Side by Side Comparison of: Its a 10 vs It's a 10 vs It's a 10 Haircare

Love this stuff. Only use once a week. I dry my hair while still in the shower with a hand towel then leave product on for 10 min. Makes my hair softer and shinier. Doesn't smell as good as some of the other products out there but still smells nice. Smell doesn't linger on my hair like others.

Your hair will literally never feel softer than when you use this. I wish it was a little less expensive but it truly is miraculous. Since I have bleached my hair, I use this almost every time I shower even though it's deep conditioner. I leave it on for as long as I can in the shower. Sometimes, if my hair is feeling extra brittle, I'll put it on when my hair is dry for a few hours wrapped up.

I rotate my hair products but I really love these. I bought the shampoo and conditioner as well as the leave in product. My hair was completely destroyed and this is part of my healing routine. Several months later, my hair looks and feels like it's never seen a chemical product in my whole life. yes and yes.

Believe the reviews, this deep conditioner makes your hair feel silky. No sticky residue or grease, just shiny hair. It is a miracle to have wavy hair settle down and easily comb out. Fragrance is noticeable yet dissipates quickly - I was concerned about wearing the fragrance like cologne. I haven't noticed it beyond the hair drying stage and even when just applied, the fragrance is fresh and pretty, not cloying. For my long hair, this product is a winner.

So I read that someone else used it as more of a mask and added some heat.... I came up with my own spin for even more shine and softness. What I do is wash my hair, leave it unconditioned, get out of the shower and put this conditioner on my hair (but not at the roots or close to the scalp). I also pour a half dollar size portion of CHI Keratin Silk Infusion (gray bottle with gold lettering) and go over the same area. I have very thick, long hair so you might not need near as much product as I do. Once I work it through and my hair is soppy and soggy, I wrap it in a loose bun so I can put it in a plastic hair mask then let it fall once it's all inside the mask. I'll grab my blow dryer (Baby bliss dryers are GREAT) and sit on the couch and let my wet hair "marinate" in the 10 Minute Miracle and Chi Silk Infusion mask for 10-15 minutes while watching TV. My hair is getting dyed every 6 weeks right now so it was pretty dry and I was desperate to get some moisture back in it. If you use the 10 Minute Miracle only, it will be okay; the Chi Infusion made my hair much softer and shiny even after being straightened. And they smell GREAT togethet. Either way, it's the heat and time that makes the biggest difference. Just using it in the shower won't give the same result.

This is the ONLY stuff that makes my unruly hair calm down and look GREAT. Just wash your hair, towel dry, and smooth this gel on and leave it in...Then style as you like...works with or without heat styling...i LOVE THIS PRODUCT..AND I HAVE TRIED SEVERAL KERATIN PRODUCTS ...This one leaves the others in the dust! And the larger size was cheaper here than at any salon or store I have fiound it in before now.

I have naturally coarse and frizzy hair and I live for this product! It was originally recommended to me by my hairstylist a couple years back when she cut my hair. It was an expensive investment as it was around $27 for the 10oz bottle. Using it 3x a week after I washed my hair, made a world of a difference in how smooth and silky it became. One bottle lasted me about 2 years and I have recommended it countless times.My stylist suggested the Keratin version because it helps strengthen hair. I shopped around when it was time to replenish and found that the price for the Keratin Leave-in is anywhere between $28-$35 at places like Ulta and salons but it's slightly cheaper on Amazon.

I have long blonde hair that tangles easy. It's a 10 with Keratin is the only things that makes combing out my wet hair easier. I use a wet brush as well with this de-tangler and it really makes life easier. I've used the regular Miracle Leave in and I prefer the Keratin Leave-In as it detangles and works better on my hair. The scent is pleasant and I don't apply to my roots. I can't live without It's a 10!

