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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.
Botanical vs. Synthetic: Decoding Ingredients
The modern consumer is faced with a choice between traditional synthetic formulas and the growing movement of plant-based alternatives. Understanding what goes into the bottle allows for a more informed decision regarding personal health and efficacy.
The Power of Plant Oils
Many modern cleansers have moved toward incorporating botanical extracts like jojoba, argan, and coconut derivatives. These ingredients often mimic the natural sebum produced by our skin, allowing for a more harmonious cleansing experience. They provide “slip,” which reduces breakage during the washing process.
The Role of Proteins
For hair that has been damaged by heat or chemical treatments, cleansers containing hydrolyzed proteins (like silk, wheat, or keratin) can be transformative. These small protein fragments can temporarily fill in the gaps in a damaged hair cuticle, providing increased strength and preventing further snapping.
Preservatives and Stability
Any product containing water requires a preservation system to prevent the growth of bacteria and mold. While there is a trend toward “preservative-free” marketing, a stable product is a safe product. Modern chemistry has developed various ways to keep products shelf-stable using ingredients that are gentle on the skin while being highly effective at maintaining the integrity of the formula.