work very hard, but there is, there are ways that you can make your time more proficient and, and really learn the ropes and how to really, truly manufacture in a very efficient way.

[Co-host]

Yeah, we've been, you know, standing by that line. Right. You got to, you got to work smart. You said a lot of things just now in terms of somebody was trying to start about building that team, making it simple. One of the things we always stress is in order to have a business that's going to be successful and scalable, you have to start with low overhead. Right. So in this business in the early stages, I know you said you brought out your partner, but like how cash intensive was it or wasn't it when you're, you're starting to build this and getting the bottles and getting manufacturing and finding the simplest way to do it.

[Carolyn Harrison]

Yeah, that's a great question because I think we're definitely one for the textbooks. I think Harvard needs to do a study on us. We had very little money, as I mentioned, so it was just me and my partner working originally. I kind of ran the inside, designed everything and made sure everything was flowing and he was outside sales. And so we grew very slow but steady. And as we grew, we just would hire only what we needed and sometimes outside consultants. So 1099, and to this day we run very kind of lean and mean. I think we have 25 employees, and I think companies, my side usually have 100 at least.

[Co-host]

I'm just thinking about the sales. 25 people.

[Carolyn Harrison]

Yeah, we have 25 employees. Yeah. So we may even have 27 now. You know, I mean, we're growing big, hard and strong here, so. But yeah, I think that it's really important. You know, I have the mindset that growing slow and steady is the way to long term success. I think part of the problem today and the mindset of people and entrepreneurs is that they need to explode and they need to do everything at once. And I'm not really a believer in that. You know, it's, you know how they always say you're an overnight success, but it took me 18 years and that's really where we're at. It's actually 42 years. It's a lifetime of living and breathing one thing, the beauty industry and staying consistent and persistent. And so, you know, to me, that's the key to success. They say that the fastest way to the top is slow and steady.

[Host]

So you, so you start, you have some trouble, you get back on track, you figure how to, you know, consolidate things. When do you really start to hit your stride? Like, at what point do you start to really take off?

[Carolyn Harrison]

You know, it's probably two years into it, we really started seeing.

[Host]

So it failed year one.

[Carolyn Harrison]

The other company really failed within probably the first. Yeah, 18 months, 24 months. We kind of migrated that company into our new one, but we had, we had to shut down the old one and literally start a whole new brand in a new company.

[Host]

Okay.

[Carolyn Harrison]

So, but, you know, we tried to kind of take some of the inventory and, you know, work through it and do some things to help subsidize our new company a little bit. But we also had built of those relationships. And so we, we kind of, you know, worked with some of the relationships in a way that helped us work through into the new company. So listen, everything is, is, is that whole relationship base so much of every industry, right? It's all about that, that working and.

[Host]

What, what made it go to the moon.

[Carolyn Harrison]

It was probably a combination of things. It was a magical recipe. It really was. And it was a timings thing where the distributor that we were working with had just lost L'Oreal, so they were willing to give us a shot. One little bottle, right? They were like, hey, we need, you know, some new brands. Let's. Let's give it a try. And it took off like wildfire. I mean, that's the miraculous part of it. It truly is a miracle that has just really, you know, blossomed into this massive worldwide brand.

[Co-host]

So after you get the, the first product. This is always tough in business, knowing when to scale and create more. I mean, I got the list here. I can run them off. So you got. It's a 10 here. Care. It's a 10. Tools, extensions. How are you realizing and, and analyzing? Okay, it's time to add an extension to this empire. It's time to add an extension to this empire. And now you look and it's like, well, we really have an empire.

[Carolyn Harrison]

That's right. You know, I think part of it is your gut, but also it's financial literacy. It's absolutely key to success. Knowing when to spend, how to spend, how to manage it, and how to manage growth. I think that tends to be the downfall of a lot of entrepreneurs. They aren't quite sure how to actually manage that growth and, and, and not get themselves in too much debt, not to expand too quickly. And I mean, that's, that's part of it because so many people want to hurry up and just move into the next categories and expand when actually they haven't solidified the last one. So it's really, really important to get those legs under your initial acquisitions and your brands and we just made our first acquisition. That's why I say acquisition. And so yeah, I mean it's as I mentioned, you know it took, it took years and, and we were completely self funded the whole time. So as money would come in we would reinvest. And that's really unusual. I mean a lot of companies bring in venture to grow and it's, it's very common in today's world obviously to borrow money. We didn't do a lot of that. We let the company grow itself. And I'm old school when it comes to finances. I'm kind of like the Latina Suze Orman as far as how I, how I manage my money. If I can't afford it, I don't do it and I don't buy it. And I live that way to this day even as someone, as a wealthy person.

