Lift, Hold, Shine

In this vulnerable and inspiring memoir, the CEO of It’s a 10 Haircare—the only Latina-owned worldwide beauty brand—shares the surprising twists and life lessons behind building a name brand, one bottle at a time.

Embroiled in a years-long legal battle with her former business partner and ex-husband, Carolyn Aronson bought him out and went $100 million into debt, staking her career on the future of the company—a risky gamble for a solo female CEO in an industry dominated by men.

The result was a miracle—or Miracle Leave-In, Carolyn’s 10-in-1 wonder product that has become a go-to haircare line for beauty salons, stylists, and millions of consumers around the world.

In Lift, Hold, Shine, Carolyn traces her business success through the invaluable life lessons that shaped her business savvy today. After two years as a foster baby, adopted into a loving family at age two, and raised in Michigan, her quest to reconnect with her birth family and Puerto Rican heritage became a personal touchstone, informing her sense of integrity and deep appreciation for identity. As she navigates setbacks, single motherhood, skeptics, and complex partnerships, Carolyn chronicles the hustle and gumption it took as an up-and-coming CEO to keep the company on track, and the bold swings that led to the winning formula and iconic branding behind It’s a 10.

Told with candour, practical takeaways, and radiant optimism, Lift, Hold, Shine celebrates a life shaped by family, identity, unwavering hard work, and the mindset to create miracles both small and spectacular.