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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.
Conscious Rituals – The Shift Toward Sustainable Beauty
In recent years, the conversation around hair care has shifted from pure aesthetics to a more holistic view of environmental impact. How we wash our hair—and the products we use to do it—has a direct ripple effect on the planet. Transitioning to a sustainable hair care routine doesn’t mean sacrificing luxury; it means embracing a more intentional way of living.
Concentrated Formulas and Water Waste
A traditional bottle of liquid cleanser is often composed of up to 80% water. This adds significant weight to shipping and requires larger plastic containers. A growing movement in the industry focuses on “waterless” or highly concentrated formulas. By removing the excess water, these products reduce the carbon footprint associated with transport and often come in more eco-friendly packaging.
The Rise of Solid Cleansers
One of the most significant innovations in the field is the development of solid cleansing bars. Unlike the harsh soaps of the past, these are sophisticated, pH-balanced formulas compressed into a solid form. They eliminate the need for plastic bottles entirely and are incredibly efficient for travel. A single solid bar can often last as long as two or three standard bottles of liquid, making it both an environmental and an economical choice.
Biodegradability and Downstream Impact
Everything we rinse down the drain eventually finds its way back into the water system. Conscious consumers are now looking for biodegradable ingredients that break down naturally without harming aquatic life. This includes avoiding microplastics (often used for exfoliation or texture) and choosing botanical extracts that are harvested through regenerative practices.
Building a Mindful Routine
Sustainability also involves “less is more.” By using high-quality products that truly work, you may find you need to wash your hair less frequently. This preserves your hair’s natural oils, saves water, and extends the life of your products. It is a win-win scenario where your hair looks better, and your environmental footprint is smaller.