Collection: Kitsch Viral on TikTok

Before Kitsch, daily hair accessories were treated as disposable commodities—hair ties that snapped, harsh plastic clips that snagged, and liquid shampoos packaged in endless single-use plastic. Founder Cassandra Morales Thurswell set out to dismantle that low-effort standard. Launching the brand from her Los Angeles apartment in 2010 by hand-crafting crease-free hair ties, Thurswell saw an opportunity to bring beauty, tactile joy, and intention to the "shower-to-sleep" routine. Today, Kitsch stands as a female-founded, bootstrapped titan and proof that functional objects can feel like small indulgences.

FRICTIONLESS BEAUTY

The core ethos of Kitsch is simple: eliminate friction, both literally and figuratively. From protecting fragile wet strands during your shower to safeguarding your hair pattern while you sleep, every piece is designed to protect hair integrity without adding complex steps to your morning or night.

Instead of asking you to spend hours heat-styling, Kitsch champions passive care, letting gentle, heatless curlers and plush satin fabrics work overnight so you wake up to effortless results. It’s a mindful, accessible approach to luxury that fits seamlessly into real life.

THE SUSTAINABLE STANDARD

Kitsch approaches sustainability through the lens of longevity. Beyond their plastic-saving solid bottle-free bars, their textiles—from shower caps to sleep masks—are designed to replace disposable alternatives with durable, machine-washable staples housed in minimalist, recyclable packaging.