[Host]

So what role has like beauty influences played? Do you guys utilize that at all? Because that's something that's become really big.

[Carolyn Harrison]

Especially tick tock and YouTube and listen, you know, for an 18 year old brand to literally migrate through the times and still remain relevant and you know, have our, our demographic go down seven years over the last few years because are engaging in the social media and the influencers in the ways of today. I mean when I started this company we were doing magazine ads, you know, I mean technology wasn't even there. So that's the president of the company, Jeff Aronson, who's absolutely brilliant, who was also behind the marketing of rewind at 10, putting the guys faces on the boxes.

[Host]

That's your husband?

[Carolyn Harrison]

That's my husband, yes. And so yeah, I mean that, that's really keeping up with the times is such an important part of any brand and not only with technology in what you're actually creating. So the newness of the products and keeping up with the styles and everything is such a major part of it. And that's I think where a lot of brands get challenged over time.

[Host]

Did you accept that right away? Because that's difficult. Like Blockbuster went out of business because they didn't realize what was happening. So a lot of companies don't actually understand things until it's too late. So this whole beauty influencer thing I would assume when people kind of didn't fully understand it at first. So did you realize right away or was it, did it take time to appreciate social media?

[Carolyn Harrison]

Great question. So in 2017 when I became sole owner of the company and I had so much vision about how I was going to literally become the driver of the Brand bus and literally take control of my distribution for the first time ever really in the history since its been incepted, you know, so, so I had all these ideas. I want to expand distribution and change the company. But I also knew that we really needed to come into the ages. Right. And that's where Jeff came in and he said a couple things because we negotiated him becoming on, you know, and working with it's a 10. And he said, I'll do it under one condition. That you come from behind the curtain Oz and you become the face of the brand. Because social media is the way of the future and we need to also build E Commerce. And he's a genius at all of that. And I love technology. I always have. I've always been a Mac person and loving the newness in technology. So I was very receptive to it. But I also was a little bit afraid because it's expensive. When we he, when I first owned the company, we had a website that said hi where it's a 10 and had pictures of our products because we were professional only we had distributors you couldn't buy from us directly. First thing he did was create a website and we started marketing directly to consumer and I mean that's literally grown thousands of percent over the last few years. It is a major part of our business and obviously using the technology to cultivate that business is now a way of life for us and it's exciting. We're getting more and more involved in it all the time and yeah, I love it.

[Co-host]

That's incredible. So I mean that, that speaks a lot to having a strong team. And when you have a lean team, like you said, 25, maybe 27 now, you kind of have to get it right. Right. You've got to get it right when you're running that, that thing with team. So what's that process like of bringing people on and realizing it's a good fit or not for you? Right. Because at some point as, as you said, as you start scaling more, you have less time for yourself. So you have to put people in positions of power, give up a little bit of control to delegate. It's. It's delicate balance.

[Carolyn Harrison]

Yes, yes. And you know, I think as we talked about networking, all of my years within this industry, I've had a lot of experience meeting all types of people within the industry. And I can remember literally like thinking to myself, oh my God, I wish I could hire a person like that or I wish I could have that cfo. I wish I could have that person of Marketing, retail, you know, senior vp, executive. And little by little, we've been able to actually hire them and work with them, and it's been a dream come true because your team is everything. They help me bring my visions to life, and they're the experts at it. And I learned from them and they learned from me. And it's like this great tango. So when you have those experiences and you start feeling, does this person fit or not? You know, pretty quick, usually within 90 days, you know, and so, you know, that's really how we've been able to grow our team and build the people that work with us. They, they, you know, we're a tight team. So you got it. You do. You have to kind of fit in the family and fit, fit in the mentality, because we all wear a lot of hats. We're not a typical corporate company. We're extremely entrepreneurial. We turn on a dime. It's a lot of excitement and a lot of work. But when we're doing it, we're all really passionate about it, and we're all really involved in building the brands and creating what it is you see on shelves.

[Host]

So the products, was it ever made for one specific demographic? Obviously, as a Latina, was that the idea to kind of make it for every single person? Is that even possible? Like, what, What's. Who is the products actually made for?

