Carolyn Aronson: Inside the Blueprint to Building a Self-Funded Haircare Empire

I had the pleasure to interview Carolyn Aronson. Carolyn is a successful entrepreneur, philanthropist and the founder and CEO of It’s a 10 Haircare, one of the only female-owned professional hair care brands in the world. She recently announced full ownership of the company. Now a successful, global hair product company with a passionate celebrity and consumer following, It’s a 10 Haircare products are sold in more than 25,000 professional independent salons and 15,000 professional salon chains like Ulta, Regis and The Salons at J.C. Penney. Carolyn’s brand has helped women and men across the globe look and feel their best, while also allowing Carolyn to pursue her key priorities: Making the world a better place, raising a successful family and creating a culture that embraces diversity. With her kind and creative nature, she’s designed and continues to run several meaningful initiatives. With her husband, Jeff Aronson, CEO of TitanFC, Carolyn raises four children and extends the values of philanthropy to them. She created Kyana’s Dream Foundation in her daughter’s honor which is focused on providing increased security, education and emergency response for children in schools. Following the tragic Sandy Hook shooting, Kyana’s Dream Foundation partnered with Pine Crest School to develop a safer community for children and a teachable plan of action in case of emergency. Aronson spends her time outside the office building green spaces. She transformed her former Fort Lauderdale home to a Silver LEED Certified building, the only green remodel in Broward County (South Florida). “Zen with a modern feel” is the way Aronson describes her home, and it mirrors her outlook on life. In 2017, Carolyn made history as her company became the first indie-owned (not to mention female-owned) hair care brand to run a national Super Bowl spot. Proudly featuring individuals from all walks of life, Carolyn positioned the spot as a tribute to celebrating our nation’s diversity and to bringing Americans together, one hairstyle at a time. “This ad captures the true diversity within American culture — we are all perfectly imperfect in our own way,” she said. “I’ve always gone where they don’t go, and there is no better time to push the envelope.”

Thank you so much for doing this with us! What is your “backstory”?

I was adopted at the age of two and raised in the suburbs of Detroit, MI as the youngest of four with three older brothers. I began my career as a hairstylist and salon owner for over 20 years and quickly grew frustrated with brands that produced dozens of products with single benefits and hard-to-follow claims. I always envisioned a line that was for everyone and delivered full, salon-quality results in just one bottle. So I launched It’s a 10 Haircare in 2006 with one star product, my “Miracle Leave-In Product”.

Can you share the funniest or most interesting story that happened to you since you began leading your company?

I have a Yacht named She’s a 10 and I keep it in fort Lauderdale FL. Fort Lauderdale has a Water Taxi tour that goes around the intercostal of Fort Lauderdale and speaks about all the beautiful houses and businesses within the area. I’ve heard the tour guide that’s on microphone say as they pass my boat “that is the owner of Its A 10 haircare’s boat …obviously her products are very expensive”

What do you think makes your company stand out? Can you share a story?

It’s for hairdressers by a hairdresser. I’ve been in the business 35 years. There are very few Indie owned brands owned by hairdressers especially a woman. As the founder of the company I’m very involved in the creation of every product as well as the day to day operations. I think this makes a big difference and is rare.

Are you working on any new or exciting projects now?

Oh Yes! A lot! We are expanding into professional grade brushes, dryers and irons as well as make up in 2019.

I’m also launching the New blonde Shampoo and Blonde Clay Mask in August. I’m always creating new hair care, I work on projects that are years ahead.

What advice would you give to other CEOs or founders to help their employees to thrive?

Encouragement goes a long way! Recognizing people’s hard work and dedication only makes them want to give more to you and their job. You’re only as good as your employees are so giving them what they need to be their best is only going to help your company in the end. Bosses that are belittling or controlling to make themselves look better only end up hurting themselves in the end.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

I recently bought my partner out and became a self-funded, sole owner of my company. This is a rarity in today’s world trends of VC funding. I’m a strong believer keeping the true creators behind a brand so I worked hard to keep it that way.

I wouldn’t of been able to do it without the people behind me that believed in my talent and helped make it all happen. For them I am so grateful.

How have you used your success to bring goodness to the world?

I’m a strong believer in business with a purpose. I actually create specific SKU’s that are committed to giving a portion of proceeds to causes such a breast cancer treatment, children’s causes , the environment, Veterans, Puerto Rico to name a few. My company is green conscience and leaping bunny certified. Every bottle someone buys not only helps them feel more beautiful but has a purpose behind it.

What are your “5 Things I Wish Someone Told Me Before I Became a CEO” and why. (Please share a story or example for each.)

“Sometimes the best deals you’ll make are the ones you won’t.” Sometimes moving past disappointment is tough but I’ve come to realize if something doesn’t work out, later on I’ve seen why it was best.

”Never put all your eggs in one basket” Never give too much work to one employee or vendor. It can leave you very vulnerable if something goes awry.

“From day one patent, trademark and protect the worth of your brand. “Everyone starts small… setting your company up correctly for success is key. It’s an expense that you’ll be glad you invested in properly later. .

“Keep a cool head” Negotiating and major decision making should be done with a calm mind. It’s not always easy so if you’re not in that state of mind. Take a break and regroup before you respond or make the decision later on. Trust me time is your friend not your enemy, There’s no rush everyone will live if you wait until tomorrow.

“Always have your own keys and passwords.” If you’re a small company or a billion dollar one, it’s a must. Having a checks and balance system in place in any company is key. Protecting the value of your company must be planned out. Have a system that will protect the company’s assets. No one employee should be able to sabotage what you have built. Always have your own set of keys and passwords to everything so you can’t be blocked out and have a system in place that coworkers or outside consultants can check the honesty of all employees’ process. Honest people never mind this and understand why.

Can you please give us your favorite “Life Lesson Quote”?

“Always find a way. “It is the golden rule for every Entrepreneur

Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this!

Jennifer Lopez- We are about the same age, both have young children, are self-made and are both Puerto Rican. I admire her ability to think big and be so diversified in talent as well as business. Being a Woman serial entrepreneur is a rarity and especially as a double minority, a Latina Woman. I like her “never settle for less” attitude. I’m very similar and it’s worked out well for me.