Carolyn Aronson
Script error: No such module "Infobox".Template:Template otherScript error: No such module "Check for unknown parameters".Script error: No such module "Check for deprecated parameters".Template:Wikidata image Carolyn Aronson (nee Plummer)[1] is an American Latina entrepreneur who created the styling brand It's a 10 Haircare. She is one of the only female independent owners of a professional haircare brand in the world.[2]
Early life
Aronson was born in Perth Amboy, New Jersey[3] to a Puerto Rican mother. She was the 11th child out of 12 in her family. When she was two years old, she and a brother were adopted by a family in Michigan.[4] She did not learn she was of Puerto Rican descent until she was 22.[5]
Career
Aronson became a hairdresser when she was 18.[6] She founded the salon Allianza in Southfield, Michigan in 1998.[7]
Early entrepreneurial failure
Aronson, along with Scott Scharg founded the styling product range LINQ in 2002. The company used multiple vendors for its product line and had significant quality control issues.[8] It closed in 2005.[9]
In 2005, Aronson founded It's a 10 with Scharg in Detroit, Michigan,[10], each of whom invested $40,000 in the business. They launched their first product, Miracle Leave-In, in 2006.[11] The product was designed to solve multiple haircare issues for many types of hair. At the time, the product was positioned as a salon-only product, which hairdressers could both use and sell to their customers. They took what was at the time an unusual approach to publicizing their product, giving away samples to hairdressers and consumers in order to generate interest in the product.[12] As of 2020, the company sells over 14 million units of Miracle Leave-In Spray per year.[13]
Aronson bought out Scharg in 2017 and is now the sole owner of the business.[14] She is one of the only female owners of a beauty brand; most are owned and run by men.[15]
It's a 10 ran an advertisement during the 2017 Super Bowl, becoming the first independently owned haircare product brand to do so.[16] In 2017 the company also expanded their direct-to-customer ecommerce operation, growing direct online sales from $200,000 that year to $8 million in 2020.[17]
In 2019, Aronson launched It's a 10 in the UK as its first foray into international markets.[18]
In November 2020, Aronson launched the cosmetics brand Be a 10.[19] The stated goal of the brand is to simplify and streamline cosmetics for women.[20]
Dun and Bradstreet reports It's a 10's annual revenue as being $36.72 million.[21]; however, elsewhere it has variously been reported as having annual revenue of over $400 million[22] and half a billion dollars,[23][24].
Personal life
Aronson married Scott Scharg in 2000. They divorced in 2004.[25]
She married Jeff Aronson on February 14, 2016.[26] She and Aronson bought a mansion for $19.55 million on La Gorce Island in Miami Beach, FL in December 2019.[27]
In October 2020 Aronson announced that she was 20 weeks pregnant at the age of 53.[28] She gave birth to her daughter, Aliyah Dream, on February 12, 2021, and currently has a blended family of three daughters and two sons with her husband.[29]
References
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- ↑ Klimley, April W. (September 2017). "Tressed to Impress". The Boca Raton Observer. https://issuu.com/bocaratonobserver/docs/boca_raton_observer_sept2017.
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- ↑ Klimley, April W. (September 2017). "Tressed to Impress". The Boca Raton Observer. https://issuu.com/bocaratonobserver/docs/boca_raton_observer_sept2017.
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- ↑ Klimley, April W. (September 2017). "Tressed to Impress". The Boca Raton Observer. https://issuu.com/bocaratonobserver/docs/boca_raton_observer_sept2017.
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- ↑ Klimley, April W. (September 2017). "Tressed to Impress". The Boca Raton Observer. https://issuu.com/bocaratonobserver/docs/boca_raton_observer_sept2017.
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