Female founded and owned, Kitsch is a beauty powerhouse built on positivity and pure hard work. 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. She began with basics, the things we reach for again and again, to fix our hair, to zhush it up, to get it out of the way, and get on with the day. That was in 2010. Since then, Kitsch has grown, but has always 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. Cassandra was right and still manages to strike the sweet spot between mindfulness and manufacturing!