KITSCH, founded in 2010 by Cassandra Thurswell after crafting handmade hair ties in her Los Angeles apartment, has grown into a female-led beauty brand offering reliable, stylish, and sustainable hair, sleep, shower, and skincare essentials sold globally in over 20,000 retail locations across 27 countries. Rooted in the belief of providing “Kitsch Moments” — small self-care boosts throughout the day — the company emphasizes quality, sustainability, and connection with its community while continuing to innovate beauty solutions for everyday life