It’s a 10 Haircare, the professional and consumer indie haircare brand, has announced a price freeze on all products at all official retailers including Sally Beauty and ULTA. This comes at a time when many other brands have been forced to increase prices due to inflation rates and supply-chain issues.

After reflecting on the financial challenges consumers have been experiencing this past year, It’s a 10 Haircare has decided not to raise its prices. The brand worked with suppliers to find ways to keep costs down while not changing the formulations. In areas where this was not possible, it will absorb millions of dollars in losses. The brand hopes this large gesture will show loyalty to its fanbase as well as attract new ones.

“While we originally were planning to initiate a price increase to keep up with our own growing expenses, we took a step back and thought about…