About Us
Kitsch began with a simple idea: to improve the everyday essentials people rely on for their hair. Back in 2010, the concept was modest—just a short business plan and a focus on practical items people use daily to style, manage, and care for their hair. From those early beginnings, the brand steadily evolved, always staying grounded in its original purpose: to create high-quality, thoughtful beauty solutions that fit seamlessly into real life. Over time, what started as a small venture grew into a globally recognized brand, with products now available in thousands of retail locations across dozens of countries.
At its core, Kitsch represents determination, optimism, and the belief that consistent effort can lead to meaningful success. As a female-founded and independently owned company, it reflects a strong entrepreneurial spirit rooted in hard work and authenticity. The brand recognizes that daily life is full of both challenges and small victories, and it aims to support its community through all of it. By offering products that are dependable, easy to use, and thoughtfully designed, Kitsch seeks to make everyday routines feel a little more special while remaining accessible and environmentally conscious.
A key concept behind the brand is the idea of small, meaningful pauses throughout the day—moments to reset, recharge, and care for oneself. These moments, whether in the morning rush or during a quiet evening routine, are opportunities to feel refreshed and ready for what comes next. Kitsch designs its products with these experiences in mind, ensuring they are suitable for a wide range of people, hair types, lifestyles, and budgets. The goal is to provide tools that not only serve a purpose but also bring a sense of comfort and confidence.
The story of the founder, Cassandra Thurswell, reflects the same spirit that defines the brand. Growing up in a small town in Wisconsin, she had a desire to create something meaningful rather than follow a conventional path. When she moved to Los Angeles, her ambition was not centered on fame or recognition, but on building something that could connect with people in a genuine way. She wanted to offer affordable luxuries—small, enjoyable items that anyone could incorporate into their daily routine.
Starting at the age of 25, Cassandra began making handmade hair ties and selling them directly to customers. She relied on persistence, reaching out to potential buyers and building relationships one step at a time. Before fully establishing her own brand, she gained experience by developing products for larger retail chains. Even without formal business training, she trusted her instincts and focused on understanding what people actually needed and wanted. This close connection to everyday consumers became one of her greatest strengths.
Over the years, she carefully expanded the business, maintaining a balance between thoughtful design and scalable production. Rather than rushing growth, she focused on gradual development, always staying in tune with customer feedback. This approach allowed Kitsch to refine its offerings and consistently improve its products. Sustainability also became an important part of the brand’s mission, guiding decisions about materials and production processes.
Today, Kitsch continues to grow while staying true to its original values. The brand remains committed to creating products that enhance daily routines, support self-care, and remain accessible to a broad audience. Cassandra’s journey from small beginnings to building a recognized beauty company serves as a reminder that meaningful ideas, when combined with persistence and genuine connection, can grow into something impactful.