Kitsch, a brand that began its journey focused on accessories, is making a bold transition into the world of hair care with the introduction of its first line of liquid shampoos and conditioners. This marks a significant change for the company, which previously specialized in solid shampoo and conditioner bars. Founder Cassandra Thurswell shared that the idea for liquid formulations has been brewing for quite some time. After observing the success of their bar products, Kitsch started experimenting with liquid options as early as 2021. Their intuition about evolving in this direction turned into a tangible product launch, reflecting a natural progression rather than a hurried decision.
Kitsch’s new hair care line launches at popular retailers such as Target, Ulta Beauty, Amazon, and their own website, kitsch.com. The collection features 12 different formulas across six distinct ranges, including Rice Water Protein and Rosemary & Biotin. Each product is priced at $14 and promises salon-quality performance tailored to various hair types. Thurswell opted for an unconventional manufacturing process by independently sourcing ingredients and packaging, which allows the brand to maintain strict quality control while managing production costs.
In addition to effectiveness and aesthetic appeal, environmental consideration is a major aspect of this launch. The shampoos boast a high percentage of bio-based materials—between 84% and 88%—while the conditioners range from 94% to 96%. Kitsch has designed its packaging for efficiency: the sleek, stackable bottles are created from post-consumer recycled materials. This is particularly notable, as it addresses both the utilization of space in consumers’ showers and aims to minimize carbon emissions during shipping. This careful attention to sustainability shows Kitsch’s commitment not just to quality hair care, but also to responsible environmental practices.
During the development phase, customer feedback played a crucial role in shaping the final products. Each new launch involves surveying over 100 individuals, starting with family and friends, before expanding to Kitsch’s social media community and external panels. The company diligently refines each formula until they achieve an average rating of 4.5 stars, often necessitating multiple rounds of testing focused on key factors like lather and fragrance strength. This dedication to consumer input demonstrates Kitsch’s commitment to delivering products that resonate with their audience.
The timing of this launch is auspicious, as Kitsch is experiencing strong growth. Industry sources project that the brand’s new shampoo and conditioner line could generate approximately $100 million in sales within its first year. Concurrently, Kitsch has reported a remarkable 50% year-over-year growth rate anticipated for the following year. As of July 2024, estimates placed Kitsch’s total valuation at over $360 million, with sales increasing by an impressive 84% year-on-year.
Looking to the future, Thurswell remains focused on maintaining independence while scaling the company. Despite frequent inquiries about potential acquisition offers, she emphasizes a proactive mindset: questioning what she is seeking to buy rather than when she plans to sell. This vision reflects her deep commitment to Kitsch’s brand integrity and the values that have driven its success. As the brand transitions into this new chapter, it seeks to embrace its identity as a modern hair care company while staying true to its origins.