[Carolyn Harrison]

Great question. Because, you know, back in 2005, when I was formulating these products, there was a black hair care aisle and there was a Caucasian hair care aisle. And really, the products were able to kind of sit on both shelves. And so in the beginning, we had a lot of organic passion from a lot of stars that we couldn't afford to pay. We never did pay them. But every. Everyone from like Christina Applegate to Gabrielle Union was literally publicly speaking on magazines, on Twitter, on their social media about our brand, completely unsolicited. And it was an honor because I believe it within my culture. You know, we have everything. We have, we have Afro Latina, we have almost, you know, blonde hair, blue eye. I mean, we are the melting. The Puerto Rican island is a melting pot. And so that mentality really, you know, I, when I stood behind the chair, I always did every type of hair. I was one of the only hairdressers in the salon that did everything from black hair to Jewish hair to Arab hair to white hair. I was willing to embrace it all. And so maybe that really helped in what it was that I created, because we were inclusive long before that word was even the buzzword so.

[Host]

So it goes across.

[Carolyn Harrison]

It goes across. And what I've done is color coded collections for hair issues. So we have a coily collection, we have a scalp collection, we have, you know, all these different color coded collections that really are targeted. They're. Each one has a leave in, so that's a foundation. But they're targeted to solve hair problems. Because we are a melting pot. We are becoming more and more mixed. So maybe you have a few different problems and you need, you know, products from each one.

[Co-host]

I mean. Yeah, that makes a lot of sense. Yeah, so you go from here. But we also have cosmetics. So I mean this is a huge industry. We've watched entrepreneurs become billionaires in this space. Everywhere you go, this is one of those demographics and, and skus that always gets younger. Right. Like I have a 13 year old, she wants to go to Ulta, she wants to go to Sephora, she's buying cosmetics. It always gets younger. What was that venture like getting into that space?

[Carolyn Harrison]

You know, listen, I've been using cosmetics since I was 7 years old and so it just made sense to me. I mean the whole it's a 10 is a head to toe experience. So cosmetics was just a natural fit to me. And once again, simple, easy to use, multifunctional products that you don't need YouTube tutor or a million brushes or to be an expert to actually use. The applicators are right in there. So it definitely is more consumer friendly but really mid price range and just something that I think it's really easy for people to understand and use.

[Host]

So you're expanding. So you're in 125 countries. How does that work? Like how were you able to go to so many countries? What was the process of that?

[Carolyn Harrison]

You know, it's interesting as we expand, we started actually it was right around Covid. So that was a tough time to start launching international. A lot of it was done through zoom. But you know, it's interesting as we started approaching countries and distributors and once again relationships we had, you know, obviously people who are experts in expanding beauty brands internationally. So we partnered with them to do it. But as that happened, the, the products actually were already recognized, which was really great. The products were, you know, people had been bringing in their suitcases into the countries for years. Most brands go internationally within a few years of them expanding and our particular brand didn't do that until we were almost 12 years old. So that was unusual. So we are finding as we expand and as we go around the world, there are just more and more Countries that are just really glad we're finally there.

[Co-host]

I want to talk about rewind at 10.

[Carolyn Harrison]

Yeah.

[Co-host]

It's been a great marketing plan. Talking about having the Face of Celebrity on it, using it as part of the marketing strategy. Why in this moment did you feel like it was necessary to come to market with this right now?

[Carolyn Harrison]

Yeah, you know, that's a great question, because Joe's been bugging me for probably, like, six or seven years to do it. And you know what? I just. I wasn't ready. But also, I wasn't so sure the market was ready. And so I really feel that with the barbering world exploding, with the men's care world exploding, which is a phenomenal thing, I'm so glad that men are actually partaking in skin care and. And, you know, hair care and. And even just overall health care. Right. On a whole nother level, I just felt like, you know what? It was time and. And it was just a really. I knew I could raise the bar. I knew that wasn't easy. I knew what it needed. You know, the Beijings of the world weren't cutting it, so I just knew that, really with the partnership with Joe, with Jeff's amazing marketing concept behind it, and us being able to bring that to life, not one of those guys will cut a check. And it's Joe's relationships, but it's also the marketing concept and programs that Jess had put behind it that really people were excited about and were willing to get on board with without getting a check. So between the three of us, it was this great trifecta that I thought, you know what this is, is this is the perfect time to do it. So I flew over to Italy many times and really wanted to create amazing formulas. They have natural ingredients. We have stain wipes in the box. I mean, we just thought of all the things that that were needed and should have been provided from day one.

