It’s A 10 Founder Carolyn Aronson Creates New At-Home Hair Color Brand for Men

Carolyn Aronson—founder of hair care brand It’s A 10—and industry veteran Jeff Aronson have created new Rewind It 10. The new brand launched online on Dec. 1 and will be sold at Sally Beauty US stores and online beginning next month.

Rapper Fat Joe is also a co-founder of the brand, which is said to offer “professional-grade Italian color” for consumers to use easily at home.

The brand will be launching two lines of products±one for hair and one for facial hair. Each line is sold in four colors: jet black, dark brown, light brown,and medium blonde.

Rewind It 10's boxes will feature celebrities such as NFL Tight End Travis Kelce, R&B singer/songwriter Tank, model Tyson Beckford, music mogul DJ Khaled, professional MMA fighter Stephen “Wonderboy” Thompson, singer Jencarlos Canela, tattoo artist/model/musician Kevin Creekman and Fat Joe.

Rewind celebrity ambassadors will be making appearances at the Sally Beauty stores around the US, according to the brand.

“For years, there was a stigma attached to buying men's hair color at the store. Rewind It 10 is changing that narrative. Now, with influential celebrities gracing the packaging and the trusted name of It's a 10 Haircare behind the brand, consumers can confidently make Rewind It 10 their go-to at-home grooming solution. We're not just selling a product; we're breaking down barriers and redefining standards in personal care,” said Fat Joe. 

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