Overview
- It’s a 10 Haircare named Khloé Kardashian its first celebrity ambassador to front a 20th‑anniversary campaign.
- The campaign leads into a rebrand that refreshes the look in Summer 2026 at Ulta Beauty while keeping the formulas the same.
- Kardashian will anchor a multi‑channel push with appearances, social content on her own accounts, and new visuals and displays at retail.
- Founder Carolyn Aronson said the move aims to keep the brand feeling fresh at 20 after a year‑and‑a‑half search for a partner who already used the products.
- The company points to its scale and plans, citing more than 11 million Miracle Leave‑In bottles sold each year and a slate of 2026 activations including retail and social rollouts, an October book release, and a Miami celebration.