First impression – ok, let’s give it a try and buy itSecond impression – I FOUND THE HOLY GRAIL OF HAIR PRODUCTSMy first impression came from my hair stylist. She used a slightly different It’s A 10 product every time she’d wash my hair so I purchased some for myself. I didn’t use it as often and in the correct way because I always saw her for my haircare needs.Now, I’m all natural with 4b hair about an inch from my bra strap. I recently decided to wear my natural hair out and I was about to go to the salon, pay $75 for a deep conditioning scalp treatment and flat iron when I decided I’d pay $50 for It’s a 10: Hair Mask, Leave-In Spray Plus Keratin, and Shampoo Plus Keratin. And it gets better – A little goes a long way!It's A 10 Miracle Hair Mask , 8-Ounces JarsIt's a 10 Miracle Leave-In Plus Keratin - 4 OzIt's a 10 Miracle Shampoo Plus Keratin, 10 OunceI’M ECSTATIC AT MY RESULTS!I have a very dry scalp with flakes and all. The Miracle Hair Mask has Apricot Kernel Oil and Linseed Extract that repairs dry scalp.I also want to start wearing my hair out straightened. The Shampoo has keratin that aids in keeping my hair straight, locks out humidity and protects from heat and sun damage. The Leave-In replaces any loss protein in my hair, defrizzes, and adds a little shine. These are things I have seen in the past 2 days.The whole process took maybe 3-4 hours and I plan on repeating this every week (then, every 2 weeks once my scalp is healthy and my hair is trained).1) I washed my hair in 4 sections with the Miracle Shampoo twice, focusing on the roots and scalp where the flakes hang out.2) I towel dried (hair still damp) and applied the Miracle Mask, in 6 smaller sections, starting at the ends and a bit to my scalp. With my hair covered in the mask, I twisted the 6 sections into individual twists and put on 2 plastic caps to seal in the moisture and sat for about an hour watching a lecture.3) I washed the mask out in the 6 sections and towel dried my hair before blow drying with my $15 Andis hair dryer Andis Ceramic Ionic Styler Hair Dryer, Gold (82105) with the comb attachment.4) In 6 sections, I sprayed a little of the Miracle Leave-In, focusing on the ends, and combed it through before applying 1 pass of the straightener with my $45 Jilbere flat iron Jilbere Porcelain Flat Iron 1 1/2 Inch and leading with my comb.I recommend these products to EVERYONE and I hope my experience has provided some insight on whether this product line is right for you. I wrap my hair at night and in the morning, I spray a little Leave-In and if I need to touch up with my flat-iron, no big deal and I’m out the door, hair still straight, rain or shine.

I had been looking for a really good leave in conditioner for my hair, but mainly for my daughter's hair. She has VERY long, THICK extremely curly and frizzy red hair that for a long time was a nightmare to deal with. Beautiful, but a pain in the butt. :-) A friend recommended I try It's A 10 Miracle Leave-In plus Keratin. At first I balked a little at the price. What could be so amazing to cost that?? Well, I found out. Now I am never without it!Shipping is always quick, which I'm thankful for. Packaging is perfect for the product. Never have I received a damaged bottle.Now then. First time I used it, I was dubious. I washed my daughters hair, then before the dreaded brushing I sprayed the ends and up to the roots with this spray. I know you usually don't spray near the scalp but y'all, my daughters hair is like a demon. lol I baptized her hair in this stuff! I immediately noticed it was easier to brush out her tangles, first of all. Also, it smells awesome! I love the smell of this stuff. Normally I have to immediately put her hair in a braid to try and keep it looking nice for the first bit. With this stuff, I can actually leave her hair down and let it air dry and instead of frizzing up into her normal uncontrollable ginger-fro, it dries into beautiful ringlets! She can wear her hair down for the whole day! I end up braiding it before bed, but then for the next couple days I can just finger comb her hair and keep it in pony tails with a little teasing, even down! She calls it her "Merida hair" now! I've been made a believer!I also use it on my hair, and have noticed a drastic difference in my frizz. Thank goodness for this stuff!*Pictured is my hair right after sleeping on it all night. Normally it would be a frizzed out mess but I washed the morning before and used It's A 10 :-)The other picture is my daughters hair after air drying using It's A 10 leave in with keratin. Oh my! Look at those curls! lol

This is the only product I use continuously for about 5 years!I am very picky with my hair care products. Hair routine is something of obsession for me, and I can never find the right shampoo, conditioner or hair mask. I have spent TONS of money on hair products which I stack up under my sink, cause they just stop to work. The only thing that remains is IT'S 10 LEAVE-IN CONDITIONER PLUS KERATIN. I have long/thin/ blond hair and I got a lot of it. I refuse to cut the length even if it weights a lot and makes the blow drying a real pain in a...a pain, really ) This leave in spray is just a life saver for me. I just spray it all over my hair after towel drying and brush it through. YES, it does make brushing so much easier!!! I take this product when I go to vacation, even have a bottle in my gym bag. I really stock up with this conditioner, so I would never run out. It makes my hair shiny and soft. And NO, it will not weight your hair down or make it greasy.

