Cassandra Morales Thurswell

Founder Kitsch

Cassandra Morales Thurswell founded Kitsch at 25, selling handcrafted hair ties door-to-door and bootstrapping the business without outside investment or revolving credit lines. What began as a grassroots hustle has grown into a global beauty powerhouse offering a comprehensive suite of thoughtfully designed products for every moment of the day from shower to sleep.

A pioneer in modern hair care, Cassandra’s advocacy for product innovation, sustainable alternatives, and responsible entrepreneurship marked her a leader in the industry. She is widely credited with reviving a tired category and reframing hair care as more than a routine—transforming it into a holistic, healthy lifestyle that blends performance, design, and accessibility. Today, Kitsch is available in more than 32,000 stores worldwide, including Target, Ulta, Nordstrom, CVS, Whole Foods, Selfridges, Sephora Asia, Mecca, and a global network of specialty retailers, hotels, spas, and salons.

Under her leadership, Kitsch has been named one of Fast Company’s Most Innovative Companies and recognized on Inc.’s Best in Business and the Inc. 5000. Cassandra is the recipient of Ernst & Young’s (EY) National Entrepreneur of the Year, Glossy’s Beauty Founder of the Year, and has been named to the Inc. Female Founders List and CNBC Changemakers List and continues to be featured in Forbes, Fortune, The Today Show, WWD and other top media outlets.

A rare mix of visionary and operator, Cassandra leads with intuition and intention, discipline and purpose—setting a new standard for what modern beauty can look like at scale.