How This Entrepreneur Transformed Her Savings into a Worldwide Beauty Empire

      Welcome to Second Life, a podcast featuring inspiring women who have made significant career shifts and confidently embraced change. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode connects you with women who are transformative figures in their industries. Subscribe to Second Life on Apple Podcasts, Spotify, or wherever you listen to podcasts to stay updated.

      If you closely follow beauty trends and are passionate about new haircare products, Kitsch has likely caught your attention. What began as a single handmade hair tie has evolved into one of the most creative brands in the industry. Under the guidance of founder and CEO Cassandra Morales Thurswell, Kitsch now encompasses haircare, skincare, and showercare, becoming the largest self-funded, female-led beauty brand globally.

      Thurswell's journey to Kitsch was far from straightforward. As a teenager, she collaborated with her mother to open a restaurant and boutique—an early indication of the entrepreneurial spirit that would characterize her career. Following that, she spent a decade exploring various ventures: a jewelry business that led her to Los Angeles, managing a clothing store and a cupcake shop, running a spray tanning company, a scarf line, and designing jewelry for Forever 21 and Urban Outfitters. Each experience provided her with vital insights into product development, retail, and consumer desires.

      At just 25, with $30,000 in savings and a keen observation of a market gap, she established Kitsch based on a straightforward idea: to offer beautiful, practical hair accessories at affordable prices. The brand quickly gained traction, securing placement at Ulta and expanding from accessories to a comprehensive range of haircare and beauty products. In 2024, Kitsch made its biggest move yet by launching at Target. Remarkably, all growth has been self-financed—without outside investors or venture capital—underscoring the impressive scale of what Thurswell has created.

      Tune into the latest episode of Second Life to discover how Thurswell continues to reshape the beauty industry while staying true to her brand's core values. Keep scrolling to shop Kitsch's top-selling products.

      KITSCH

      Rosemary & Biotin Volumizing Shampoo & Conditioner Combo

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      Smoothing Air Dry Cream

      KITSCH

      Kojic Acid Face & Body Cleansing Pads

      KITCH

      Rosewood Jumbo Satin Flexi Rods

      Next: Meet the Founder Revolutionizing Menstrual Hygiene

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