It’s a 10 Haircare, the independent professional haircare brand, appointed Jessica Guastella as the new Vice President of Social Media.

In this pivotal leadership role, Guastella will spearhead the company’s global social media strategy, creative and content innovation, influencer and creator ecosystem development, and digital community engagement across It’s a 10 Enterprises, which includes It’s a 10 Haircare, Be a 10 Cosmetics, Ex10sions, F.A.S.T. Haircare, Cloud Haircare, and Rewind It 10.

As a licensed cosmetologist and respected digital strategist, Guastella brings a rare dual perspective that blends deep industry expertise with hands-on professional credibility, reinforcing the brand’s long-standing commitment to salon professionals and educators.

Founder & CEO Carolyn Aronson said,  

“It’s a 10 was built from the heart and it has always been about confidence, community, and lifting people up… She sees our customers, she understands our stylists, and she believes in storytelling that makes people feel something. I am truly excited to welcome her into the It’s a 10 family and to see the beautiful impact she will bring to our community around the world.”

Guastella joins the organization with over 20 years of experience shaping the digital landscape for top beauty and fashion brands. 

Most recently, as Senior Marketing Director, Brand and Social Media at IGK Hair, she led a sweeping digital transformation, elevating the brand’s 360-degree marketing strategy and driving measurable increases in organic traffic, social engagement, and campaign performance. 

Her career also includes high-impact roles at Fashion Nova, Wella/Coty, and L’Oréal, where she specialized in social-first brand building, data-informed creative direction, large-scale launch programs, and building high-performing influencer and ambassador communities.

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