One heatless curler sells every 15 seconds. Five satin pillowcases move every minute. Twelve hair accessories find new homes every 60 seconds. These staggering numbers belong to Kitsch, the Los Angeles hair care brand that transformed from homemade hair ties into a $360 million empire. The brand now appears in every Hamptons blow-dry bar, Southampton salon, and Amagansett boutique, proving that premium hair care extends far beyond shampoo and conditioner.

Founder and CEO Cassandra Morales Thurswell started the company in 2010 at age 25, hand-making hair ties in her Los Angeles apartment and selling them door-to-door. That scrappy origin story belies the sophisticated global operation Kitsch has become. With 84 percent year-over-year growth, distribution in 27,000 retail locations across 95 countries, and recognition as Target’s number one innovation launch of 2024, the brand has earned its place in the prestige hair care conversation.

From Wisconsin Roots to Global Reach

Thurswell grew up in a town of 2,000 people in Wisconsin, raised by a hairdresser single mother. This Midwestern background gave her intimate understanding of what everyday consumers actually need and can afford. An internship at Christian Dior brought her to New York City while still in college, studying retail and merchandising at the University of Minnesota. After graduation, she moved to Los Angeles with little more than family connections and determination.

She worked multiple jobs, from managing a cupcake shop to private-label jewelry manufacturing, while continuing studies in product development at the Fashion Institute of Design and Merchandising. The jewelry manufacturing experience proved particularly valuable, teaching her supply chain management, quality control, and factory sourcing. These operational skills enabled Kitsch’s remarkably efficient scaling.

The brand remained self-financed throughout its growth. No venture capital infusion. No outside investors dictating strategy. Thurswell maintained profitability from day one, a rarity in direct-to-consumer brands that typically burn cash pursuing growth. Her approach prioritized sustainable expansion over explosive but unprofitable scaling. The philosophy paid dividends as competitors imploded while Kitsch continued building.

The Product Revolution

Kitsch’s innovation wasn’t inventing new hair accessories. It was making existing products incrementally better while maintaining accessible price points. The flat elastic hair tie that launched the brand caused less damage than rubber bands while looking more polished than scrunchies. Customers noticed the difference immediately. Word spread. Demand grew.

The product line expanded based on customer feedback. Satin pillowcases emerged when customers asked what else could protect their hair. Shower caps followed. Heatless curlers became a TikTok phenomenon. Each addition addressed a gap in the market for elevated everyday items. Thurswell’s insight was recognizing that hair care happens all day, not just in the shower.

Today Kitsch offers 320 SKUs covering every aspect of hair care. Solid shampoo and conditioner bars eliminate plastic bottles while delivering salon-quality results. Hair perfumes launched as one of the brand’s most successful releases, with new customers checking out with average baskets of three products. The catalog spans accessories, styling tools, treatments, and consumables, all unified by accessible pricing and elevated design.

The Satin Pillowcase Phenomenon

Satin pillowcases became Kitsch’s breakout hero product. The science is straightforward. Cotton creates friction that causes frizz, breakage, and sleep creases. Satin allows hair to glide, reducing morning tangles and preserving blowouts overnight. For Hamptons residents investing in professional styling, satin pillowcases extend that investment across multiple days.

The pillowcases earned OEKO-TEX certification, confirming the satin is safe, sustainable, and environmentally friendly. Invisible zippers maintain sleek aesthetics. Multiple color options coordinate with bedroom decor. At approximately $40 for a two-pack, the price point encourages outfitting multiple bedrooms including guest rooms and children’s spaces.

Satin sleep scrunchies extend the protection philosophy. The pillow scrunchies measure seven inches in diameter, creating oversized, plush alternatives to damaging elastics. These accessories keep hair secure overnight without crimping, pulling, or creating creases. Morning hair looks intentionally undone rather than accidentally destroyed. The five-packs sell particularly well as gifts.

