- Cassandra Thurswell built Kitsch around practical beauty essentials that are easy to shop, easy to use, and easy to love.
- Founded in Los Angeles, Kitsch reflects the kind of creative, female-led energy that has helped shape California's beauty scene.
- The brand offers everyday hair and self-care products that balance function, affordability, and a playful sense of style.
Kitsch is a Los Angeles-based beauty and lifestyle brand founded by Cassandra Thurswell, and it has become known for making everyday hair care feel a lot more stylish. The company leans into simple, practical products that still carry a polished look, which gives the brand a strong place in California's female-led beauty space.
The brand's lineup includes hair accessories, satin pillowcases, shower caps, brushes, clips, and a growing mix of hair care essentials. Its lineup is clean, polished, and easy to use, which make the line feel both premium and down-to-earth for busy routines.
What helps Kitsch stand out is the way it turns basic self-care items into something a bit more fun and giftable. The brand's bright, modern identity and accessible price points make it appealing to shoppers who want products that are useful, pretty, and made for real life.