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.
Cassandra Thurswell on The Power of Micro-Intentions
Gwyneth Paltrow sits down with Cassandra Thurswell, founder and CEO of Kitsch, to explore how seven failed ventures, a few handmade hair ties, and a one-paragraph plan sparked a global beauty empire. Thurswell opens up about bootstrapping realities, creating viral products, and staying grounded in Kitsch’s mission of accessibility, sustainability, and innovation.
Cassandra Thurswell on The Art of Incrementality
Bootstrapped and Booming with Kitsch’s Cassandra Morales Thurswell
On today’s episode, Meghan chats with Cassandra Morales Thurswell, founder of Kitsch, about turning a passion project into one of the largest self-funded, woman-owned beauty brands in the U.S. From handmade hair ties to a global business, they dive into how grit, design, and a scrappy mindset fueled Cassie’s journey.
EY National Entrepreneur of the Year 2025
Behind Her Empire: EP 332
Cassandra Thurswell, founder of KITSCH, shares how she turned a handmade hair tie into a global beauty brand sold in over 27 countries—after seven failed ventures and years of hustling without outside funding. From couch-surfing and cold calls to fulfilling orders in her apartment, Cassandra reveals how trusting her gut and treating every job like a “mini MBA” shaped her 14-year journey to success.
Today Show
Entrepreneur Cassandra Thurswell, the founder and CEO behind the hair care brand Kitsch, opens up about the beginnings of her company and how she’s expanding into getting an entire aisle for her products at Ulta. Jill Martin shares her story.
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.
The Feeling Is Mutual
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