health
February 10, 2026
How Kitsch founder Cassandra Morales Thurswell got women to switch to bar shampoo
Cassandra Morales Thurswell founded Kitsch at 25 to make better hair bands, but the product line keeps growing, with bar shampoo a big breakthrough for women.
TL;DR
- Kitsch founder Cassandra Morales Thurswell focused on product results (softness, manageability, curl definition) to drive adoption of shampoo bars.
- The brand marketed shampoo bars as an upgrade rather than a compromise, leveraging Kitsch's decade-long success in hair accessories to build consumer trust.
- Thurswell emphasized that while sustainability (eliminating plastic) is a benefit, results are crucial for long-term customer adoption.
- Kitsch prioritizes customer feedback, a strategy that has been fundamental to the brand's growth since its inception.
- The company maintains tight control over manufacturing and fulfillment, providing valuable insights into product and packaging issues.
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