Carolyn Aronson, founder of It’s a 10 Haircare, is set to launch her first mass-market brand, Cloud, which will debut in January 2025. Cloud aims to provide an “accessible luxury” experience in the hair care space, offering high-quality products at a price point that’s more budget-friendly than It’s a 10. The brand’s initial collections—Nourishing and Volumizing—will be available at over 3,500 retail locations across the United States, including more than 2,500 CVS stores and 1,000 Walmart locations. Each product is priced at $11.99, providing consumers with premium hair care at an affordable price.
“After years of listening to the needs of our customers and understanding the challenges they face, I wanted to create a line that delivers the same high-quality, luxurious results we’re known for at It’s a 10, but at a price point that’s accessible to everyone,” said Carolyn Aronson, reflecting on the vision behind Cloud. Founder of It’s a 10 Introduces Cloud, a New Hair Care Brand for the Mass Market. The brand was developed to provide customers with an affordable alternative to premium hair care without compromising on performance.
Cloud’s products are formulated to meet a wide range of hair needs, with two distinct lines: Nourishing and Volumizing. The Nourishing collection, consisting of four products, is designed to provide gentle cleansing, conditioning, and styling while offering moisture and protection against damage, frizz, and humidity. Meanwhile, the Volumizing collection also features four products tailored for short or fine hair, delivering lift, body, volume, and shine for a fuller, more vibrant look.
Sustainability is a key focus for Cloud, with the brand prioritizing eco-friendly practices. Cloud’s products are vegan, gluten-free, and free from parabens, SLS, and SLES. The brand also highlights its commitment to the environment by using over 90% post-consumer recycled (PCR) materials in its packaging, offering a sleek, levitating design that stands out on store shelves. Additionally, Cloud ensures that shipping materials are eco-conscious, contributing to its overall sustainable mission.
Founder of It’s a 10 Introduces Cloud, a New Hair Care Brand for the Mass Market. The launch of Cloud reflects the Aronsons’ continued dedication to innovation in the hair care industry, bringing accessible luxury to a broader audience. With its ethical branding and focus on delivering premium results at an affordable price, Cloud is poised to make a significant impact in the mass-market hair care space.