The Retail Domination Strategy

Kitsch’s retail journey illustrates patient strategic expansion. The brand sold on Amazon first, building reviews and demand data. Direct-to-consumer followed, establishing customer relationships and brand story. Ulta Beauty came next in 2016, putting Kitsch on the beauty retail map. The specialty retailer allowed freedom to tell the brand story while accessing prestige beauty shoppers.

Target’s full-door rollout in July 2024 marked a watershed moment. The mass retailer called Kitsch their top innovation launch of the year. The brand now appears in all Target locations alongside premium beauty offerings. CVS, Whole Foods, and Walgreens expanded accessibility further. Each retailer receives custom product assortments tailored to their specific customer demographics.

International expansion accelerated to 95 countries from 25 in just one year. Key partnerships include Selfridges and Boots in the United Kingdom, Shoppers Drug Mart in Canada, Sephora in Asia, and Mecca in Australia. Entertainment collaborations with Barbie, Harry Potter, Wednesday, and Stranger Things drove brand awareness while introducing Kitsch to new audiences through shared interests.

The Sustainability Commitment

More than 40 percent of Kitsch products were sustainably sourced as of the brand’s 2023 sustainability report. The commitment extends beyond materials to packaging. Biodegradable packaging reduces environmental impact. Solid shampoo and conditioner bars eliminate two plastic bottles for every bar sold. The brand sells one bar every five seconds, representing significant plastic reduction.

Thurswell captured 80.5 percent of a category that previously didn’t exist: solid hair care formulations sold at mass retail. By shifting consumer behavior from bottles to bars and curling irons to heatless curlers, Kitsch drives environmental impact through product substitution rather than just improved manufacturing. The approach resonates with increasingly conscious consumers.

Kitsch maintains certification as both woman-owned and minority-owned. Women comprise 78 percent of the employee base. As a Colombian American founder, Thurswell prioritizes diversity and community engagement through partnerships and hiring practices. These values align with Hamptons consumers who increasingly factor brand ethics into purchasing decisions.

The Technology Approach

Rice water shampoo and conditioner emerged from the brand’s willingness to incorporate trending ingredients with genuine efficacy. The formulas leverage fermented rice water benefits that have supported Asian hair care traditions for centuries. Modern formulation makes these benefits accessible in convenient solid formats.

The shower filter collaboration addresses water quality impacts on hair and skin. Hard water and chlorine damage hair over time, diminishing color treatments and causing dryness. Kitsch shower filters remove these elements, extending salon treatment longevity and improving overall hair health. The accessory category expansion demonstrates the brand’s commitment to comprehensive hair care solutions.

Heatless curler technology represents Kitsch’s most viral product. The rod-based system creates salon-quality curls overnight without heat damage. TikTok users documented their results, generating millions of organic impressions. The product category didn’t exist at mass retail before Kitsch made it accessible. Now competitors scramble to replicate the success.

The Hamptons Hair Care Equation

East End living presents unique hair challenges. Salt air, chlorine pools, and humidity conspire against styled hair. The investment in professional blowouts deserves protection that extends enjoyment across multiple days. Kitsch’s satin pillowcases, sleep scrunchies, and protective accessories address exactly this need.

Blow-dry bars across Southampton and East Hampton stock Kitsch products alongside professional treatments. The accessories complement salon services rather than replacing them. Professionals recommend satin pillowcases to extend styling investments. Heatless curlers maintain wave patterns between appointments. The brand occupies the space between professional services and daily maintenance.

For those building Hamptons guest room essentials, Kitsch offers gift-ready options that elevate the experience without excessive cost. Satin pillowcase sets, discovery kits with multiple products, and curated bundles make thoughtful additions to guest accommodations. The packaging photographs well for social media while delivering genuine functionality.

Find Kitsch products at mykitsch.com, Target, Ulta Beauty, and select Hamptons retailers. Discovery sets offer ideal introduction to the product range for those new to the brand.

For more beauty and lifestyle coverage, visit Social Life Magazine. Contact our team about brand features and partnerships.

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