Based in: Fort Lauderdale, Fla.
What it is: Who would’ve thought that the nationally-acclaimed brand of cleansing, styling and restorative hair products actually started right here in South Florida? Perhaps most well-known for its Miracle Leave-In product, the brand also offers sulfate-free shampoo, silk conditioners, hair masks, several keratin products, hair spray, dry shampoo and more.
Why we’re obsessed: Almost every It’s A 10 product has the word “miracle” in its name – and it’s fitting. Each product is truly a miracle in a bottle. To coincide with its brand name, every It’s A 10 product is designed to deliver exactly 10 benefits, which are listed on the packaging. Plus, the brand uses natural and organic ingredients and doesn’t test on animals, and it supports organizations like The Leukemia & Lymphoma Society, Susan G. Komen and Right Action for Women.
WHAT TO TRY: The new It’s a 10 Silk Express Miracle Silk Leave-In is a nourishing treatment and styling product that cuts down on drying time, buildup and frizz, while strengthening the hair shaft, detangling, building shine, body, silkiness and moisture.
Price range: $10 to $40
Where to FIND it: GBS The Beauty Store and professional salons. For locations and info, visit itsa10haircare.com
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