Khloé Kardashian on Hair Health and Being a “Chameleon”

Khloé Kardashian understands the power of a good hair product. She’s been in the public eye since Keeping Up With the Kardashians premiered in 2007. (Back then, she would spend $25 on weekly blow-outs at the walk-in hair salon across the street from the West Hollywood DASH store.) Since then, she’s experimented with countless hair looks—blonde, brunette, straight, curly, long, short, and everything in between. She’s had her hair styled for premieres, red carpets, and all kinds of appearances. She’s worn extensions, let her strands soak in hair dye, and dealt with damage. Through it all, she’s relied on the same brand to care for her hair at home: It’s a 10 Haircare.

The brand’s recognizable bottles have stood on shelves since 2006. Founder and CEO Carolyn Aronson created the brand based on her expertise as a professional hairstylist. This year, Aronson is celebrating its 20th anniversary, launching a packaging rebrand (coming summer 2026), and naming Kardashian as its first Global Ambassador in the process. The former calls it a natural choice. The latter calls it kismet. Whatever it is, I was lucky enough to speak to Kardashian about the partnership, her haircare routine, and the ever-changing aesthetics she’s embraced throughout the years. Ahead, read the exclusive interview.

Miracle Leave-In Product - 2.0 Oz

It’s A 10

Miracle Leave-In Product

“I get offers to do things quite often,” Kardashian says. “I like to keep things that make sense, and that I can talk about from the heart and not necessarily have to memorize something. When It’s a 10 Haircare came to me, I was like, ‘I love this product.’ I use it on [my daughter] True.” In fact, she says it’s always been in her beauty cabinet. “If you came over and you opened it up, you’d see I’ve been using some of their products for years and years.”

Article continues below

Aronson agrees that it was a natural, almost obvious choice to enlist Kardashian as her brand’s first-ever Global Ambassador. “I think Khloé has evolved just as It’s a 10 Haircare has evolved,” she says. She notes that the Kardashians are about to celebrate the 20th anniversary of the original show, which, I admit, seems like a fateful parallel between the brand and its new ambassador. “It’s a 10 Haircare is the people’s brand. It’s for you, by you. It’s prestige for the masses. To me, that’s what Khloé and the Kardashians are about as well. We’re all evolving. We’re 20 years old, but I really feel like we’re just beginning.”

Kardashian says the brand played an important role in her hair journey, long before her Global Ambassador title was on the table. “My natural texture is curly,” she says. “Curly hair has always been something that I’ve had to learn how to manage, because no one in my family really had curly hair. With that, I’ve probably put my hair through more damage than the rest of my siblings because I did so many experimental things. We also do so much glam, and [the hairstylists] are really good at it, but learning how to keep the integrity and strength of your hair and use products that are actually supporting it makes such a key difference.”

Curly hair has always been something that I’ve had to learn how to manage, because no one in my family really had curly hair. With that, I’ve probably put my hair through more damage than the rest of my siblings because I did so many experimental things.
Khloé Kardashian

While it’s easy to assume celebrities only use the most expensive beauty products, Kardashian says that’s not accurate, at least not for her. She’s proud to use affordable products and isn’t even one to shy away from a DIY beauty treatment. “If I want to do a conditioning mask, it can be something like mayonnaise, honey, or eggs,” she says. “It doesn’t have to always be expensive. The price doesn’t matter as much as the performance does. And [It’s a 10 Haircare’s] performance, the 20-year history, the endless reviews you’re going to see, those don’t lie.”

She cites Instagram and TikTok as proof that price and performance aren’t mutually exclusive. “What I love about Instagram and TikTok sleuths these days is that they will take a very expensive brand, and they will discover that it’s owned by the same, less-expensive brand. Or, they’ll tell you all the ingredients, and be like, ‘If you don’t want to spend $120 on a conditioner, the same formula is available in this less-expensive option.’ It’s so silly. It’s PR and branding. So yeah, one more time. Price doesn’t really matter.”