"I'm Not Scared of Being a Chameleon:" Khloé Kardashian Discusses Hair Health and Her Favorite Styling Product…

      Khloé Kardashian recognizes the significance of good hair products. She has been in the spotlight since the premiere of Keeping Up With the Kardashians in 2007. (At that time, she would pay $25 for weekly blowouts at a nearby salon across from the West Hollywood Dash store.) Over the years, she has tried countless hairstyles—blonde, brunette, straight, curly, long, short, and everything in between. Her hair has been styled for premieres, red carpets, and various events. She's used extensions, experimented with hair dye, and addressed damage. Throughout it all, she has relied on one brand for at-home hair care: It's a 10. The brand's familiar bottles have been on shelves since 2006. Founder and CEO Carolyn Aronson developed the brand based on her experience as a professional hairstylist. This year marks the brand's 20th anniversary, including a packaging rebrand set to launch in summer 2026, and the announcement of Kardashian as its first global ambassador. Aronson considers this a natural decision, while Kardashian describes it as kismet. I had the opportunity to speak with Kardashian about the partnership, her haircare routine, and the evolving aesthetics she has embraced over the years. Read on for the exclusive interview.

      Kardashian says, "I receive invitations to collaborate often. I like to engage in things that resonate with me and that I can genuinely discuss without memorizing anything. When It's a 10 Haircare approached me, I was thrilled because I love this product. I use it on my daughter, True." She adds that it has always been part of her beauty collection. "If you were to come over and check, you'd see that I have been using some of their products for many years," she notes. Aronson concurs that involving Kardashian as the brand's first global ambassador was a fitting choice. "I believe Khloé has evolved just as It's a 10 Haircare has evolved," she states. She points out the coinciding 20th anniversary of the original show, suggesting a serendipitous connection between the brand and its new ambassador. "It's a 10 Haircare is a brand for the people. It's for you, by you," Aronson continues. "It's luxury for everyone, and I think that's what Khloé and the Kardashians embody as well. We're all evolving. We're 20 years old, but I feel like we're just starting."

      Kardashian asserts that the brand has significantly influenced her hair journey even before she became a global ambassador. "My natural texture is curly," she explains. "I've always had to learn to manage my curly hair because no one else in my family has it. As a result, I've likely caused more damage to my hair than my siblings due to my many experiments. We also do a lot of styling, and while the hairstylists are excellent, understanding how to maintain the integrity and strength of your hair with supportive products makes a huge difference." Kardashian adds, "I've probably put my hair through more damage than the rest of my siblings because I did so many experimental things."

      While many assume celebrities use only the priciest beauty products, Kardashian insists that isn't true for her. She's proud to use affordable products and isn't hesitant to try DIY beauty treatments. "If I want to do a conditioning mask, it can be something like mayonnaise, honey, or eggs," she shares. "It doesn’t always have to be expensive. Performance matters more than price, and the performance of It's a 10, along with its 20-year history and numerous positive reviews, speaks volumes." She cites Instagram and TikTok as evidence that price and effectiveness can coexist. "What I appreciate about Instagram and TikTok users is how they often reveal that an expensive brand is owned by a more affordable one," she says. "Or they will share the ingredient lists to show that if you don’t want to spend $120 on a conditioner, you can find the same formula in a cheaper alternative. It's all about PR and branding. So once again: Price isn't really important."

      When not in glam mode, Kardashian prefers to give her hair a break from heat to keep it healthy. "I enjoy leaving it alone, not washing it, or anything like that. When I don't have my extensions in and have my short bob, I love to apply conditioner treatments, slick it back, wear a bun or a beanie, and let it hydrate and relax. We often have so much going on—whether it's body, hair, or face. Sometimes it's nice to just chill and keep things simple," she explains. When asked about her go-to product on these days, she quickly names It's a 10's Miracle Leave-In Product. "That's the one my stylists initially used on me, and it's the first product I ever used. I also use it on my daughter, True. I appreciate that it works for various hair types