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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.

The Science of Scalp Health and Product Synergy.

Understanding the Foundation

The journey to vibrant hair begins not at the ends, but at the foundation: the scalp. High-quality hair care products are designed to do more than just cleanse; they are formulated to maintain a delicate ecosystem. The scalp is a unique extension of our skin, characterized by a higher density of hair follicles and a prolific network of sebaceous glands. When selecting hair care items, one must consider how these formulas interact with the scalp’s natural pH balance.

The Role of Surfactants and Gentle Cleansing

Modern formulations have moved away from harsh detergents toward sophisticated surfactants. These agents are responsible for lifting debris and excess oils without stripping the protective lipid barrier. A well-constructed cleansing product ensures that the hair remains hydrated while the scalp stays refreshed. The evolution of these products reflects a growing understanding that over-cleansing can trigger a compensatory overproduction of oils, leading to a cycle of imbalance.

Deep Conditioning and Structural Integrity

Beyond the surface, the structural integrity of the hair shaft relies on moisture retention and protein alignment. Conditioners and masks function as sealing agents. They smooth the cuticle—the outermost layer of the hair—which prevents tangling and enhances natural luster. By utilizing fatty alcohols and specialized emollients, these products mimic the hair’s natural oils, providing a protective shield against environmental stressors such as dry air or friction from textiles.

Long-term Maintenance Strategies

Consistency is the most vital component of any hair care routine. Transitioning between different types of nourishing treatments allows the hair to receive a broad spectrum of nutrients. For instance, alternating between a moisture-heavy cream and a protein-rich treatment can prevent the hair from becoming overly soft or, conversely, too brittle. This balanced approach ensures that the hair remains resilient against daily wear and tear.