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Our Newest Brand, it’s a 10


For 20 years, it's a 10 has been developing multi-benefit hair care products for salons and clients worldwide. Realizing hair care had become confusing with an array of brands and concoctions available, the it's a 10 team—comprised of salons, stylists, and creators—decided to simplify hair care once and for all by developing a line of products that delivered 10 amazing benefits in just one bottle. It's a 10 believes everyone deserves great hair, and what takes other products multiple steps and bottles, it's a 10 delivers instantly in one.


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Every single it’s a 10 product is formulated to deliver a combination of 10 benefits allowing you to target more than just one of your clients’ specific hair needs. Choose from the brand’s 10 different collections—Blonde, Blue, Defrizzing, He's a 10, Keratin, Potion 10, Silk Express, Styling, Volumizing, and Whipped.

Not only does it's a 10 deliver spectacular hair results but it's also a product line everyone can feel good about. The products are not tested on animals and use only the highest quality ingredients. They are committed to making a difference in the hair care industry while positively impacting customers’ lives. It's a 10 maintains high standards and creates products that uphold their values of doing what's best not only for hair but people and our environment. It's a 10 also supports the Leukemia & Lymphoma Society and the Right Action for Women fund, working to spread education and awareness to fight cancer and keep women feeling beautiful, inside and out.

Register or log in to shop the it’s a 10 hair care line at Paramount Beauty.

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