This isn't going to fix the damage done by glossing my hair blond, but it sure helped a ton! It's not a miracle cure to sky soft hair but it will help quench the dryness. I use it with the spray leave-in conditioner and it makes a pretty good duo.

I love the smell of this conditioner. My hair is dry from highlights, it helps, but not as much as I thought it would.

Most likely user error, but I find that this stuff can really build up on your scalp if you don't spend the extra time to thoroughly get it washed out.

I can't wait to try. I am 70 and thought I could use this.
I love the daily Conditioner

Feels nice when you're washing your hair and lathering the conditioner in, but I can't say it's a "miracle" conditioner. It hasn't really had an affect on my hair once it has dried (it is still fairly coarse/not silky). So I won't be buying it again.

Wow, I've tried many leave in conditions and by far this one is the easiest to comb through wet damaged bleached hair. I even use damaging purple toners and this conditioner leaves my hair so nice and smooth. My only complaint is that the smell is ok....I paid a lot for this I expect it to smell more then....ok (i also cycle out davines purple shampoo and use redken all soft heavy cream with shampoo)

I was hoping this would make my hair feel soft hater washing, but I guess it's not for my hair. The other benefits I don't know because I didn't use it long enough.

This stuff really does leave my hair feeling silkier and stronger. It smells great too! The only trouble I've had its sometimes it makes my hair and face a bit greasy, I just try to use a little less.

This was a highly recommended product by many women in my area. After using it several times I have determines that the effectiveness is dependent on each person's hair.If you have mildly processed hair or virgin hair which is just a little on the dry side this product is perfect for you as is with no additional smoothing products. It will make your hair easier to brush and leave it smooth and silky.It'llIf you have overly processed hair where your have severely dry hair and breakage, you cannot rely on this product alone. You can you this after towel drying to help you comb through your hair but you will probably need an additional smoother to apply on your hair before blow drying.

I like this stuff, I think it's a little more nourishing than the formula without the keratin. However, I don't think that this product alone will leave your hair as soft as you'd like if you hair is extremely damaged like mine - I went blonde 2 years ago and didn't take care of it like I should have. If I use this spray in conjunction with another argan oil or something else thats heavy on my ends, then it does come out pretty soft.I'll purchase again.

This spray makes my hair feel healthy. I spray it in after towel drying my hair and then brush it. It does help it not be as fuzzy and wavy but doesn't straighten it all the way. After blow drying or straightening my hair feels healthy and silky smooth.

Not the best deep conditioner. I really love It's a 10's other products. Has a pleasant smell, but didn't do much for my hair. Packaging and shipping were great tho.

You know, this smells AMAZING but it didn't really do much for my dry hair. I fell for the hype, I guess. If you're just interested in amazing smelling conditioner (but not a thick, rich DEEP conditioner), go for it.

Works very well when left on for like 8 minutes and very generously applied. That's the only downside because I have bleached hair and I need to use it frequently, so this bottle, if I used it like that every time would have only lasted me a week or 2. But I use less, and do not get the silkiness that I get from completely soaking my hair in the stuff. Also, do not see any long term damage repair being done to my hair, like some other products I've used. Actually seen a decline since I switched to try this product instead, particularly on my bangs and front of my hair which sees the majority of the heat applications. And I do use It's a 10 leave in, as well. I am VERY fond of THAT product. But without a good deep condition, it doesn't do as well of a job. Will be trying something different.

I like this product for my highlighted, dry hair but I feel like you don't get a whole lot for what you pay. I get that its a higher quality than a regular "pharmacy type brand" BUT it feels like I still have to use a fair amount on my hair so this purchase is not going to last long at all. I have used other nice conditioners that require just a small amount but I don't feel that way about this one. I like their other products and I will enjoy this one while i have it but I don't think I would buy it again.

I have really long (naturally wavy but I straighten it or put it up most of the time) hair that I have regularly dyed about every 5-6 weeks for several years. The ends of my hair are dry, but not too bad. I usually use Joico moisture recovery treatment balm (it leaves my hair feeling smooth and it's easy to brush through), but I had heard good things about this and gave it a try. I would say it's okay. It's not as moisturizing as I need on my ends so I probably wouldn't purchase it again. If your hair is normal then this would probably be a fine product to use.

This stuff works ok, but is wayyyyyy over-perfumed. I really wish I would find hair products that don't fight one another to announce their presence aromatically. I'd like just to hue able to wear my Hermes perfume without other conflicting smells.

For being super expensive, I don't notice any difference when I use it.I actually use the garnier fructis leave in oil and I like it more. Plus, it costs only $5.

