Fragrance house

Kitsch

Kitsch was founded in 2010 by Cassandra Thurswell, who started the business at 25 with handmade hair ties sold door-to-door from her Los Angeles apartment. The company is self-funded and female-owned, and Thurswell built it without outside funding. From its initial hair-accessory collection, Kitsch developed into a beauty brand offering heatless styling tools, solid shampoo bars, haircare, skincare, and showercare. Its approach focuses on practical, accessible solutions to everyday beauty problems, alongside an emphasis on style, sustainability, and connection with its customer community. In 2025, Kitsch introduced a hair-perfume collection using odor-eliminating technology designed for hair. The launch included four perfumes, among them Warm Sugar, with its gourmand direction, and Amber Shores, representing a woody-aquatic direction.