Cassandra Morales Thurswell founded Kitsch at the age of 25 selling handcrafted hair ties door-to-door. She bootstrapped it without any outside investment or revolving credit lines into a global beauty powerhouse offering a comprehensive suite of products for every moment of the day from shower to sleep. 
 
Leading a seismic shift from traditional shampoo bottles to solid bars, Ms. Thurswell’s advocacy for sustainable alternatives and responsible entrepreneurship marked her a pioneer in the industry. She is also credited with reviving a tired category and redefining hair care from just a routine into a 360° holistic and healthy lifestyle. Today, she continues to bring sustainability, attainability, and accessibility to the hair care space in over 27,000 stores worldwide, including Target, Ulta, Nordstrom, CVS, Whole Foods, Selfridges, Sephora Asia, Mecca, and more. 
 
In 2024 Kitsch was named one of Fast Company’s Most Innovative Companies and listed on Inc.’s Best in Business. Ms. Thurswell won EY National Entrepreneur of the Year in addition to her regional recognition and continues to be featured in Forbes, Inc., WWD, and other top media outlets. She is a rare mix of visionary and doer, who leads her company and the industry with intuition, hard work, passion, and purpose.