It’s a 10 Haircare has a new spokesperson — and some new branding to boot.

The brand, which is turning 20 in 2026, has tapped Khloé Kardashian for its anniversary campaign, marking the brand’s first celebrity ambassadorship. That rolls out just before a rebrand is introduced in coming months.

“Whenever I partner with someone, I really take such pride that every brand I’m affiliated with are ones I use in my daily life,” Kardashian said. “I’ve used It’s a 10 Haircare for years, and now I use it on my daughter, True. I’m assuming somehow it got out that I’m a fan, and when they reached out to me, I said, ‘Oh my god, of course.’”

The brand’s founder and chief executive officer, Carolyn Aronson, said the impetus was to build up some buzz around the brand. “We wanted to announce to everyone that we may be 20 but we are just as fresh as we were 20 years ago,” Aronson said. “Even with the products changing, the creation of products and the organic passion for the products has always been the best part of what I do. I’m continuing to do that. And with the new technology that’s out, I’m a kid in a candy store.”

That being said, the brand has kept pace with the times while also retaining loyal clients. “We sell over 11 million bottles of our leave-in per year,” Aronson said. “We have this cult following. But we’ve never had a face before, and so when I started thinking about it being time to partner with someone, it took a year and a half. Khloé is organic, I love how she’s evolved, she’s beautiful, her hair is fabulous. And she had never been in this space before.”

Kardashian, indeed, was introduced to the brand by her hair stylists and began using it on her own. “I don’t think we realize how much all of these things take a toll — I’m in glam all the time. The blow dryers, the constant heat, the coloring, the extensions, the clips, there’s so much we do to our hair. It’s understanding how the integrity of the hair and taking care of it, whether it be from a topical aspect like the hydration or protection, or if you do a deep mask on your hair, all of those things I wish I paid attention to when I was much younger. It does make such a difference on your hair.”

The campaign and rebrand are part of a larger anniversary push for It’s a 10, with Aronson’s book coming out in October and a slew of supporting marketing activations. “We have retail activations happening everywhere,” Aronson said. “It’s in-person activations, retail activations, social activations. We’ll also have a huge party in Miami.”

As far as where the campaign will live, “There’s a lot of specialty retail facilities now that will have these beautiful displays,” Aronson said. “If you’re going to be 20 years old, this is the way to do it. We’re trying to bring a freshness to the brand, engaging with a new crowd. A lot of people know about It’s a 10, but we’re much more than a leave-in company. We have over 80 [stock keeping units] and hair products for every hair type.”