About Us
The story of Kitsch began with a focus on everyday essentials. In 2010, the idea was simple: create reliable hair accessories that people could use daily without a second thought. The original business plan was brief and straightforward, centered on designing practical items that solved common beauty needs. What started with basic hair ties quickly evolved into something much larger. Over time, the company expanded its offerings while remaining dedicated to thoughtful design, improved quality, and responsible production practices. Even as trends shifted and the beauty industry changed, the commitment to creating accessible and dependable solutions stayed the same. From humble beginnings selling products door-to-door, the brand steadily grew into an international presence, now found in thousands of retail stores across more than two dozen countries.
As a company founded and led by a woman, Kitsch has always been shaped by perseverance, optimism, and determination. The philosophy behind the brand reflects the belief that consistent effort and self-confidence can transform small ideas into meaningful achievements. Life brings both challenges and opportunities each day, and the intention has always been to help people feel prepared for whatever comes their way. By offering simple, enjoyable beauty essentials that combine functionality with sustainability, the brand aims to deliver products that feel both practical and special at the same time.
Central to the brand’s identity is the concept of small, restorative pauses throughout the day. These are moments when someone adjusts their hair, refreshes their look, or takes a brief step back to care for themselves before moving on to the next task. Each new product is designed with these everyday rituals in mind. The goal is to serve people of different hair textures, personal styles, and budgets, ensuring that no one feels excluded from having access to well-made beauty tools. By paying attention to the real routines of customers, the company continues to refine and reimagine the basics that people rely on most.
The brand’s broader mission is to act as a source of encouragement and support. Whether someone is starting their morning routine, preparing for a meeting, or unwinding at the end of the day, these small items are meant to provide confidence and ease. The focus is not only on appearance but also on creating products that align with mindful values and responsible sourcing practices. Sustainability remains a guiding principle, influencing materials, packaging decisions, and long-term development strategies.
Behind the growth of the company stands its founder, Cassandra Thurswell. Raised in a small town in Wisconsin, she moved to Los Angeles with the ambition to build something meaningful rather than pursue a conventional path. At the age of twenty-five, armed with creativity and determination, she began crafting hair ties by hand and selling them directly to stores and customers. She personally introduced her products to retailers, made cold calls from her apartment, and learned the fundamentals of entrepreneurship through firsthand experience. Though she lacked formal business training at the outset, she possessed a clear understanding of what everyday consumers were looking for: affordable, thoughtfully designed beauty products that felt elevated yet attainable.
Over the years, Cassandra carefully expanded the company, reinvesting earnings and growing steadily without outside backing. By staying closely connected to her customers and listening to their feedback, she continued to refine the product line and introduce new essentials. Her approach balanced creativity with practical manufacturing, ensuring that innovation did not come at the expense of accessibility. Today, she is recognized as a leading entrepreneur in the beauty industry, with features in respected publications and products available through major retailers. Despite the company’s scale, the original vision remains intact: to create dependable, sustainable beauty solutions that enhance everyday life in small but meaningful ways.