It's a 10 Haircare was founded in the United States in 2006 by Carolyn Aronson — a stylist with over twenty years of experience behind the chair and salon owner — with a clear idea: to condense in a single bottle what the market was distributing, with mediocre results, in dozens of references for a single benefit. The brand's philosophy translates into multi-functional formulas designed for every hair type, from fine straight to thick curly, and a distribution that now spans over 117 countries. Aronson is still the sole owner of the brand, one of the rare cases of professional haircare that is female-owned and independent on a global scale.

The It's a 10 selection at Papique

The thirteen It's a 10 products available in our catalog cover the essential stages of hair care: from cleansing to pre and post-styling treatments, with particular attention to leave-in products and reinforcements for chemically treated or heat-stressed hair. Those approaching the brand for the first time will find it useful to start with the leave-in lines, the historical starting point of the brand; while those who are already familiar with the multi-benefit philosophy can focus on more specific treatments for structure and needs.

Explore the selection: each formula has been chosen for its consistency with Papique's criteria — quality of raw materials, professional positioning, and tangible results on real hair, not just on the packaging.