Review: It's a 10 Miracle Leave-In Plus Keratin

I'll just come right out and say it:

I really wasn't checking for anything from It's a 10. To be honest, I hadn't even paid any attention to the brand. Like, at all. Anything I know about It's a 10 comes as a result of after-the-fact research. It's a 10 Miracle Leave-In Plus Keratin came into my purview under as what can only be described as serendipitous circumstances. I was at Ulta purchasing my Garnier serum (heat protectant), and taking advantage of the Shea Moisture BOGO they were running in March. I then became aware that they were giving out 4oz bottles of It's a 10 Miracle Leave-In Plus Keratin for the FREE with any $20 purchase. Sidebar: I think the promotion is over, but you can always ask if they still have the bottles in stock. Some stores are running the promotion beyond the end date because there were too many bottles left over. For my LA ladies, such is the case at the newly opened Ulta at Midtown Crossing on Pico. Anywho, I'm all about the free-skees so I gladly took the product (especially when I discovered that the 4oz bottle regularly retails for $20).

So, how exactly did the Miracle Leave-In catapult from virtual obscurity into my Must-Haves for 2014? Read the in-depth details of this product review to find out how a product not really marketed for natural hair climbed it's way to the pinnacle of this product junkie's list.

Ingredient List: Water (Aqua), Cetearyl Alcohol, Behentrimonium Chloride, Propylene Glycol, Hydrolyzed Keratin, Keratin Amino Acids, Cyclopentasiloxane, Fragrance, Camellia Sinensis Leaf Extract, Aloe Barbadensis Leaf Juice, Butylene Glycol, Helianthus Annuus (Sunflower) Seed Extract, Panthenol, Quaternium 80, Silk Amino Acids, Hydroxycitronellal, Benzyl Salicylate, Hydroxyisohexyl 3 Cylcohexene Carboxaldehyde, Butylphenyl Methylpropianal, Linalool, Citronellol, Limonene, Methylparaben, Propylparaben, Methychloroisothiazolinone.

Ingredient Analysis:
  • Water
  • Cetearyl Alcohol: Mixture of cetyl and stearyl alcohols, considered "fatty alcohols" -- NOT to be confused with drying alcohols such as ethyl. Fatty alcohols are lubricants, thickeners, and emollients. They give conditioner its velvety feel without making hair greasy. Also used to keep product ingredients from separating.
  • Behentrimonium Chloride: Quaternary ammonium compound and close cousin of cetrimonium chloride. Also penetrates the hair, conditions, and acts as an anti-static and anti-microbial agent.
  • Propylene Glycol: Humectant and conditioning agent, controversial in nature due to its ability to cause skin irritations such as contact dermatitis.
  • Hydrolyzed Keratin: Protein that is responsible for keeping the hair strong and pliable. This is the strongest of the(hair product) proteins and is actually the one that hair is made from. Keratin restructures hair that has been damaged or broken down by chemicals. It helps to replace the amino acid cysteine (the main one lost during chemical processing). When keratin or any protein is hydrolyzed, the molecules have been broken down and are small enough to go beyond the cuticle and penetrate the hair shaft. It will strengthen all 3 layers of the hair.
  • Keratin Amino Acids: Used for conditioning, moisturizing, known to make hair glossy, and give hair more body. It is a strong humectant, and is made from a mixture of amino acids, the most common in this mixture are Glutamic acid, Serine, Proline, Arginine, Threonine, and Aspartic acid.
Availability: It's a 10 products are available at Ulta, Target, Walgreens, and CVS. Yeah. That pretty much covers all the bases.

Affordability: :::wrinkles nose::: ehhh... Well, you already know how I got mine for free (and trust and believe, I've stocked up on about 4 more since). But the 4oz bottle of It's a 10 Miracle Leave-In retails for $20 at most retailers. The 2oz travel size goes for $14. $20 for 4oz of a leave-in conditioner/refresher is definitely outside of the affordable range. But since the bottles in my stash were free, I'm not complaining! But when I run out.....#prayforme.

Product Claim/Description:
It's a 10 Miracle Leave-In Plus Keratin is an excellent nourishing treatment that can be used alone and/or as a restorative styling product to maintain keratin straightening treatments. It works on all hair types to bring out natural luster and manageability while also making hair stronger and healthier by replacing lost protein with every use. It can be used on wet hair for extra shine or dry hair in place of a styling cream
It's a 10 does 10 things instantly:
  1. Maintenance of keratin straightening treatments
  2. Increases styling and manageability
  3. Perfect for all hair types
  4. Replaces lost protein
  5. Protects the natural keratin in hair
  6. Protects against heat
  7. Restores hydration balance
  8. Detangles, defrizzes & adds shine
  9. Strengthens hair structure
  10. Seals cuticles for extra silky hair
Performance/Delivery: Just for fun, let's examine the truth in the 10 claims on the bottle:
  1. Not applicable, but I did not notice any adverse "straightening" effects.
  2. Wasn't really checking for manageability, but it did make my hair soft and restored body.
  3. Given that this product isn't particularly marketed for natural hair, but it works phenomenally, I'm inclined to say yes. 
  4. I'm sure it does based upon the ingredients, but I've got no scientific proof.
  5. Again, I'm sure it does based upon the ingredients, but I've got no proof.
  6. Yes, the proteins, aminos, silicones, fatty alcohols, and humectants help prevent heat damage by strengthening, delaying heat transfer, and aiding in moisture retention.
  7. This product is definitely moisturizing, it is water based.
  8. Because of the size of the bottle, I wouldn't recommend detangling with it. But it definitely does help reduce frizz and add shine.
  9. Yes, the protein content does help strengthen hair. Since I've began using it, I'm noticing less wispy ends (from breakage).
  10. I'm leaning toward yes, but without 100% certainty. Without testing the pH, I can't say for certain whether it helps seal the cuticle. It does contain aloe vera, which does seal the cuticle. 
Hmm, based upon the 10 point inspection above, it definitely scores favorably and meets a number of the claims. All things considered, I LOVE THIS STUFF!!!!!!!!  But let's backtrack a bit and cover some of the basics. The It's a 10 Miracle Leave-In Plus Keratin comes in a spray bottle, and spritzes out similar in consistency (although a little thinner) to ApHogee Curlific Leave-In. It's creamy (as opposed to being runny), but not at all heavy. It feels like a considerably lighter version of a good conditioner. Because it spritzes, you don't have to worry about trying to evenly distribute it throughout the hair. One thing I love about this product is how quickly it works. I kid you not, it works instantly. The second I spray my hair, it is soft, shiny, smooth, bouncy, and just everything you'd expect and more.

