Product Reviews Rated 4.65 out of 5 stars
301 Reviews
Most Helpful Positive Review Awesomest product EVER! I have tried SO many brands and products (including home made ones- eggs, avocado, coconut oil, and banana)over the years for over processed hair due to bleaching and stripping hair form black to blonde etc. This is the ONLY product I have found to actually do an almost complete restore (at least to the touch)in one shot!
This go around I really did in my hair (whole head) and even deep conditioners weren't cutting it. This product (I also use the leave in deep conditioner) is the only one to actually noticeably help. I LOVE this and the cost while not cheap per say is also not uber expensive and it works so more than happy to pay it!
Hands down best product for restoring hair from bleaching and over processing!!!
Most Helpful Critical Review Not as good after awhile, not worth it I was initially delighted by how this conditioner made my hair look and feel - smooth, not weighed down, easy to style, maintained well throughout the day. I'd gotten a small tube as a free sample so went to buy more and found out how insanely expensive this is. I eventually splurged and allowed myself one special conditioning event per week, while I wash my hair about 4 times per week. As each week went by, I found the effects of this conditioner just weren't that great any more. I didn't change the other products I typically use. After some research, I suspect the diminishing results are from the silicones in the conditioner reducing my hair's ability to absorb moisture and nutrients, although adding a clarifying shampoo into my routine hasn't made a big difference. I'd be just a little dismayed if this weren't so absurdly expensive, but the cost makes me extremely disappointed. I'll be hesitant to splurge on any pricey product again, and will definitely be avoiding this one along with others that have silicones as primary ingredients.
Reviewed by 301 customers I LOVE it! 5
Crystal from Galveston
I live for this specific product! I have bleached dry hair and this has helped sooo much for treatment on my hair! I definitely recommend this with the shampoo for damaged dry hair. It makes it feel so silk and think smooth hair.
The first It's a 10 product that actually worked on my hair 5
Jaybee from AL
This conditioning treatment is outstanding. I've used nearly every other It's a 10 product, but they always leave my hair waxy and hard to manage. I have naturally curly (3a-ish) hair, and this treatment got rid of frizz, helped my curls keep their shape, and made tangles glide out, even 2-3 days after wash day. I only wish it wasn't so dang expensive, but since it's also the only thing that's truly worked I'll just have to pay the price!!
Damage handled 5
Mollyb from North Carolina
Went platinum blonde from dark brown and my hair was dry and damaged horribly. This product has been my once weekly conditioner and it saved my hair and has it soft once again!! (I did buy this 50% off which made it the best product in that price range)
😐 not worth it 1
Liz from USA
The initial response of my hair was wonderful. It softened and tamed my frizz. But came 4-5 times of use my hair started falling out. It's been a week since I stopped using and my hair has finally stopped falling out. I'll be returning…
A lifesaver 5
HeidiDee from Ohio
My hair has been through a lot; I bleached it earlier this year and still have some damage and breakage. It took forever to air dry and I couldn't get it even 100% dry by blow drying it either. One use of this basically restored my hair back to how it was and now I regret cutting it because I think this would have saved me from doing so. I never write reviews but I wanted to for this because this is amazing.
Educate yourself 5
Adavia from Texas
I would encourage everyone to learn about protein moisture balance before buying a protein product and leaving a negative review just because it didn't work for you. Especially if you want to complain about a price of a product. Even if I wasn't a hair stylist. There are many ways for you to learn how to manage unhealthy hair.
The only conditioning treatment you'll need 5
Janie from Baton Rouge
I bought this last November when I started bleaching my hair to become platinum blonde. You'll notice immediately-it makes my hair so soft and feel healthy! The price is worth it! I use it every few days and when I touch up my roots with bleach I use it as a hair mask afterwards! I get many compliments for having very healthy looking hair and lightening my own hair from dark brunette to platinum blonde.
Blonde Buy 5
mili from san jose ca
I had black hair 3 years ago went icy blonde back to black back to blonde this is the only product that helps my hair be smooth 10/10 WORTH THE MONEY if ur a blonde natural hair use watever
Love it leaves my hair hydrated and soft 5
Anne from Miami
Will continue to purchase
works great 5
scar from tn
works great good conditioner
I love "It's a 10" - The best stuff EVER!! 5
TxSusieQ from Houston, Texas
I use the shampoo, conditioner & leave in conditioner. This is the best stuff. I have natural gray hair and have read that Keratin is great for gray hair. I started using all the products and love it. I also use the shampoo for blonde hair to cut the brass. Great products!!! I get lots of compliments on my hair. Thank you "It's a 10"!
