Inc. Names Cassandra Morales Thurswell, Founder & CEO of Kitsch, to Its 2025 Female Founders 500 List

LOS ANGELES, March 11, 2025 /PRNewswire/ -- Inc, a leading media brand for entrepreneurs and business leaders shaping our future, today announced Cassandra Morales Thurswell as a 2025 Inc. Female Founder. Honoring a bold group of women, the Female Founders list recognizes executives whose innovations and ideas are leading their industries forward.

"I am incredibly honored to be named one of Inc.'s Female Founders, alongside such an inspiring group of women redefining industries," said Thurswell. "In the ideal world, we will inspire other women to jump at the chance to make a difference and embrace the minor stones that lead to unimaginable milestones. If we layer our passions with serious innovation, intuition and hard work, if we listen to our community and look at things with a healthy holistic eye, we can change the world together. This recognition reinforces our mission to continue to push the industry forward with sustainability, attainability and accessibility."

Cassandra started Kitsch at the age of 25 selling handmade hair ties door-to-door. She bootstrapped it without any outside investment into a global beauty powerhouse sold in 27,000+ stores worldwide offering a comprehensive suite of products for every moment of the day. Under her leadership, Kitsch disrupted the haircare industry with solid formulations, for instance, selling one bar every five seconds and capturing 80.5% of a previously non-existent category.

Her advocacy for sustainable alternatives, new standards for product integrity and commitment to responsible entrepreneurship marked Cassandra a leader at the forefront of the beauty industry. By capturing consumer trust, she shifted behaviors from bottles to bars, curling irons to heatless curlers, and cotton to satin pillowcases. Cassandra is a rare mix of visionary and doer, a listener with an unerring eye towards the future.

Each year, Inc. editors review thousands of applications highlighting female founders who are challenging the status quo and tackling some of the world's biggest problems, looking specifically at an entrepreneur's bona fides in the past year. Criteria include quantifiable metrics such as revenue, sales, growth, funding, and audience size. Inc. also looks for qualitative metrics including social media momentum and stories of impact.

"Female founders know what struggle is, but they're also experts of improvisation, adaptability, and creativity. The women featured on this year's list exemplify these qualities. Through times of uncertainty, their unwavering dedication and steadfast leadership are not only inspiring but vital to driving progress," said Inc. executive editor Diana Ransom.

ABOUT INC.
Inc. is the leading media brand and playbook for the entrepreneurs and business leaders shaping our future. Through its journalism, Inc. aims to inform, educate, and elevate the profile of its community: the risk-takers, the innovators, and the ultra-driven go-getters who are creating the future of business. Inc. is published by Mansueto Ventures LLC, along with fellow leading business publication Fast Company. For more information, visit www.inc.com.

ABOUT KITSCH
Founded by Cassandra Morales Thurswell at the age of 25, Kitsch is a global beauty powerhouse built on intuition, positivity and pure hard work. The brand supports its growing 5M+ community with easy, elevated and healthy hair care solutions that are totally reliable, truly special, and made as sustainably as possible. It offers a comprehensive suite of beauty favorites in over 27,000 stores worldwide including Ulta, Target, Nordstrom, CVS, Whole Foods, Selfridges, Sephora Asia, Mecca and more. Celebrated for its leadership and innovation, Kitsch has earned numerous industry awards and appeared in top media outlets. Kitsch is a splurge and a steal, eye-catching and accessible, conscientiously connecting with consumers as their revolutionary ally, future-proofing beauty with vision. For more information visit mykitsch.com.

Media Contact:
Anne Breza
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SOURCE Kitsch