[Host]

You know, so they didn't get paid. So some level of equity that they get and I'm assuming.

[Carolyn Harrison]

Sure. I mean, they. They're getting a cut of everything that.

[Host]

Happens, but it's in their interest to sell.

[Carolyn Harrison]

Absolutely.

[Host]

The more they sell, the more they get paid type situation.

[Carolyn Harrison]

Absolutely. That's right. So they're out there promoting. I mean, we're talking literally hundreds and hundreds of millions of impressions. When they do their posts or they go to cvs, Tyson's all over it, and he's up in CVS all the time. He's great.

[Co-host]

How have the sale? I mean, it's been. I feel like maybe 18 months, maybe less than that since I feel like.

[Carolyn Harrison]

Yeah.

[Co-host]

How has the first 18 months been?

[Carolyn Harrison]

Oh, it's exploded. I mean, as you mentioned, there are other brands that are running, like, scared a little bit. I think they're definitely a little worried. You know, it's. It has just been really everything handsome. And I think it's just going to continue to grow because people are using it and realizing, like, wow, this is superior product. I actually used it, and it. The color is what it says on the box. You know, half the time you pick up other boxes and you aren't sure what you're going to get. So just for a lot of reasons, you know.

[Host]

So who. So Fat Joe was the one that recruited everybody?

[Carolyn Harrison]

Yeah, pretty much. Yeah. There's some of them. There's an MMA player. My husband's partnering with ufc, so he's in the MMA world. So we do have wonder boy who's worldwide champion mma. So with ufc, so we do have some other esports people, you know, but yeah, I mean, a lot of it is Joe's. Joe's contacts, relationships. And listen, if he doesn't know them, them, he calls them up, DM them, you know, be like, hey, you want to get out of box? You know, And a lot of people are obviously very responsive. He's well known, so. And he's. He's growing and exploding. I'm so happy for him about what's going on in his life as well. He's stayed relevant for 25 years. How do you do that in today's society? Right. You know, especially as a rapper, especially as a hair care brand. Hair care brands to me are like bars. They come and go in restaurants. A lot of hair care brands come and go. So how do you stay relevant and successful after 20, you know, years?

[Host]

It's, you know, I'm sure you got approached to sell your company. That was never a thought for you, right?

[Carolyn Harrison]

Number have multiple bees and you haven't. And if it's not going there, I'm really cool doing what I do. Yeah, I mean, it'd have to be an insane amount of money. So I love what I do and I love creating and I love to continue to expand. We're launching two new brands this year as well as we made the acquisitions. So, yeah, we just launched Cloud, a retail brand that's going in CVS and Walmarts. Listen, I've spent a lifetime building these relationships and doing what I love, and it would take so much money to have me stop. I don't even know If I would really want to, you know, I mean, I don't know. I love what I do. So.

[Co-host]

So let's talk about the acquisition because if I read it correctly, this is about hair growth now.

[Carolyn Harrison]

Now it is.

[Co-host]

Which is, I mean, you're talking about full service now, right? First is to leave in as the miracle product. Right. Then we're getting cosmetics and we're getting extensions and now hair growth, which is something that obviously is, is a concern for a lot of men. It is not speaking for myself, but talk about the, what was that process like? Was this the first acquisition? Is this something that you guys are looking to do in the future as well?

[Carolyn Harrison]

Yeah, I mean it is my first acquisition. You know, I've been approached plenty of times over the years by people wanting me to buy their companies and you know, nothing ever really felt right. But this one really felt right. This is a brand out of Canada that had been in business many, many years by accident. They were in 40 countries and it was kind of run very small, but was a worldwide brand, wasn't real strong in America. But they actually have clinical. So it works. We have proof it works. Lot of natural ingredients and amino acids and you know, anytime something really works, pick up, people can pick up a bottle and feel the results instantly it's a winner. So I knew that it was something I really wanted to acquire. And so yeah, I mean we were able to make it happen. And so what we have done is totally repackaged it, kind of even renamed parts of it. And so we have the one brand called Fast and it's all about growing hair faster, longer, stronger. So that's really for maybe the, you know, Gen Z and the younger clientele who really wants to be able to grow their hair very long. And that's across all cultures. That's a problem with all cultures that they can't necessarily grow their hair as fast as long as they want. But then there's a rise which we are launching at the end of this year, fastest launching in April and arise at the end of the year. And that's about truly growing back hair for men. For women, it's currently sold all over the world. A lot of it is sold in like pharmaceutical type environments. So we changed the packaging, we raised the bar, made it much more high end and called it a rise. So I know that's going to do amazing as well.

