Khloé Kardashian just made It’s a 10 feel basic

It’s a 10 used to be the bottle you only found in a stylist’s secret stash, but Khloé Kardashian just signed on to make sure it’s in every mall in America. The moment a brand trades its cult status for a Kardashian contract is the moment I stop looking for it. It is not a rebrand, it is a surrender to the algorithm. I preferred it when the packaging looked like a mistake because the formula was the only thing that mattered.

Botfamous — Stars, Coded.