Kitsch

0,000 retail locations across 27 countries, including major retailers like Ulta, Sephora, Target, CVS, Kohl’s, and Whole Foods. Kitsch’s mission is to create ‘Kitsch Moments’—small, meaningful opportunities for self-care and reset throughout the day—through reliable, stylish, and sustainable beauty solutions[1][2][4].

Philosophy

Kitsch believes that everyday beauty should be practical, elevated, and accessible to all. The brand focuses on creating products that solve real problems with style and intention—no fluff, no overhype, just effective solutions that look great. Kitsch emphasizes ‘micro-intentions’ and ‘micro-habits,’ encouraging small acts of self-care that make a big difference. The company is committed to positivity, hard work, and community, aiming to be the customer’s ‘best friend in beauty’ by offering reliable, fun, and sustainable products for all hair types, budgets, and lifestyles[1][4].

Sustainability

Commitment: Kitsch is committed to creating products that are as sustainable as possible, focusing on everyday essentials that reduce waste and promote hair health beyond traditional shampoo and conditioner. The brand emphasizes eco-friendly materials and practices, such as solid shampoo bars and reusable accessories, to minimize environmental impact. Sustainability is woven into the product development process, with the goal of offering beautiful, practical solutions that are good for both people and the planet[1][4].

Founders

Cassandra Thurswell, Background: Cassandra Thurswell grew up in a small town in Wisconsin and moved to Los Angeles over 15 years ago with a vision to create meaningful, accessible beauty products. Before launching Kitsch, she worked various jobs—from a cupcake shop to crafting jewelry—and experienced seven failed business ventures. She started Kitsch by hand-making knotted hair ties in her apartment and selling them door-to-door to salons, bootstrapping the company without outside funding. Her Midwestern roots and hands-on approach gave her unique insights into everyday consumer needs, which became the foundation of the brand’s product philosophy. Thurswell remains deeply involved in all aspects of the business, from product development to customer experience, and has been recognized as Ernst & Young’s 2025 Entrepreneur of the Year for her leadership and resilience[1][3][8].

Background

Kitsch was founded in 2010 by Cassandra Thurswell, who started by hand-making hair ties in her Los Angeles apartment and selling them door-to-door. With no outside funding, she grew the brand through grit, creativity, and a deep understanding of consumer needs. The company’s product range has expanded significantly, but its core remains focused on everyday essentials that are both stylish and functional. Kitsch is celebrated for its viral products, such as the heatless curling set, and for maintaining a strong, authentic connection with its community[1][3][4].

History

Kitsch began with a simple, one-paragraph business plan and a collection of handmade hair accessories. Founder Cassandra Thurswell personally fulfilled early orders from her apartment, using creative tactics to get into retailers without industry connections. The brand’s grassroots growth—fueled by door-to-door sales, cold calls, and a scrappy, bootstrapped mindset—led to rapid expansion. Today, Kitsch is a multi-million dollar global business, recognized for its innovation, sustainability, and commitment to accessibility. The company has never taken outside funding and remains 100% female-owned[1][3][4].