American TV personality Khloé Kardashian has been tapped as the first celebrity ambassador for It's a 10 Haircare, celebrating the brand's 20th anniversary.

Kardashian commented 'This is a brand that has built real credibility and trust over time. What makes this partnership especially exciting is that it's evolving visually with a fresh new look, while keeping the formulas people love exactly the same. That kind of reinvention, without losing what made the brand great in the first place, is really powerful'.