"I'm Not Afraid of Being a Chameleon:" Khloé Kardashian Discusses Hair Health and Her Must-Have Styling Product...

      Khloé Kardashian recognizes the importance of quality hair products. She has been a public figure since the debut of Keeping Up With the Kardashians in 2007. (At that time, she would spend $25 weekly on blowouts at a local salon near the West Hollywood Dash store.) Since then, she has tried numerous hairstyles—blonde, brunette, straight, curly, long, short, and everything in between. She has had her hair styled for movie premieres, red carpets, and various other events. She has used extensions, dyed her hair, and managed damage. Throughout this journey, she has consistently turned to one brand for at-home hair care: It's a 10. The brand's iconic bottles have appeared on shelves since 2006, founded by Carolyn Aronson, who created the company based on her background as a professional hairstylist. This year marks the 20th anniversary of the brand, which is launching a packaging redesign (set to debut in summer 2026) and naming Kardashian as its first global ambassador. Aronson describes this partnership as a natural choice, while Kardashian views it as destiny. Fortunately, I had the opportunity to discuss the collaboration, her haircare routine, and the varying styles she has embraced over the years in an exclusive interview.

      It’s A 10

      Miracle Leave-In Product

      "I frequently receive offers to collaborate," Kardashian shares. "I prefer to engage with brands that resonate with me, so I can speak from the heart rather than recite a script. When It's a 10 Haircare approached me, I instantly thought, 'I love this product.' I use it on my daughter, True." She notes that It's a 10 has always been a staple in her beauty cabinet. "If you opened my beauty cabinet, you'd see that I've had some of their products for many years," she says. Aronson concurs that selecting Kardashian as the brand’s first global ambassador was a natural and almost obvious decision. "Khloé has evolved in tandem with It's a 10 Haircare," she states. She points out that the Kardashians are soon celebrating the 20th anniversary of their original show, which, she admits, creates an interesting parallel between the brand and its new ambassador. "It's a 10 Haircare is the people's brand. It’s made for you, by you," Aronson explains. "It's premium for everyone. To me, that's what Khloé and the Kardashians represent as well. We’re all growing. We’re 20 years old now, but I genuinely feel like we’re just beginning." Kardashian adds that the brand has played a significant role in her hair journey long before her ambassadorship became a reality. "My natural hair texture is curly," she states. "I've always had to learn how to manage curly hair since no one in my family shares that texture. As a result, I’ve likely caused more damage to my hair than my siblings, due to the many experimental styles I’ve tried. We also have a lot of glamorous looks, and while the hairstylists are incredible, learning to maintain my hair's integrity and strength with products that genuinely support it makes a significant difference."

      While it may be easy to assume that celebrities primarily use high-end beauty products, Kardashian asserts that’s not true for her. She takes pride in using affordable products and embraces DIY beauty treatments. "For a conditioning mask, I might use something as simple as mayonnaise, honey, or eggs," she explains. "It doesn’t always have to be pricey. Performance is what truly matters, and I'd say [It's a 10's] effectiveness, combined with its 20-year history and countless positive reviews, speaks for itself." She cites social media platforms like Instagram and TikTok as evidence that cost and quality can coexist. "What I love about Instagram and TikTok is that people will uncover that expensive brands are often owned by less pricey ones," she notes. "They’ll analyze ingredients and suggest, 'If you don't want to spend $120 on a conditioner, there’s a more affordable option with the same formula.' It’s really just clever marketing. So again: Price isn’t the primary concern." On her days off from glam, Kardashian prefers to let her hair rest from heat, aiming to keep it healthy. "I enjoy leaving it alone, not styling or washing it. When I'm not wearing extensions, like with my short bob, I love applying conditioning treatments, slicking it back, pulling it into a bun, or wearing a beanie—just letting it hydrate and relax. With everything we do, whether for our body, hair, or face, sometimes it's nice to just simplify," she says. When asked which product she reaches for on these days, she quickly names It's a 10's Miracle Leave-In Product. "That’s what my stylists use, and it's the first product I ever tried. Now, I apply it to True as well