It started with the basics. The pieces we grab for over and over, to tame our hair, to pin it up, to keep it out of our eyes, and get on with the day. That was 2010, back when our entire business plan fit into a single paragraph.
Since then, Kitsch has grown, but we've held on to the same habit of steadily creating beauty solutions raised up by quality and sustainability, standing behind our community even as the world keeps shifting around us.
That's how we went from selling hair ties door-to-door to offering a full range of beauty favorites across more than 20,000 retail locations in 27 countries around the world.
Female founded and female owned, Kitsch is a beauty powerhouse built on positivity and plain hard work. The belief that if you simply keep going, and trust yourself, you'll get there. From morning until night, life throws things our way—some wonderful, some hard.
We just want our community to know that whatever comes, they'll be ready for it. With easy, playful beauty solutions that are completely dependable and practical, but also genuinely special, and made as sustainably as we can.
There are certain key moments in the day that we like to call "Kitsch Moments", where there's room for a reset, a transition, a small act of self-care that lifts you a little, and carries you on to the next thing.
These are the moments we have in mind every time we make something new. We picture people with every hair type, budget and point of view, moving through the twists and turns of their own lives. Our aim is to build a support system that lifts you whenever you need it, so you can treat yourself well and do your best each day—however that looks for you!
Founder & CEO
Cassandra Thurswell
Raised in a small Wisconsin town, Cassandra Thurswell moved to Los Angeles with big dreams — though not the kind most people arrive chasing. What she really wanted was to build something that would genuinely matter to people. Her idea was simple: everyday indulgences that anyone could actually afford.
With nothing but instinct and boxes of hair ties she made by hand, Cassandra launched the brand at 25. The early days were cold calls placed from her L.A. apartment and door-to-door selling, developing products for large retail chains long before she had a label of her own. There was plenty she still had to learn about running a company, but she already held something the established names lacked — a close, personal understanding of what everyday beauty shoppers actually live with. Give those shoppers exactly what they were asking for, in a more elevated and sustainable form, and she figured it would all fall into place. She was right.
Finding her balance between mindfulness and manufacturing, she funded the company herself and grew it steadily across the following decade and more. By staying close to her community and listening to what they wanted, she keeps looking for better versions of the ordinary items people reach for over and over. Today a well-known name in beauty, featured in Forbes and Inc. and stocked at Ulta, Sephora and Whole Foods, Cassandra is still learning every day how to make elevated, sustainable beauty you can turn to at any hour.