Carolyn Aronson and Jeff Aronson, CEO and president of It’s a 10, respectively, are launching a new mass market sister brand, Cloud, in January of 2025. The brand’s hair care products will be available for purchase at 3,500 retail locations across the United States for $11.99.
New CLOUD brand announced from luxury hair care brand It's a 10.CLOUD
Cloud’s price points are significantly lower than products sold by It’s a 10. Carolyn Aronson explains that this price difference is designed to increase consumers' accessibility to high-quality, luxury hair care products that are effective and affordable.
The first releases under this new brand will be the nourishing line and the volumizing line. Both of the initial lines released from Cloud will include a four-piece set. The nourishing line will include products to help cleanse, condition and style, while claiming to leave hair smooth, protected and refreshed. The volumizing line is ideal for shorter, finer hair types looking to add body and lift for a long-lasting, fuller look.
The brand highlights the use of vegan ingredients and more than 90% post-consumer recycled packaging and shipping materials, honoring the promise to consumers that each of the Cloud products are “as kind to the environment as they are to your hair.”
“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," says Carolyn Aronson.
