KITSCH

Indie US beauty brand offering gourmand-leaning hair perfumes built around odor-eliminating technology.

Indie Official Website Also known as: KITSCH

About KITSCH

KITSCH is a Los Angeles based beauty accessories company founded by Cassandra Thurswell, who started the brand out of her apartment around 16 years before the 2025 launch of its fragrance line.

Initially known for hair accessories and everyday beauty tools, KITSCH expanded into scent with the release of its hair perfumes and related fragrance products in 2025, marketed as powered by a patented odor eliminating technology designed to refresh hair between washes while adding a distinct scent profile.[5][6][7] Fragrance compositions such as Warm Sugar, Pistachio Latte, Sheer Violet, and Amber Shores appear consistently across the range as hair perfumes and bundles, giving the line a recognizable set of recurring accords.[2][4][6][10] These products are positioned as lightweight mists rather than traditional fine fragrances, often sold in discovery sets and value bundles for layering and experimentation.[2][3]

According to retail listings and brand communications, the hair perfumes are formulated without synthetic fragrance and instead rely on other aromatic ingredients combined with the odor neutralizing technology.[5][6] The overall direction leans toward approachable, gourmand and soft floral themes that fit everyday casual use and appeal strongly to KITSCH’s existing customer base for hair care and accessories.[3][4][6] As of 2025-2026, databases like Fragrantica list KITSCH as a new fragrance brand with releases starting in 2025 and continuing into 2026, reflecting its recent but quickly expanding presence in the scented hair and body mist segment.[1]

At a Glance

The Brand

Founded 2010
Founder Cassandra Thurswell
Country United States
Category Indie

Scent Personality

Sweetness
High
Freshness
Moderate
Boldness
Mild
Uniqueness
Mild

Worth It?

Price ££
Value
High
Accessibility
Very High

Scent DNA

Gourmand Fruity Sweet Soft Floral

KITSCH fragrances skew strongly toward dessert-like gourmand profiles, with recurring themes of sugar, vanilla, pistachio, and soft fruits.[3][4][6][10] The scents are designed primarily as hair perfumes: lighter in strength, easy to reapply, and built around a patented odor eliminating core rather than complex fine-fragrance structures.[3][5][6] Across the range, names and note lists emphasize fun, comfort, and edible-style accords over challenging or abstract compositions.[2][4][10]

Top Notes

Grapefruit Praline S sweet berry facets A airy florals

Heart Notes

Pistachio Violet L light white florals

Base Notes

Woody Vanilla W warm sugar

Typical Performance

Longevity
Moderate
Projection
Moderate

Positioning

A indie, mid house known for gourmand compositions.

How It Compares

Who It's For

Best For

  • Daily casual wear
  • Scenting hair between washes
  • Younger or gourmand-leaning audiences
  • Layering with body sprays or perfumes
  • Gift sets and discovery kits

Strengths & Weaknesses

Strengths

  • Very approachable, sweet and crowd-pleasing scent profiles
  • Hair-focused formats with odor-eliminating technology offer practical utility
  • Good value through discovery sets and bundles and wide retail availability

Weaknesses

  • Limited depth and complexity compared with niche or traditional eau de parfum
  • Heavy sweetness can feel cloying to those who prefer fresher or drier styles
  • Currently focused on a narrow scent palette built around a few recurring accords

Brand Evolution

KITSCH began as a hair accessories and beauty tools brand and only moved into fragrance with its hair perfume line starting in 2025.[1][9] Early launches focused on four core scents - Warm Sugar, Pistachio Latte, Sheer Violet, and Amber Shores - which were then extended into bundles, discovery sets, and wider retail distribution.[2][3][4][6] Fragrance databases show additional releases appearing into 2026, indicating a strategy of expanding within the same gourmand and soft floral territory rather than pivoting to high-concept perfumery.[1] The brand’s evolution in scent so far centers on refining this practical, hair-first format rather than competing directly with traditional fine fragrance houses.

Quick Verdict

KITSCH is a solid pick if you want sweet, easygoing hair perfumes with real odor control rather than complex, artistic fragrances. If you are into nuanced compositions or low-sugar profiles, this line will likely feel too simple and dessert-heavy.

KITSCH Perfumes