The leave-in has a light and floral fragrance that doesn't linger and isn't offensive to the senses. It works great as a leave-in to help keep the hair hydrated and strong, but I've really found my home in this stuff as a refresher spray, and to prep my hair at night before pineappling. It instantly invigorates my hair. Within seconds of spraying, my curls are swinging and swaying with amazing body, bounce, hydration and springback action. I can't get enough of it. It almost makes me sad to tie it up for the night, because of how awesome my hair looks and feels afterward. The leave-in definitely leaves me with serious hand-in-hair syndrome. Much like my Camille Rose Naturals Curl Love Moisture Milk, I keep It's a 10 Miracle Leave-In Plus Keratin stashed in my purse, gym bag, or work bag depending on where I'm going. Yes, it's that real.

I love the It's a 10 Miracle Leave-In Plus Keratin so much, I've decided to re-write the 10 claims, #naturalhair style:
  1. Perfect for all textures and hair types
  2. Instantly softens and smooths hair
  3. Lightweight hydration without buildup
  4. Adds body and shine
  5. Replaces lost protein and protects keratin
  6. Helps prevent breakage
  7. Protects against heat damage
  8. Provides perfect moisture/protein balance
  9. Excellent for refreshing wash and go styles
  10. Helps keep cuticles sealed*
Okay, so my 10 aren't vastly different, but I did make some key changes that are relevant and vital to naturalistas.

Drawbacks: To be honest, I can't think of a single drawback with the product itself. It works great, surpassed my every expectation, and has become a must-have product for me. My only major qualm is with the full retail price. I'm willing to pay slightly obscene prices for two things: curl definers and deep conditioners. I can't see myself paying $20 for what amounts to a leave-in conditioner and refresher spray. If this product were even $9.99  for 4oz, I'd be a customer for life.

Bonuses: Plumpness. Have you ever felt like your tresses were just succulent and ripe with life? That's how my hair feels every time I use this stuff. No matter how dry, dull, and drab my hair looks, It's a 10 Miracle Leave-In pumps instant life into my hair. Every. Single. Time. Another added bonus, even though it contains lots of protein, it doesn't leave the hair feeling stiff or straw-like. Hair is super soft to the touch, leading me to believe that it helps strike the perfect protein/moisture balance in hair.

Bottom Line: I mean, it made the Must-Haves for 2014 list. Is there anything I can really say -- other than pray for me after I run out of these Ulta free bottles?

Best Practices: Although it can be used as a leave-in, I prefer to use the product as a refresher and moisturizing product after my wash and go is already dry. If I'm experiencing the crunchies, It's a 10 makes them all go away.

Overall Product Rating: 4.5. I had to deduct for the price, unfortunately. But the product is absolutely worth more than 5 stars! If it were priced right, it would have a perfect score!


  1. Thanks for this great (as always) review!! This product was part of another Ulta promotion over the summer and I almost bought it. Most likely would have if I'd seen your review. Now I'll keep my eyes open for future sales/promos on this one! Thanks again Christina!

  2. Thank you!!!! And absolutely no problem :) I think I have some $5-off coupons, if I find them I will let you know and send you some!

  3. Thank you for such a generous thought, you're one of a kind! xo

  4. I found one of the coupons! Shoot me an e-mail with your addy and I'll mail it to you!


  5. I enjoyed over read your blog post. Your blog have nice information, I got good ideas from this amazing blog. I am always searching like this type blog post.
    French Open 2017 Live

  6. Given the price I was hesitant to order but went out on a limb with this after reading the other reviews. I was really happy that I did because this works wonderfully.It's a 10 Haircare Miracle Leave was more expensive than I would have liked but after using it, I would definitely order it again. My sister-in-law will be getting a bottle for her birthday as part of her present for sure this year.

  7. Just purchased my first bottle of It's a 10 Miracle Leave-In, however I didn't get the one with Keratin. I read both labels and thought that the regular one (with the purple nozzle) would be best for my wash-n-go between wash days. Plus I saw a woman, with hair like mines, buying one with the purple nozzle in CVS. I only got the 2 oz bottle (I paid $7 for it, had a 40% coupon), because this is my first time trying and I didn't exactly know what it would do. It's hard to find reviews on it, because I never see many natural hair reviews about this product. I wonder if that's because of it's price, and not so much because of the performance. Anyway, so far so good. My hair feels softer, and I can feel, and see the added moisture. If you've tried the purple one, can you let me know if I should try the other. Or maybe I will, just to see. But these things are too expensive to be experimenting too much.