Carolyn Aronson

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Carolyn Aronson
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Born
Perth Amboy, New Jersey
NationalityAmerican Latina
CitizenshipUnited States
OccupationEntrepreneur
Spouse(s)
  • Scott Scharg(divorced)
  • Jeff Aronson
ChildrenAliyah Dream

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

  1. ↑ Tobias, Mary. "Salon Success: A Metro Detroit Company Goes Global". DBusiness. Retrieved 14 April 2021.
  2. ↑ Fern, Ashley. "Carolyn Aronson, CEO At It's A 10, Wants To Celebrate Your Hair With National Love Your Hair Day". Haute Living. Retrieved 14 April 2021.
  3. ↑ Reiser, Emon. "Executive Profile: It's a 10 Haircare CEO Carolyn Aronson on betting on yourself". BizJournals. South Florida Business Journal. Retrieved 14 April 2021.
  4. ↑ Miller, William. "Powers of Ten". Venice. Retrieved 14 April 2021.
  5. ↑ Fern, Ashley. "Carolyn Aronson, CEO At It's A 10, Wants To Celebrate Your Hair With National Love Your Hair Day". Haute Living. Retrieved 14 April 2021.
  6. ↑ Calkins, Isabel. "How She Got There: Carolyn Aronson, Founder, CEO and Owner of It's A 10 Haircare". HerCampus. Retrieved 14 April 2021.
  7. ↑ Klimley, April W. (September 2017). "Tressed to Impress". The Boca Raton Observer. Retrieved 14 April 2021.
  8. ↑ Dahlberg, Nancy. "These Miami-based fashion and beauty brands are growing - despite the pandemic". The Miami Herald. Retrieved 14 April 2021.
  9. ↑ Klimley, April W. (September 2017). "Tressed to Impress". The Boca Raton Observer. Retrieved 14 April 2021.
  10. ↑ Tobias, Mary. "Salon Success: A Metro Detroit Company Goes Global". DBusiness. Retrieved 14 April 2021.
  11. ↑ Dahlberg, Nancy. "These Miami-based fashion and beauty brands are growing - despite the pandemic". The Miami Herald. Retrieved 14 April 2021.
  12. ↑ Wilkinson-Jones, Phil. "It's a 10 Haircare launches in the UK". Concept Hair. Retrieved 14 April 2021.
  13. ↑ Christensen, Meghan. "Diversifying The Empire: Why Cult-Favorite ItsA10 Haircare Brand Is Expanding To Beauty". Forbes. Retrieved 14 April 2021.
  14. ↑ Klimley, April W. (September 2017). "Tressed to Impress". The Boca Raton Observer. Retrieved 14 April 2021.
  15. ↑ Meltzer, David. "Why One Entrepreneur Turned Down a 9-Figure Offer for Her Hair Care Company". Greenwich Time. Retrieved 14 April 2021.
  16. ↑ Wylie, Melissa. "Why she took a chance on a Super Bowl ad". Bizwomen. The Business Journals. Retrieved 14 April 2021.
  17. ↑ Taylor, Meggen. "It's A 10 Haircare: How This Female Hair Stylist Created A Half-A-Billion-Dollar Brand". Forbes. Retrieved 14 April 2021.
  18. ↑ Jahshan, Elias. "5 Minutes With Carolyn Aronson, Founder & CEO, It's a 10". Retail Gazette. Retrieved 14 April 2021.
  19. ↑ "Carolyn Aronson Launches Cosmetic Brand". Retail and Hospitality Hub. Retrieved 14 April 2021.
  20. ↑ Christensen, Meghan. "Diversifying The Empire: Why Cult-Favorite ItsA10 Haircare Brand Is Expanding To Beauty". Forbes. Retrieved 14 April 2021.
  21. ↑ "It's a 10, Inc". Dun & Bradstreet. Retrieved 14 April 2021.
  22. ↑ Christensen, Meghan. "Diversifying The Empire: Why Cult-Favorite ItsA10 Haircare Brand Is Expanding To Beauty". Forbes. Retrieved 14 April 2021.
  23. ↑ Dahlberg, Nancy. "These Miami-based fashion and beauty brands are growing - despite the pandemic". The Miami Herald. Retrieved 14 April 2021.
  24. ↑ Taylor, Meggen. "It's A 10 Haircare: How This Female Hair Stylist Created A Half-A-Billion-Dollar Brand". Forbes. Retrieved 14 April 2021.
  25. ↑ Klimley, April W. (September 2017). "Tressed to Impress". The Boca Raton Observer. Retrieved 14 April 2021.
  26. ↑ "Ocean Drive Magazine would like to congratulate Carolyn Plummer and Jeff Aronson on their engagement!". Facebook. Ocean Drive Magazine. Retrieved 14 April 2021.
  27. ↑ Bandell, Brian. "CEOs pay $20M for Miami Beach mansion". BizJournals. South Florida Business Journal. Retrieved 14 April 2021.
  28. ↑ Pasquini, Maria. "Carolyn Aronson, It's a 10 Haircare CEO, Is Pregnant at 53: 'Can't Wait to Meet My Little Girl'". People. Retrieved 14 April 2021.
  29. ↑ Newcomb, Alyssa. "CEO mom shares what it's like to give birth at age 54". Today. Retrieved 14 April 2021.

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