Khloe Kardashian understands the power of a good hair product. Since then he has been in the public eye keeping up with the Kardashians Premiere in 2007. (At the time, she’d 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 has styled her hair for premieres, red carpets, and all types of presentations. She’s worn extensions, let her hair soak in hair dye and dealt with damage. During all this, she relied on the same drugstore brands for her hair care at home: It’s 10 Haircare.
The brand’s recognizable bottles have stood on drugstore shelves since 2006. Founder & CEO caroline aronson Built the brand based on his expertise as a professional hair stylist. This year, Aaronson is celebrating its 20th anniversary, launching a packaging rebrand (in summer 2026), and naming Kardashian its first global ambassador in the process. The former calls it a natural choice. The latter calls it luck. Anyway, I was lucky enough to talk to Kardashian about the partnership, her hair-care routine, and the constantly changing aesthetic she’s adopted through the years. Read the exclusive interview further.
“I get offers to do things quite often,” Kardashian says. “I like to put out 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 said, ‘I love this product.’ “I really use it (on my daughter).” In fact, she says it’s always been in her beauty cabinet. “If you come and you open it, you’ll see that I’ve been using some of their products for years.”
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Aronson agrees that adding Kardashian as her brand’s first global ambassador was a natural, almost obvious choice. “I think Khloe has evolved the same way 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, sounds like a fatal similarity between the brand and its new ambassador. “It’s a brand of 10 haircare people. It’s for you, by you. It’s prestige for the public. To me, that’s what Khloe and Kardashian are too. We’re all evolving. We’re 20 years old, but I really feel like we’re just getting started.”
Kardashian says the brand played an important role in her hair journey, long before her global ambassador title. “My natural texture is curly,” she says.Curly hair has always been something I had to learn to manage, because no one in my family really had curly hair. With that being said, I probably caused more damage to my hair than the rest of my siblings because I did a lot of experimental things. We also do a lot of glamour, and (hair stylists) are really good at it, but learning how to maintain the integrity and strength of your hair and using products that really support it makes a huge difference.”
Curly hair has always been something I had to learn to manage, because no one in my family really had curly hair. With that being said, I probably caused more damage to my hair than the rest of my siblings because I did a lot of experimental things.
khloe kardashian
Although it’s easy to assume that celebrities only use the most expensive beauty products, Kardashian says that’s not true, at least not for her. She takes pride in using affordable products and isn’t one to shy away from DIY beauty treatments either. “If I want to make a conditioning mask, it might be something like mayonnaise, honey, or eggs,” she says. “It doesn’t always have to be expensive. Price doesn’t matter as much as performance does. And (This 10 Haircare’s) performance, 20-year history, the endless reviews you’re going to see, they don’t lie.”
She cites Instagram and TikTok as evidence that price and performance are not mutually exclusive. “What I love about Instagram and TikTok these days is they’ll take a very expensive brand, and they’ll find out 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.’ This is very silly. This is PR and branding. So yes, one more time. The price doesn’t really matter.” (As Who What Wear’s resident drugstore-beauty editor, I tell them I couldn’t agree more.)
Kardashian says that when she’s off-duty and out of the glamor chair, she’s leaving her hair alone to keep it healthy and away from the heat. “I don’t like to touch it up, wash it, any of that. When I don’t have my extensions in, like when my hair is my short bob, I like to put a conditioner treatment in it, slick it back, wear a bun or a beanie or whatever, and just let it hydrate and relax. I feel like we’re constantly doing too much, be it body hair, facial, anything. Sometimes just being cool and keeping it simple It’s good.” When I asked what product she reaches for these days, she immediately replied: It’s 10 Haircare Miracle Leave-In Treatment. “This is what my stylist was using, and it’s the first one I ever used. And now I use it on my daughter, true. I love that it works for all different hair types and textures. It detangles, smoothes, protects from heat and all that kind of stuff. It’s a product that’s always in my bathroom drawer.”
I’m not afraid of being a chameleon. I love that I go from short to long, sleek to bouncy blowouts to curly, and I love that no one really blinks twice at me because they’re used to me being versatile. This makes me feel happy and proud at the same time.
khloe kardashian
The Miracle Leave-In Treatment is the brand’s best-selling product. Aronson tells me she now offers 11 variations of it, and each one is inspired by her 43 years of professional hairstyling experience. “When I was standing behind the chair, there were certain products that I used to call the golden formula. 20, 30, 40 years later, they’re still hot, and people try to duplicate them, but they’re still the best. No one can knock them off their pedestal. That’s Miracle Leave-In. At the time, I was looking for something that could do multiple things in one bottle. As hairdressers, we would sculpt, we would layer. “One bottle won’t do it all, and I really believe it makes your hair look amazing, detangles, adds shine – it gets your hair to the point where it looks like you just came out of the salon.”
Kardashian agrees. She tells me that after years of rigorous styling, treatments and color changes she’s focusing on improving and maintaining hair health. When I asked her how her aesthetic has changed since 2006, she laughed. “In 2006, I was going to Fantastic Sam’s once a week for a blowout. I know this because my first season keeping up with the Kardashians)That’s what I did. It was across the street from DASH, and that was all I could do, weekly discounts for 25 bucks. It was great.”
I ask him to look forward 10 years and describe the aesthetic of 2016. She remembers the hair colors that were in trend at that time. “I may have taken a year or two off, but I think I’m accurate. I was big into ombre hair,” she says. “I’m almost positive. I loved it. Everyone was into it.”
Now, in 2026, Kardashian isn’t going to stop embracing the change or experimenting with her hair. “I’m not afraid to be a chameleon,” she says. “I love that I go from short to long, sleek to bouncy blowouts to curly, and I love that no one really blinks twice at me because they’re used to me being versatile. It makes me happy and proud at the same time.”
Shop a selection of 10 hair care products
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Miracle Moisture Daily Shampoo
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Miracle Moisture Daily Conditioner
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Miraculous Hair Mask Conditioning Treatment
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Miracle Styling Mousse
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Silk Express Miracle Silk Smoothing Balm
