Cassandra Morales Thurswell of Kitsch Honored in Inc.'s 2025 Female Founders 500 List

Recognition of Leadership in Beauty


Cassandra Morales Thurswell, the founder and CEO of Kitsch, has been named in Inc.'s 2025 Female Founders 500 list, a commendation that celebrates extraordinary women leading in diverse industries. This list honors a select group of female executives who are making remarkable advancements in their fields and pushing boundaries. In her statement, Thurswell expressed immense gratitude for being recognized among such trailblazing women, reinforcing her commitment to inspiring others to pursue their passions.

At just 25, Cassandra started Kitsch by selling handmade hair ties door-to-door. With her unwavering dedication and a vision that blended innovation with a keen sense of community needs, she bypassed traditional fundraising to bootstrap the business. Today, Kitsch is a powerhouse in the beauty industry, available in over 27,000 retail locations worldwide.

A Commitment to Sustainability


Kitsch’s success stems not only from its product quality but also from its sustainable practices. Cassandra advocates for a shift towards more eco-friendly options in beauty care, exemplifying how cutting-edge formulations can align with environmental responsibility. At Kitsch, innovative products like heatless curlers and sustainable satin pillowcases showcase her commitment to changing consumer behavior towards sustainable choices.

The company now sets new standards in haircare, with certain products selling at an astounding rate of one bar every five seconds. This incredible achievement reflects not just the quality of Kitsch's offerings but also Cassandra’s ability to perceptively understand and serve the market. Her visionary approach reshapes how consumers engage with beauty products, moving from traditional items to modern, sustainable solutions.

Impact and Leadership


Cassandra's leadership style is marked by a genuine connection with her community and a focus on holistic well-being. Her story is not just about entrepreneurial success; it is also one of resilience, creativity, and the ability to adapt in the face of challenges. As noted by Inc’s editorial team, female founders often exemplify adaptability and innovation, traits that are crucial in today’s rapidly changing market landscape.

The 2025 Female Founders list reviewed numerous candidates based on a variety of rigorous criteria, including growth metrics and social impact, affirming the significance of Cassandra's contributions to modern entrepreneurship. Observers laud her emphasis on responsible entrepreneurship and the tangible ways she brings her values into practice.

Looking Ahead


With this recognition from Inc., Cassandra Morales Thurswell aims to further her mission, inspiring a new generation of women entrepreneurs to embrace their unique challenges and opportunities. As she eloquently stated, the future lies in empowering others to realize that even small actions can lead to great milestones.

In addition to the accolades, Kitsch continues to expand its product lines with a focus on creating reliable, enjoyable, and sustainable beauty solutions. As she moves forward, Cassandra remains steadfast in her commitment, strategically aligning Kitsch with evolving consumer preferences and broader industry trends.

Cassandra’s journey exemplifies that true leadership goes beyond personal accomplishments to encompass a broader impact on the industry and society. With her focus on sustainability and community connection, she not only leads a brand but also champions a movement toward better practices in the beauty sector.

Topics Consumer Products & Retail)

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