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Feb 10
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LONG
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Cassandra Morales Thurswell
Founder & CEO, Kitsch
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The speaker highlights a massive shift in consumer behavior where customers are willing to switch from traditional liquid hair products to solid bars (shampoo/conditioner) to reduce plastic waste. Kitsch has generated over $300 million in sales capitalizing on this trend. Consumers are increasingly seeking "bottle-less" options, but efficacy remains key. By building trust through lower-risk accessories (hair ties, shower caps), a brand can successfully cross-sell customers into higher-margin, recurring consumable products like shampoo bars. The market is rewarding brands that combine high efficacy with sustainability (40% of Kitsch products are eco-friendly). Kitsch's expansion into 27,000 major retail doors (Target, Ulta, Whole Foods) and $300M+ revenue without external funding proves the viability and high demand for this product category. Consumer adoption hurdles remain for those accustomed to liquid products; success depends on the ability to educate the consumer and prove product efficacy matches traditional options. |
CNBC
The founder who turned $30,000 in life saving...
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