Kitsch Launches Liquid Hair Care

PetitePaulina – For years, Kitsch was best known for its silk scrunchies and beauty accessories that quietly blended style with practicality. However, behind the scenes, founder Cassandra Thurswell had been imagining something bigger. The launch of Kitsch’s first liquid shampoos and conditioners signals a defining evolution, transforming the brand into a full-fledged modern hair care company. While the move may look sudden from the outside, Thurswell reveals it has been years in the making. Early experiments with liquid formulas began shortly after the brand introduced its shampoo and conditioner bars. Over time, customer demand, performance testing, and brand intuition aligned. As a result, Kitsch stepped confidently into liquid hair care, not as a trend follower, but as a thoughtful innovator. This transition reflects a broader brand philosophy: beauty should be functional, accessible, and emotionally resonant, even in everyday routines like washing your hair.

A Collection Designed for Real Hair Needs

Rather than launching a single hero product, Kitsch debuted a comprehensive line of 12 formulas across six targeted ranges. Each range speaks to a different hair concern, from strengthening Rice Water Protein to soothing Tea Tree & Mint. This approach highlights the brand’s intention to meet consumers where they are, acknowledging that hair care is never one-size-fits-all. Importantly, the $14 price point positions the products as premium yet attainable, bridging the gap between salon-level performance and mass accessibility. As the line rolls out across Target, Ulta Beauty, Amazon, and Kitsch’s own website, the strategy becomes clear. Kitsch aims to democratize high-quality hair care without sacrificing results. By offering variety, clarity, and purpose in each formula, the brand builds trust while inviting customers into a more personalized hair care journey.

Choosing Control Over Convenience

In an industry often driven by speed and scale, Cassandra Thurswell made a deliberate choice to avoid turnkey manufacturing. Instead, Kitsch independently sourced its formulations, fragrances, and packaging components. This decision allowed the brand to maintain tight control over both quality and costs. While more complex, the process ensured that each product aligned with Kitsch’s standards and values. According to Thurswell, this hands-on approach also made room for creativity and precision, from how the shampoo lathers to how it smells in a steamy shower. The result is a line that feels intentional, not rushed. By prioritizing control over convenience, Kitsch reinforces its credibility as a brand built on care, not shortcuts. That commitment resonates strongly with consumers who increasingly value transparency and craftsmanship.

Sustainability Built Into the Design

Beyond performance, sustainability plays a central role in Kitsch’s liquid hair care debut. Manufactured in the United States, the products emphasize material efficiency without compromising aesthetics. The shampoos contain up to 88 percent bio-based materials, while conditioners reach as high as 96 percent. Meanwhile, the slim, stackable bottles are made with post-recycled materials and designed to ship flat. This thoughtful design reduces wasted space in both showers and shipping boxes. Consequently, carbon emissions during transport are minimized. For Thurswell, sustainability is not a marketing angle but a design principle embedded from the start. By aligning form, function, and environmental responsibility, Kitsch proves that everyday beauty products can be both beautiful and mindful.

Listening First, Launching Second

One of the most defining elements of Kitsch’s product development process is its reliance on real consumer feedback. Before any formula reaches shelves, it undergoes extensive testing with more than 100 participants. The process begins with family and friends, expands into the brand’s active Facebook community, and concludes with third-party panels. Each round focuses on specific details, from fragrance strength to performance on different hair types. Products are refined repeatedly until they reach an internal benchmark equivalent to a 4.5-star review. As Thurswell candidly admits, the process involved “a lot of hair washing.” Still, this iterative method ensures the final products reflect genuine user experience, not assumptions. In an era of fast launches, Kitsch’s patience stands out.

Momentum, Growth, and Independence

The launch arrives at a moment of remarkable momentum for Kitsch. Industry estimates project first-year sales of the liquid hair care line to reach $100 million, following a year in which the brand reportedly grew 50 percent. With a team of 250 and no external funding, Thurswell remains firmly committed to independence. While acquisition rumors circulate regularly, her focus appears elsewhere. Rather than selling, she hints at future expansion driven by curiosity and confidence. This mindset underscores the brand’s evolution, not just in products, but in vision. Kitsch is no longer simply entering a new category. It is redefining what sustainable, consumer-driven beauty can look like at scale.