Love this product. It was recommended by my hairdresser. 5
D the busy lady. from North Carolina
It's a great product! Just makes my hair very soft and styling is difficult for a couple of days.
Lives up to its name! 5
Fitz from Fairfield, CT
I almost never write reviews but it is so rare that a product lives up to the hype! I am so happy with this product. I'm 62 with very thick hair and this winter it just seemed knotty and unmanageable. I researched good conditioners and this one kept popping up. It truly made a difference from the first use - highly recommend!
I would buy this product again and again. I love it. 5
Emily R. from Upstate New York
I love the way it feels in my hair and the way it smells. I think it's perfect.
Reaction? 1
Reaction from Spokane
I believe I had a reaction to this, anytime I use it, the next day my scalp is burning all over and it's incredibly itchy. I definitely won't buy this again. I love the leave in spray though!
Great for frizzy hair! 5
Frizzy Girl from New Jersey
I have wavy frizzy hair and this shampoo/conditioner combo has gotten it under control. It's deep conditioning but it doesn't leave my hair flat, just smooth.
Not as good after awhile, not worth it 2
WishingAndHoping from MA
I was initially delighted by how this conditioner made my hair look and feel - smooth, not weighed down, easy to style, maintained well throughout the day. I'd gotten a small tube as a free sample so went to buy more and found out how insanely expensive this is. I eventually splurged and allowed myself one special conditioning event per week, while I wash my hair about 4 times per week. As each week went by, I found the effects of this conditioner just weren't that great any more. I didn't change the other products I typically use. After some research, I suspect the diminishing results are from the silicones in the conditioner reducing my hair's ability to absorb moisture and nutrients, although adding a clarifying shampoo into my routine hasn't made a big difference. I'd be just a little dismayed if this weren't so absurdly expensive, but the cost makes me extremely disappointed. I'll be hesitant to splurge on any pricey product again, and will definitely be avoiding this one along with others that have silicones as primary ingredients.
Great for colored hair 5
So from Boston
Made my brittle bleached hair feel amazing and not dry! Expensive, but try to buy it when it's on Sale!
Great for colored hair 5
So from Boston
Made my brittle bleached hair feel amazing and not dry! Expensive, but try to buy it when it's on Sale!
Works great 4
MichyT from Dayton, NJ
This conditioner makes my hair more manageable. I have a lot of volume and my hair gets frizzy so I usually smooth it out with a straightener. After using this conditioner I haven't had to use any hot tools! It leaves my hair soft and smooth with its natural wave and a nice smell (fragranced). The only downside is that it has an EWG score of 7 (high hazard) with its (long list of) ingredients.
Best Ever!! 5
Like a Virgin from Atlanta, Georgia
My daughter suggested this line of products to me. It's A 10 has been my go to product for 10 plus years. I've tried almost all of the product line. Love these products!
It's Not worth the price. 2
fancynancy from SoCal
Didn't do much. It felt like any ordanary conditioner. I was hoping for good results. It bummed me out.
Damaging 1
Bzgirl from Stl
I love the miracle hair mask and thought this might be even better since I regularly straighten my hair. It made my hair mushy, impossible to comb through, and fall out in clumps while rinsing and styling.
Amazing results 5
Kaydee from Santa Monica, CA
I used this for the first time yesterday.
I had my hair lightened from medium brown to almost platinum blonde.
So my hair felt a bit brittle.
I used after I got out of the shower, ringed out my hair, applied a fair amount of conditioner, blow dried my hair with the product in my hair (a stylist gave me this advice) & left it in my hair for about 15-20 min.
Rinsed with COLD water
And it was like an instant repair.
My hair bounced back, literally,
My hair used to be poofy and brittle and very dry.
Yesterday was the first time since my last appointment that I've been able to wear my hair down without feeling like I need to style it for it to look good.
I have wavey hair naturally and after so much bleaching my waves turned into more of a brittle, poofy straight.
I was able to see a few waves again.
I plan on doing a deep conditioning treatment at least once a week.
I will update my review as I make it a routine.
Obsessed 5
Ashley from Philadelphia
I used this product after washing my hair. I bought it because at the time I had extensions in and I found that the extensions would get dry so I needed a product to deep condition and this definitely did that. It actually strengthened my natural hair and no my natural hair is longer than my extensions were! We're definitely recommend if you're struggling with dry and damaged hair! Oh and it makes your hair super soft and smell good!