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flag Kardashian rebrands It's a 10 at Ulta Beauty for its 20th anniversary.

flag Khloé Kardashian made a special appearance at Ulta Beauty World in Orlando to celebrate the 20th anniversary of It’s a 10 Haircare and unveil its modern visual rebrand. flag As the brand’s new Global Brand Ambassador, she highlighted the line’s commitment to accessible, results-driven haircare. flag The rebranded line is set to launch exclusively at Ulta Beauty in summer 2026.

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