[Co-host]

How important is pricing when you, when obviously you're creating these products, you're looking at obviously the price that it costs to make versus the price of Cost to sell, there's a fine balance in between.

[Carolyn Harrison]

To me it's very important. You know, I'm a self made person. I never, I was never someone who was always rolling money. And I think it's more important to really be able for the masses to afford things. So we're definitely more masstige, a little bit prestigious with more of affordable mass price. Not totally, you know, mass, not 8 or $10 a bottle but in the 20s. So it's definitely more, more reasonably priced where a lot of people can find a way to afford it even if they are on budgets. And they do. I mean when they find something that works, you know, I've gotten handwritten letters from people like I'm in college and I ate Mac and cheese this week so I could get my hair care, you know. And that's the mentality of people today, men and women, they're willing to make the stretch to actually have the, the products that they really want and need.

[Host]

So what was the process? Are you, are you buying out your partner?

[Carolyn Harrison]

Wow. A long one. A really long one. At that time we had kind of thought about selling and that didn't work out and so we knew it was time to kind of depart ways. And so it was an interesting one. Definitely going to write a book about it. It's going to be coming out because it wasn't for the weary. It definitely was an interesting process but really I stuck to my guns. I knew what I created. I knew that I did create it and I had to fight for it at times even to own my own formulas. And so some court battles, but I won them and really made some history within the industry. So that's one bit of advice I would give to somebody is fight for what's yours and what you believe in. So many people get discouraged and walk away from what they've truly created and I don't recommend doing that.

[Co-host]

So you said this is a privately owned company?

[Carolyn Harrison]

Yes.

[Co-host]

Are there ever thoughts or maybe down the road that potentially the public could own it or maybe taking it to the market?

[Carolyn Harrison]

You know, I've thought about those things. A lot of interesting things have happened in my industry. There's been some spacs. I mean, I don't know if you've looked into the Olaplex situation and what happened there and I went public and there were spacs involved in everything. So. So yeah, you know what? I've thought about everything. Kind of like where it's at.

[Host]

What are some of the biggest hurdles that you face using as a female Entrepreneur. Like, were there obstacles that you had to overcome?

[Carolyn Harrison]

Yeah, I mean, I'm in a man's industry. Believe it or not, the beauty industry is run by men. Yeah, of course. You know, it's taken years for me, you know, 50 over 50. I'm in my 50s, so I'm 58 years old. It's taken me years to be actually taken seriously and recognized. And so I always say my 40s I was justified. But my 50s is a whole nother level. You know, I'm actually being recognized and it's taken a lifetime, you know, half a lifetime. I'm going to be over 100 when I, you know, go.

[Host]

So.

[Carolyn Harrison]

So, yeah, no, it's. You have to. Really. Yeah. I think that we need more women CEOs in the beauty industry and more women coming up from the bottom and working their way up to top positions because we are really the mass consumer of this industry. So I would love to see more women in C level positions within it.

[Co-host]

Is there such thing as work life balance for you? I know obviously you said that your husband's working inside the business. That might help, but even when we were speaking prior to what is leisure? We're not even sure what that means because the work. Work feels. I mean, you do what you love, but you are working in it. And even when you're not working in it, you're thinking about it.

[Carolyn Harrison]

Yeah.

[Co-host]

And when you're away from it, you can't wait to get back to it. Is there such thing as work life balance?

[Carolyn Harrison]

Yeah, you know, that's. I asked you, what does earn your leisure mean? I'm not so sure I know what that means. Because, you know, my, my balance is. Is work. I love to work. And so yes, you, you do have to have some balance, obviously, you know, and, and I love spending time with my loved ones and with my quality family and friends. But I'm. My happy place is work. It really is. I love what I do and I love the game. I'm addicted to the game. So I'm not so sure there's ever really going to be a balance for me. What, what most people would consider balance because, you know, what I like to do is different. So I'm happy doing what I like.

