It's a 10 Haircare was inspired by years of first hand salon experiences, perfected and simplified to one unique line. Experience 10 benefits in every bottle.
Quit shopping? Not a chance. Grab our Shampoo & Conditioner 10oz - 2 for $38 at , August 2–22.
Some deals you just don't walk away from.
08/01/2026
Not all leave-ins are created equal.
Keratin It's a 10 Leave-In delivers frizz control, heat protection, shine, AND all in one step.
Khloé's curls? Recreated. We give this hair look a 10/10 👏 👏
It’s that simple. 🤷♀️
07/28/2026
Summer 2026 hair trend: looking like you didn't try. (You did. We helped. No silicone.)
What, like it’s hard? 💁♀️💖
Keep your blonde hair bright, soft, and seriously smooth with It’s a 10 Miracle Leave-In for Blondes…because your hair should always make a strong opening statement.
There's ALWAYS room for a little extra self hair care no matter what country you're flying to.
this is EXACTLY what summer should feel like.
leave the greasy oil at home, and pack a product that feels as good as your hair is going to look.
A valid crash-out...don't let this be you.
There's still time to shop our BOGO Mini Sale of all your favorite It's a 10 faves 💜
A BOGO sale has never looked cuter 🥹
Shop our Buy 1 Get 1 Free Promo on ALL minis at Ulta until July 25th!