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 what it would mean for the average shopper. We realized we couldn’t let them take on this burden,” said Carolyn Aronson, CEO & Founder of It’s a 10 Haircare in a press release. She continued, “We want this to show our loyalists that we appreciate their business and will do anything possible to protect them, and in this case, that means protecting their wallets.”
It’s 10 Haircare can be found at stellar prices at ItsA10Haircare.com, at ULTA and ULTA.com, Sally Beauty and SallyBeauty.com.