In a marketplace brimming with options, Kitsch has carved out a niche by focusing on a principle that founder and CEO Cassandra Morales Thurswell refers to as “incrementality.” During her talk at the Beauty CEO Summit, she shared the journey of building her brand, which began with a simple idea: creating fun and stylish hair ties. By emphasizing continual, small improvements to her products, Thurswell successfully made Kitsch a household name in the beauty sector.
Thurswell’s creative journey began in her childhood, where she helped design retainers in her stepfather’s orthodontic practice. This experience taught her how to infuse excitement into otherwise mundane items, like adding pink glitter to make retainers more appealing. “Taking something not so exciting and making it special was my first taste of transforming utility into delight,” she said. This foundation in adding thoughtful touches laid the groundwork for her future endeavors in creating desirable everyday items.
Her path led her to diverse roles, from managing a cupcake shop to designing jewelry for brands such as Anthropologie and Nordstrom. Each experience reinforced the idea that presentation and customer feedback could elevate a product’s appeal. “I discovered my superpower was listening to customers,” she reflected. Understanding their desires, even when they differed from her own, was vital in creating products that resonate with the market. With $30,000 in savings, this invaluable insight allowed her to launch Kitsch with optimistic vision at the age of 25.
Starting with hair ties, Thurswell aimed to create a product that stood out in quality and design. “Anyone could make a hair tie, but we made it incrementally better, ensuring it was a predictable choice for retailers,” she explained. This approach appealed to retailers, which were eager to stock a product that easily added value to customers’ purchases, and soon Kitsch gained traction. As demand grew, customers began to inquire about other offerings, inspiring Thurswell to broaden the brand’s range.
Kitsch expanded into complementary products, successfully transitioning from hair accessories to versatile items that catered to all hair care needs. This evolution culminated in the launch of solid shampoo and conditioner formats, emphasizing sustainability and uniqueness. A recent addition, their hair perfume, has gained significant popularity, showcasing the brand’s ability to innovate while staying true to its foundational principles. “We’ve kept the same shopping patterns, where customers are eager to explore and add complementary products,” she noted.
In her closing remarks, Thurswell shared essential takeaways from her journey. Listening to customers intently, providing accessible products across diverse channels, and focusing on incrementality are not just business strategies but guiding philosophies. By consistently enhancing their offerings, Kitsch has not only thrived but has also fostered a loyal customer base, making it an exemplary model in the saturated beauty market.