Carolyn Aronson

Aronson, along with Scott Scharg founded the styling product range LINQ in 2002. The company used multiple vendors for its product line and had significant quality control issues.[9] It closed in 2005.[8]

In 2005, Aronson founded It's a 10 with Scharg in Detroit, Michigan,[1] each of whom invested $40,000 in the business. They launched their first product, Miracle Leave-In, in 2006.[9] The product was designed to solve multiple haircare issues for many types of hair. At the time, the product was positioned as a salon-only product, which hairdressers could both use and sell to their customers. They took what was at the time an unusual approach to publicizing their product, giving away samples to hairdressers and consumers in order to generate interest in the product.[1] As of 2020, the company sells over 14 million units of Miracle Leave-In Spray per year.[10]

Aronson bought out Scharg in 2017 and is now the sole owner of the business.[8]

It's a 10 ran an advertisement during the 2017 Super Bowl, becoming the first independently owned haircare product brand to do so.[11]

In November 2020, Aronson launched the cosmetics brand Be a 10.[12] The stated goal of the brand is to simplify and streamline cosmetics for women.[10]

Dun and Bradstreet reports It's a 10's annual revenue as being $36.72 million.;[13] however, elsewhere it has variously been reported as having annual revenue of over $400 million[10] and half a billion dollars.[9]