[Host]

How do you feel just being in a beauty industry? Target. Recently there, they said they're cutting back on diversity. I forget the exact language, but just product.

[Carolyn Harrison]

Product.

[Host]

But just the products as well. Right. Like, so, I mean, one thing, the DEI thing is one thing from a corporate employee standpoint, but now they're Actually rolling back on products as well.

[Carolyn Harrison]

I have a hard time believing that because the consumer is going to predict that they can say they're going to do that. And by the, I never rode that wave. I've been a minority owned business, female double minority Puerto Rican woman, 100% Puerto Rican owned business since inception. I recently only got certified as a minority owned business. And oh my God, what I had to go through, I had to get like birth certificates from my abuela. My abuelita was like digging in. So. So, you know, I never really leaned on that to build my empire. But what I've created has been consumed by diverse people. So they can say and do what they're going to say and do, but the consumer is really going to predict what kind of products they need, what kind of products they're going to buy. Our coily collection is now launching a tight sector to it, raising the bar. High quality products for all hair types is what the world needs. And as I continue to create them, no matter who claims some, you know, big corporation who claims they're gonna, you know, bring them or not, the consumer dictates what they want and need. And so when they hit the shelf, they sell. And that's what it's all about.

[Co-host]

Yeah, when you're on the shelf, obviously there's obviously competition. You talked about creating the formulas for a lot of the products. How do you protect it? Is there a patent that you have to go after in the beauty industry? Like, what is that process? We know, like a lot of times when you name a product, you trademark it, but this is a little bit different. So how do you protect the brand from dupes?

[Carolyn Harrison]

Yeah. And super important to do from day one because, you know, when we started this company, I think we knew we would be successful, but we never thought we'd be this successful where people are literally trying to steal your formulas like your Coca Cola, you know, so how do you protect that? And the process is a legal process. Yes. Trademarking. You cannot actually patent formulas within the beauty industry. Very rarely you may be able to patent a process and. But there's so many common ingredients within these formulas. It's really kind of hard to patent exact formulas. And so it is. There's a lot of legal, you know, T's you got across I's, you got a dot making sure you have very solidified contracts with your fillers, with your manufacturers. So they're not, you know, trying to kind of steal your, your, your ideas, what you've created, and then really making sure that you're fully trademarked trade dressed. How does your bottle look on shelf? That's trade dress. So not only are you trademarking your names, but you're actually trade dressing your actual look of which I had to do in China. China stole my name. So I went into hired attorneys in China and I had to, you know, trademark my trade dress so they couldn't actually have a bottle looking like me. So there's a lot, you know, we created the 10 bullet points on the back of a bottle. Every single brand has knocked us off with that concept at one point or another. Thank goodness no one's been able to really take our market share for our miracle, even with the 10 bullets. But you know, you get knocked off a lot. And truthfully I believe in just staying consistent and persistent, not listening to the noise a lot, not worrying about too much what other people are doing and stick to what you know what you're doing.

[Host]

So you're in luxury charting and real estate as well. You expanded. So.

[Carolyn Harrison]

Yes.

[Host]

What's your philosophy when it comes to that and how have those businesses worked out for you?

[Carolyn Harrison]

They're good. You know, as you expand your empire, you realize you got to do something with that money. Right. So everything becomes a business. Everything. The buildings you, you buy to put your businesses in, that's a business. They rent them back from you and then start buying all the land around it. Start becoming a commercial real estate entrepreneur. I've always been in, in real estate anyway since I was in my 20s. It actually helped fund some of my first companies. I always buy homes and flip them. Buy homes and flip them. So residential real estate as well, I'm into. And then as far as, you know, owning a plane, owning a boat, I mean everything's a business, everything can be chartered, everything can be rented. And ultimately, yes, it's part of leisure. Those are the leisure things in life. Yes, I fly around privately, but it's a self funded business. Yes, I have a boat, but it's chartered. It becomes part of my business. My business uses my boat. That becomes part of the business. Everything becomes a business in life.

[Co-host]

So I mean it's interesting because definitely is business savvy and fits right in with a lot of things we talk about. Are you learning these things as you go? Right. Because obviously you're an expert in the field of beauty care. But these things are like, like tax strategies.

