Female founded and owned, Kitsch is a beauty powerhouse built on positivity and pure hard work. The idea is 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. They just want their 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.

A small-town girl from Wisconsin, Cassandra Thurswell had big dreams, but not the kind most have when they move to Los Angeles. She just wanted to create something that would mean something to people. She wanted everyone to be able to access little indulgences at affordable prices.


Armed with intuition and containers of hand-made hair ties, Cassandra started Kitsch at age 25. She began by making cold calls from her L.A. apartment and selling door-to-door, creating products for major chain stores before starting her own brand. Though she had a lot to learn about how to run a successful business, she knew she had something the big names didn’t have—an intimate connection with the lives of everyday beauty consumers. If she could give them just what they wanted, in a leveled-up, sustainable way, she imagined things could really click. Staying constantly in touch with her community and their desires, Cassandra continues to seek out ways to create better versions of the everyday items people reach for again and again.



Cassandra Thurswell, Founder & CEO

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Featured in: Forbes, Ulta, Sephora, and Whole Foods

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