For 20-year-old self-funded brand It’s a 10 Haircare, long-term success has come through business makeovers.

CEO Carolyn Aronson had been working in salons since she was 16 and was sick of using a bunch of single-benefit products. So at age 39, she sought to create an all-in-one solution. She launched It’s a 10 and its hero product, Miracle Leave-in, in 2006, creating a launchpad for Aronson’s hair empire. The product now sells more than 10 million bottles annually, and the company has expanded to a slew of hair products and sub-brands, grossing $500 million in annual sales.

And that’s all been done without any outside investment, focusing instead on steady growth and creative marketing moves, with its two decades in business marked by several phases of reinvention. Its latest makeover came last month: To celebrate its 20th anniversary (and lean into the moment hair care is having), It’s a 10 announced it’s rolling out a rebrand across its assortment, supported by a partnership with its first-ever global ambassador, Khloé Kardashian.

“You have to continue to invest in what you build, just like we are today,” Aronson said. “You have to be willing to start over again and over again and over again and over again throughout the years.”

Keep reading here.—EC

Consumers today are a walking contradiction: tightening budgets while simultaneously making quick purchases.

According to a recent survey by PartnerCentric, 81% of consumers have made an impulse purchase this year. And even as 53% of shoppers say their budgets are tighter in 2026, 41% are still buying non-essentials at least once a week.

The survey of more than 1,000 consumers across Gen Z, millennials, Gen X, and boomers also suggests that speed is part of the problem—77% made a purchase within a week of starting their research, and 15% checked out the same day.

And, it seems, with urgency often comes regret. About 62% of respondents said they regretted an impulse purchase, while 34% said it caused financial stress.

Keep reading here.—JS

May the 4th be with you for those who celebrate. The annual celebration of all things Star Wars is today, and Disney is cashing in on the fan-fueled event with the release of dark side themed products on the Disney Store and in Disney Park. Lego is also joining the fun with the release of a special set based on the upcoming film Star Wars: The Mandalorian and Grogu.

Here’s what else is going on in retail this week:

In holidays: The other big holiday this week is Cinco de Mayo, and that means a surge in avocado sales. Second only to the Super Bowl, the holiday is a boon for the guacamole ingredient. According to the latest publicly available data from the Hass Avocado Board, 59.8 million units of avocados were sold on Cinco de Mayo in 2024, just behind the number of units sold around the Super Bowl at 62.3 million. For Cinco de Mayo 2025, Mexico exported more than 96,000 tons of avocados to meet demand. Historically, beer and alcohol are also big sellers.

Keep reading here.—AV