Rated 4.71 out of 5 stars
Most Helpful Positive Review Best leave in I've ever used
My hair was damaged from blow drying every day after my shower...won't do that again back to air drying. I was looking for anything to help me bring my hair back to life and make it less damaged. This is the product. Spray it in your hair and it's turns to silk so easy to brush through. After a few days I didn't have to use it anymore and my hair feels way better than before a noticeable difference. I still use it every once in a while just to keep my hair healthy and strong.
Most Helpful Critical Review Loved it- until I realized I was allergic
I started using this product in 2011 when my roommate, who was a hair dresser, brought it home and swore by it. Initially, I loved it! But at the same time, I started developing a contact dermatitis on my scalp. I thought it was the Morraccan Oil shampoo and conditioner I started using at the time too- so even though I loved that shampoo and conditioner as well, I stopped using it. The dermatitis continued, getting worse/ better but I never attributed it to It's A 10 because I didn't spray it on my scalp- I mean my hair is more than halfway down my back and I would use it on the midshaft to the ends. Long story short, and a lot of trial and error with products, my diet, allergy tests, etc.- I picked up a different leave in conditioner a month or two ago, because I just felt like switching it up. Mind you, I had been using It's a 10 consistently for 5 years.. that's probably close to 30-40 bottles of this stuff, with my hair being so long. So miraculously, the dermatitis cleared up mostly... my scalp was significantly less itchy and everything was great! I still didn't want to believe it was It's a 10 because it was my staple product. Anyway, I picked up a bottle of it two weeks ago and have noticed that the dermatitis has returned and immediately after using it, while my hair was still wet, my scalp would ITCH like crazy!
Sooo I looked up some of the ingredients and the ingredient Hydroxyisohexyl 3-cyclohexene carboxaldehyde- known as Lyral is apparently a well-known allergen according to the US National Library of Medicine. According to the study, 89% of individuals had some sort of contact dermatitis develop and the National Institutes of Health recommend a significant reduction of in usage concentrations to prevent allergic reactions. So hey, product developers of It's a 10- I'm sure that this ingredient can be substituted for something a little less abrasive to people who have a sensitivity! Otherwise, if your not allergic, it's a good product!
Reviewed by 1377 customers Great product, will continue to use and highly recommend it.
Helen from Rohnert Park, Ca
Great product, will continue to use and highly recommend it.
It's more like a "6 & 1/2"
Beautiful-Lee from Richmond, VA
Full disclosure: I'm a Black woman with kinky, coily hair.
I used "It's a 10!" on my hair in its natural (curly) state and LOVED it: it detangled my hair, it felt moisturized... it really was a '10'.
When I used it before a blowout, however? It sucked.... more like a '3", MAYbe a '4'.
My hair felt sticky, stiff and weighed down, to the point that I ended up just putting my hair into a ponytail until its next wash day. It was SO stiff, I couldn't even enjoy my blowout.
So, great on my natural hair. Terrible for my blowouts.
I will ONLY buy again because my hair is in its natural state most of the time.
Debbie from Chalmette,La
Buddy from Washington
I love it makes my hair soft
still on the fence
Belle from california
i've been using this for a month and i'm not sure if it's working? i use this after i wash my hair and this thing smells SO GOOD, but that's just about all it does.
I would not buy this product again
Elaine from AZ
Purchased this product to help daughters very frizzy hair around face and it made it more noticeable. We use It's a 10 and love it, but the one with keratin made it worse. I will continue to purchase this brand but not the Plus keratin.
Be careful, caused hair breakage
Rosa from Pittsburgh, Pa
So I started using this product about a month ago and at first I loved it! It made my hair soft and shiny but now I am finding CHUNKS of my hair breaking off and this is the only new product in my hair care routine.
This product specifically the one with keratin is awesome.
Beauty stylist chick from .
Can really tell that it works. Hair feels healthy and great.
I am on the fence with this product
Catlady from Arkansas
I previously used the original Its a 10 leave-in and I am on the fence with this product. I can't really tell a difference between the two products and I honestly feel like the original one works better with my hair than this.
The product smells good and is easy to apply. Once the bottle is gone, I will probably end up going back to the original.
Pansy from Asheville, NC
Give it a try. Inexpensive and did wonders for my hair.
Love this product, easy to use. Not heavy.
KatieC from Monterey, Ca
I spray several shots into my palms , scrunch into damp hair and style; ready to go. Not hard hold offers a soft style.
Best detangler I have found.
Bridget from MT
I have only used the product a couple of times; so far I think it is fantastic. After decades of dying my hair I have decided to embrace they grey. I did not want the terrible demarcation line, so I bleached my already damaged hair to blend in the grey. This left my hair feeling like straw when wet, and naturally led to breakage when brushing out. I have tried several leave in conditioners and detanglers', at a verity of price points. This is by far the best I have found.
Laurie from SV, AZ
I don't see the miracle
Ivonne from Miami, FL
I don't see the miracle of this product anyway. I purchased it based on the reviews but it didn't make any difference to me.
Mimary from Michigan
The product itself is great and I have used it for a while. The pump in every single bottle I have purchased, however, has stopped working halfway or less through the bottle. It is infuriating. Going to switch to morroccanoil when my current bottle is done.
I would buy this product again
Christy angels from Midlothian Virginia
Get the frizzy out your hair and detangle it. It's great for thick hair. It makes smooth. You got blow dry it with a big round brush.
A Great Hair Product
Jan T from OC NJ
I spray it on my towel-dried hair and leave it in. My hair texture is much nicer since I have been using it.
Mia from Kenosha, WI
By using this product almost daily, my hair has started to look so much healthier. I have thin hair with a lot of breakage & this helps it feel and look a lot less damaged.
Kathy from Henderson
Spray on my hair while damp.
I would buy this again
Dottie from Florida
combs in easily
Number one go-to!
Jill from CA
This has been my #1 for quite a while now. Just spray in after showering, and voila! It is a must-use for me. I've tried other products, but I find this alone does the trick. It's like using a deep-conditioner, thermal spray, and frizz fighter all in one! It's a bit pricey, but worth it, and using a coupon at Ulta definitely helps! Thanks, Ulta!
Smoothing leave in conditioner
DachsieMom from Minnesota
I love a spray on conditioner! So easy and quick to use in the morning. I use this to tame my own unruly, naturally curly hair, also my granddaughters use on their snarls in the morning before school to straighten and smooth. Ends up with a beautiful smooth shine. They love it and so do I. Also it's affordable compared with some others
Works great on all hair
Cindy from Norman
I use this right after washing. Helps keep hair strong and grow
My go to
Princesax3 from New Jersey
Really good for my hair.
Love this product
DFee from Arkansas
I've used it's a 10 product for 14 years. My stylist used it when I was a teenager and I thought it was wonderful then so I always had it on hand. It's lightweight and non greasy so it doesn't affect how many days I can go between washes. When I started coloring my hair a year and a half ago, I got the one with keratin. It has helped my hair strengthen and soften as well as helping my daughters' hair grow. They've had trouble growing their hair, both practically bald until 3yrs old, but just in the past 6 months, it's gotten so long and stronger. So much so that now that they're 5 and 7, they can get their first real hair cuts.
I've read the other reviews and I don't have a problem with the pump. I've never had a problem with it, all the years I've used this product. The consistency is like a soft cream so I don't know if they spray pump is the best option for function. But this way, I don't have to pump it in my hand and then apply. I love the convenience of just spraying it directly in my hair.