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WE’VE ALWAYS BEEN OBSESSED WITH OUR CUSTOMERS & WE THINK
The Feeling Is Mutual
Our Story
Founded by Wisconsin native Cassandra Thurswell at the age of 25, Kitsch is a global beauty powerhouse built on positivity and pure hard work. The brand supports its growing community with easy, elevated beauty solutions that are totally reliable, truly special, and made as sustainably as possible. Beginning in 2010 with a business plan no longer than a paragraph, Kitsch now supplies a full range of beauty favorites in over 20,000 retail locations worldwide. A prominent entrepreneur featured in Forbes and Inc., Cassandra continues to create elevated, sustainable beauty solutions for every moment of the day.
Environmental Protection and Hair Longevity
We live in an environment that is constantly attacking the integrity of our hair. From ultraviolet rays to hard water minerals and urban pollutants, our hair needs a defensive shield. The modern cleansing routine is no longer just about hygiene; it is about preservation.
Hard Water Challenges
In many regions, the water coming out of the shower contains high levels of calcium and magnesium. These minerals can create a film on the hair, making it feel stiff and look straw-like. Special “chelating” cleansing agents are designed to bond with these minerals and lift them away, restoring the hair’s natural softness. Without these specific ingredients, standard soaps often fail to fully clean the hair in hard water conditions.
Pollutant Removal
Urban environments are filled with microscopic soot and dust that can settle on the hair and scalp. These particles can cause oxidative stress, which ages the hair prematurely. A deep-cleansing routine once a week is vital for city dwellers to ensure these particles are removed before they cause long-term damage to the hair’s protein structure.
Color Preservation
For those who choose to alter their hair color, cleansing becomes a high-stakes game. Water itself is the primary cause of color fading, as it swells the hair and allows pigment to escape. Cleansers designed for color-treated hair use specific polymers to “lock” the cuticle and utilize gentler surfactants that do not aggressively target the artificial pigment molecules.