The best thing about this is the smell. It's lovely. However, I'm not sure if I ever saw results. I've used other It's A 10 products before but this one just didn't seem to do anything. It also seemed to weigh down my hair too much. Maybe it would work well for someone else that needs to tame their hair.

I don't like this much. Even though it is not bad but I've other leave in conditioner which works better for my hair. I purchased this based on great reviews but result is not as great as described in reviews. I tried it on wet hair as well as dry hair. After applying this, my hair become coarse and stiff. I'll not repurchase it.

This leave in conditioner has never let me down. I really like it and the fact that it has a bit of keratin leaves your hair looking a bit more healthier. The only reason I gave it three stars is because I have never been a fan of the price but the quality is pretty good. Recently I have started using CHI leave in conditioner also infused with Keratin and I have come to like it a bit more that this product. Especially since CHI although a similar price has more ounces and the end results are great. Just like this product it eliminates frizz and it leaves your hair really soft.

I have very curly blonde long hair. Its naturally blonde, but 2 or 3 times a year I get it highlighted. I'm trying to grow it out so I'm skipping trims (which I know I shouldn't do) and I've got split ends. I also used to straighten my hair like crazy, but have stopped, so I've got healthy roots, but super dry and damaged ends that break and split. Not to mention I had a new hairdresser who over processes my hair and made is straw-like in my top layer.So I figured with the stellar reviews and great things I've heard about its a 10, it could be close to a miracle leave in conditioner. Well... It didn't really help.. I'm so disappointed. It smells insanely good, but it just didn't help my dry hair. It's kind of heavy and makes my hair feel like I've got wax in it almost. I'm not sure how else to describe that. I'm not using too much or too little since I've experimented and everything.I actually feel like when I do heat treat my hair, that's when it makes my hair feel soft and healthy. So I use this to either scent my hair or when I straight it or curl it. For the money though, I'd rather spend my money in something else that's just as good or better. For example, I love bed head and I feel they do a better job for less money and a bigger bottle.

Nice smell, nice consistency -- but no effect on my hair.

This is an amazing deep conditioner, I can tell the difference when I wash it out. My hair is always smoother and less tangled after using this. The second time I ordered from this seller my bottle felt much lighter and I definitely think it had been opened and emptied a bit before it reached me.

Didnt work for my dry bleached hair. Felt nice while it was on but as soon as I rinsed it out it felt the same as usual.

Because of the inordinate number of positive reviews about It's a 10 Deep Conditioner Plus, I ignored the ingredients list and purchased it. Aside from the exorbitant price I practically had to take out a loan to pay for, it is loaded with ingredients that are not only bad for the condition of curly hair (and perhaps straight hair, too), some are not particularly safe for the skin. This deep conditioner left my hair dry, frizzy, and stringy.
Here's some of the major offenders:
Silicones - anything ending in -cone, -conol, -col, or -xane is not water-soluble and thus cause build-up that weigh curls down, diminishing definition. There are some really good silicones out there - ones with the prefix PPG or PEG come to mind (neither of which are found in this product).
Glycerin - it is heavy in humectants, which are made to pull moisture into the hair and retain it. This doesn't work unless weather conditions are virtually perfect.If the environment around the hair is drier than the hair, the humectants can possibly push moisture from the hair to the dry air to help balance the moisture in the atmosphere. It also notoriously fades hair color by dissolving and grabbing unbound dye molecules that are easily accessible near the exterior of the hair.
There are other problems, too. There are many ingredients listed that cause skin irritation, and in some cases aggravating existing eczema problems. I should have known better, but I gave the benefit of the doubt because of all the positive reviews.

Save yourself some frustration and a lot of money and invest in a deep conditioner that's actually good for your tresses such as Garnier Fructis Fortifying Deep Conditioner - Sleek & Shine 3 Minute Masque, Curl Junkie Curl Rehab Moisturizing Hair Treatment, or perhaps Bee Mine Bee-U-Ti-Ful Deep Conditioner. They all have high quality ingredients and are far more cost effective ranging from $.79/ounce compared to nearly $3/ounce for this stuff.

On a positive note, while quite strong, it smells luxurious. At least there's that. Unless you're fragrance-sensitive.

I actually think this, in the long run, dries your hair out. I've heard before not to use keratin if you have healthy hair and unfortunately I didn't listen. My stylist mentioned my dry, tangled hair (and I use other high-quality products). While this definitely makes your hair feel good in the shower I think when it does wash out it pulls your natural vitamins out with it. Would not recommend if you have healthy hair.

