About us
Our Founder
Before Kitsch became a global beauty favorite, it was just Cassandra and a big idea. Meet our founder and get a glimpse into her world and discover the Kitsch products she can’t live without.
Cassandra Thurswell
Founder & CEO
Cassandra launched Kitsch in 2010 with a clear mission: create high-quality beauty essentials that are practical, elevated, and accessible to all. With no outside funding, she built the brand from the ground up—driven by instinct, creativity, and a deep understanding of what modern beauty consumers actually want.
From hair ties to heatless curls, Cassandra’s product ideas are rooted in solving real-life beauty challenges. She’s not afraid to go against the grain, reinventing everyday routines through innovation, sustainability, and a strong sense of style.
As a founder, she remains deeply involved in every part of the brand—from product development to customer experience—ensuring Kitsch always stays true to its vision: thoughtful products that make you feel good, look good, and do good.
Our Story
Kitsch started in 2010 with a simple idea: everyday beauty should be anything but ordinary. What began as a small collection of hair accessories has since grown into a global brand trusted by millions.
We’re here to make your routine better—smarter, easier, more sustainable. From heatless styling tools to solid shampoo bars, every Kitsch product is designed to solve real problems with style and intention. No fluff. No overhype. Just products that actually work (and look great doing it).
As a self-funded, female-owned company, we’ve grown through grit, innovation, and a genuine connection with our community. And we’re just getting started.
We began with basics. The things we reach for again and again, to fix our hair, to push it up, to get it out of the way, and get on with the day. That was 2010, when we wrote a business plan no longer than a paragraph.
Since then, Kitsch has grown, but we’ve stuck to the practice of consistently creating beauty solutions that are elevated in quality and sustainability, supporting our community even as the world continues to change around us.
That’s how we went from selling hair ties door-to-door, to selling a full range of beauty favorites in over 20,000 retail locations in 27 countries around the world.
Female founded and owned, Kitsch is a beauty powerhouse built on positivity and pure hard work. The idea that if you just keep at it, and believe in yourself, you will succeed. From morning till night, life will throw things at us—some good, some difficult.
We just want our community to know that whatever happens, they’ll be ready. With easy, fun beauty solutions that are totally reliable and practical, but also truly special, and made as sustainably as possible.
It’s these moments we think of any time we create something new. We imagine people with all hair types, budgets and points of view, navigating and negotiating the twists and turns of their lives. Our goal is to create a support system that gives you a boost any time you need it, allowing you to treat yourself well and do your best every day–whatever that looks like!