Cassandra Morales Thurswell Honored as a 2025 CNBC Changemaker in Business

Cassandra Morales Thurswell: A Beacon of Change in the Beauty Industry

Cassandra Morales Thurswell, the visionary founder and CEO of Kitsch, has recently been recognized as one of the 2025 CNBC Changemakers, a prestigious accolade honoring women who are actively transforming business landscapes. This recognition is a testament to her indomitable spirit and innovative approach that continues to shake up the beauty industry.

Founded at the age of just 25, Kitsch has burgeoned into a global beauty brand, renowned for its dedication to creating quality hair care solutions that promote a healthier lifestyle. Under Cassandra’s leadership, Kitsch has not only extended its product range but also redefined beauty standards by infusing sustainability into every aspect of its operations—from sourcing ingredients to packaging and distribution.

Cassandra’s journey with Kitsch began with a simple idea: to revolutionize hair care. Empowered by her grit and relentless passion, she bootstrapped the company without external investments. Today, Kitsch is celebrated for offering an impressive suite of beauty products that align with a holistic lifestyle, crafting a narrative that elevates hair care from mundane routines to an enriching experience.

What sets Kitsch apart is its commitment to sustainability. Cassandra has innovatively revised product formulations and embraced eco-friendly packaging to reduce carbon footprints across its supply chain. By shifting from conventional beauty practices to sustainable alternatives—like transitioning from plastic bottles to reusable glass containers—Kitsch stands at the forefront of promoting environmentally-friendly beauty solutions. This effort extends from their intricate product designs to their mindful consumer education, helping customers make informed choices that positively impact the planet.

Cassandra’s renewed vision is not a solitary endeavor, but one rooted in customer experience. By prioritizing customer feedback, Kitsch continually adapts its offerings to meet the evolving needs of consumers. Cassandra expresses gratitude for the recognition as a CNBC Changemaker, remarking, "Kitsch was built on listening to customers and creating healthy, sustainable, elevated, and accessible haircare solutions for everyone's every day. This recognition reinforces our commitment to moving the industry forward with a positive embracing spirit."

Today, Kitsch's products are available in over 27,000 retail locations worldwide, including names like Ulta and Target. From luxurious hair accessories to practical hair care tools, Kitsch products cater to diverse needs and personal styles while maintaining affordability, making the brand a favorite among a burgeoning community of beauty enthusiasts.

As one of the 2025 CNBC Changemakers, Cassandra leads a cohort of extraordinary women pushing boundaries and implementing change in their respective industries. Each Changemaker exemplifies resilience and innovation, carving pathways for future generations of leaders. Cassandra’s recognition solidifies her role not just as a business leader but as a pioneer in sustainable beauty practices.

In a rapidly evolving industry where the demand for responsible business practices is at an all-time high, Cassandra Morales Thurswell’s leadership might very well inspire a movement toward a more thoughtful approach to beauty. Kitsch continues to serve as a shining example of how companies can do good while doing well, as it embarks on further growth and innovation in the years to come. With such commitment, the future looks bright not only for Kitsch but for the beauty industry as a whole, as it embraces sustainability, creativity, and community engagement as vital components of business success.

For more information about Kitsch and to explore its diverse range of beauty products, visit mykitsch.com.