[Carolyn Harrison]

Now are you high level tax strategies is, is a major part of life. It should be for everyone for sure. I can remember doing it when I had my first little Business, which was a four foot square behind a chair. I was an independent contractor, did all my own taxes, got my 401k, my Roth IRA completely self bought and funded, got my own insurance. I had to do my own schedule, seeing I did my own taxes. So that foundation that, that financial literacy is the foundation of everything I do today, it's just got a lot more zeros after it. So ultimately, once you learn how to manage your businesses, that it just rolls into other businesses and. Yes. How do you learn how to be a yacht owner? I'm the kind of person, my husband jokes and he says you're the world's greatest sponge. I love to learn. It's a big part of my enthusiasm about life. Life. So when I have a boat, I learn about the engines, I learn about what it takes to run it. I understand that it's got 172,000 pounds of thrust, three Rolls Royce engines. I mean, I'm kind of the kid that gets under the hood. I like, I don't just like hire people to manage things. I like to know. And so that helps me manage my businesses when I really understand what truly operates them and makes them home. And so I just kind of go from there.

[Host]

So when you talk about legacy, what's your, what's your idea for the company? You know, 10, 15, 20 years down the line? Right. Even when you may not be running it. Have you thought about that as far as like a legacy brand and how you want it to be run when you're no longer running it and your vision for the future when it comes to your brand?

[Carolyn Harrison]

Yeah. You know what, I just never say never is one thing I've learned in life. Never say never. I have, we have five kids. Who knows if one of them will want to go into it. My guess is no, they don't have sons. No, no. I mean, right now, so far, none of them really want to go into it. We'll see. You know, we have, we have age 23 to 3, or actually 24. She just turned 24 to 3. So who knows, you know, they're still kind of young and making their way. But really, I think my older kids know, you know, and, but my legacy is really, I think I want my legacy not to necessarily be about dollars. It's about how I contributed to the world. That is what I want my legacy to be. I believe that giving back is a major part of business. I use my business to give back in many ways. It's really. No business is a business without purpose. So that's what my legacy is about, how I can use my businesses to make people look and feel more beautiful. And then through that vehicle, obviously to make some changes in the world.

[Co-host]

You talked about expansion. 120 countries. Is there a region that you're looking to get into in the next five years that you like? Wait, if we could just get here, that would be amazing.

[Verizon Representative]

Wow.

[Carolyn Harrison]

Over the last two years, I've been able to hit most of them. There's not too many countries left, actually. We just had CosmoProf Miami, and I opened up most of Canada there. That's always been this kind of gray area I couldn't quite get. Sink my teeth into. I think that's, that's coming up. So that's all launching. I'm super excited about that. Australia, that's one I've been really wanting to go into for a lot of years. And it's been, it's been tough stuff. You know, it's these massive, vast companies. I mean, countries that have companies that are really kind of in the big cities, but the outskirts aren't so catered to, so it's really hard to kind of do the entire country and get the distribution expansion all over the country. So those are two. Central and South America have been always on my bucket list. And I've been opening them. I've literally been flying around the world opening them. Especially lately. I did three, Three countries in three days. Just, you know, a month ago I. I opened Vietnam and Taiwan. And yeah, Japan is definitely a tough one. And that would be probably one of the holy grails for me to get in Japan because, listen, they have exquisite, exquisite taste and exquisite beauty care. So they tend to stick to their own brands because they are really amazing brands and they aren't as easily impressed by American brands. You know, when you go in Vietnam and Taiwan, they're so excited to have an American brand, you know. So, yeah, it's a different world there. That would definitely be one I would love to expand into and go to. Beautiful country.

[Co-host]

Absolutely.

[Host]

For sure. Well, thank you. Thank you for taking the time to sit down with us having a conversation. Anything that you would like to leave the audience with before we head out?

[Carolyn Harrison]

I would just say that, you know, we live in an amazing country with. With tremendous potential and possibilities. And I know a lot's going on it. And it. The last few years, it's kind of been crazy. But as a Latina, as a woman and in a sector that is run by men, I would just encourage, you know, every woman, really, to follow your dreams and to know that you two can do it. I'm living proof of it.

[Co-host]

So that's a fact. Why fight the time when you can rewind the time?

[Carolyn Harrison]

That's right.

[Co-host]

I think an entrepreneurial box is doing, you know, maybe. You know, there's some guys with beards that may want to try out the product.

[Carolyn Harrison]

That's right.

[Host]

Thank you guys for rocking with us. We'll see you next week.

[Carolyn Harrison]

Thank you.

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[Co-host]

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