The real product gets more stars than this but the review if for the product I received. I don't believe it was authentic because the ingredients don't match the products I have been getting from both target and ulta. They don't even match what's posted here on the site. I'm not taking a risk with my hair although I'm not 100% sure it's not real. The photo I attached shows a bottle from Target's ingredients on yhe left and the bottle I received from Amazon on the right. As you can see, the ingredients are different and in different concentrations if you go based on the order.

I have 3c curly hair and I prefer to use an oil instead of this. I find this to have a strong perfume scent which gives me a headache. The results were not what I would have hoped for given the reviews. It lightly moisturized my hair temporarily, but I didn't see long lasting results. I prefer coconut oil and a tiny bit of mousse.

I have been a long time user of the original version of this conditioner and I love it, however this new "Plus Keratin" formulation is very thick, slick and heavy. My hair felt oilier than when before I washed it. In addition, the spray nozzle stopped working after just two uses, so even though I was committed to not wasting the bottle, I wound up having to do just that. One final note. I'm an average-size woman and the width of this bottle makes it impossible to spray with one hand, especially once it gets slippery from the product. Even in the original formulation I'd go back to the smaller sized bottle.

I have super dry, curly hair and was looking for something that would add moisture back into it. Based off of all the reviews, I thought I would try this. When I used it, it left my hair even more dry, and there was this kind of residue left behind that made it so I couldn't even get my brush through my hair.

I was Pumped for this for years and finally had enough to buy it, but it gave me no difference in hair. Mine is long, frizzy, and wavy. When I put it in damp, it feels soft. Once it's air dried, it comes out as if I had no hair product in. I tried it blow drying my hair, and it still comes out the same, although with a slight bit of softness. I've used it almost a month now and I see no difference. I believe that it could improve your ends though. The 4 oz bottle does run out quickly, sadly. Washing you hair every three days and using this product each time, the bottle will probably be empty by 3-6 months. I really do hope to keep trying it and getting a benefit in my hair. It IS fragrantly but can be bearable. I still think it is a good product .. When it's used correctly.

I was really excited to try this as I had read the amazing reviews and my hair stylist said it would be okay for hair that has been colored.Boy, am I disappointed!!It left my fine, curly hair flat and frizzy. No body, limp curls, frizz - disaster! There can't be much keratin in it to leave this much frizz. And I live in a dry climate so it's not like I'm dealing with humidity. The scent is also much stronger than I prefer (I want people to smell my perfume, not my conditioner) and kind of cheap, like something out of a drug store. Two stars because it did leave my hair feeling soft.P.S. My favorite conditioner by Bumble + Bumble has been discontinued which is why I'm trying new leave-ins. If anyone here knows of something comparable to Bumble + Bumble "Leave In, Rinse Out" please let me know!!!

I just dyed my hair so I wanted to add back moisture and try to repair the damage done. This product didn't feel any different in my hair compared to other conditioners, and I didn't see / feel any difference in my hair afterwards either. I used it quite liberally as well. For me, it wasn't worth the money.

no different than any other deep conditioner...wouldnt buy again..

Ripoff. The tube was open already (I don't know if it's supposed to) and there was very little inside. I have a medium length hair and the product was gone after using about 6-7 times.

I felt my hair a bit softer and that was it. I was expecting better results after finishing all three product lines. For the price, the product is mediocre.

I don't understand why it is so expensive... My girlfriend bought it and I tried it but it just makes me lose my hair...

Way too expensive

I have used this product for years and this is NOT the same. I used it after I took a shower last night and it didn't soften my hair at all. The consistency is way watered down! I actually woke up this morning with super frizzy hair. So I compared it to the last bit I had left of the bottle I purchased from a hair salon and it was completely different. As you can tell from the photo comparison, it's much more fluid. Don't waste your money on this it smells like rubbing alcohol.

this was supposed to be a spray but its thick like a lotion from the inside.. cant even spray it on my hair.. the product seems to be expired probably :/

This made my hair fall out. I noticed that an area of my forehead that usually has baby hairs was completely soft and bald. My hairstylist had warned me not to use too much of anything with keratin in it because it can make some people's hair break. Remembering this conversation I researched online and found that keratin does make some people's hair fall out and that was the case with me. Although I did not directly put this product on my forehead when you are spraying the product on the lower half of your hair some will get on your face.I have stopped using the product now and my baby hair has grown back.

left my hair too dry

Did not calm down the frizzy mess on my head.