Kitsch is entering a new chapter with the launch of its first liquid shampoos and conditioners, marking an evolution from an accessories-led brand into a modern hair care company.

“It’s really been in the works for quite some time,” founder Cassandra Thurswell said of the collection, adding that Kitsch began experimenting with liquid formulations shortly after launching its shampoo and conditioner bars. “I think we had our first liquid samples back in 2021…we just intuitively knew it was going to go there. It was just a matter of when.”

Rolling out Friday at Target, Ulta Beauty, Amazon and kitsch.com, the line includes 12 formulas across six ranges: Rice Water Protein, Rosemary & Biotin, Argan Oil, Coconut Oil, Castor Oil and Tea Tree & Mint. Each is designed to offer salon-level performance for different hair types, at a $14 price point.

Thurswell avoided traditional turnkey manufacturing, instead sourcing formulations, fragrances and packaging independently to maintain control over quality and costs, she said.

“I’m really proud of how effective they are, how amazing they smell, how beautiful they look in the shower,” Thurswell added.

The products are made in the U.S., with an emphasis on material efficiency and thoughtful packaging. Across the collection, shampoos contain between 84 percent and 88 percent bio-based materials, with conditioners ranging from 94 to 96 percent. The slim, stackable bottles are produced using post-recycled materials and designed to ship flat.

“The intention behind that was to be able to utilize all of the space in your shower and to reduce carbon emissions when shipping,” said Thurswell, who’s based in Los Angeles.

During development, Thurswell leaned heavily on consumer feedback, she added.

“We survey over 100 people for every new product that we launch,” she explained, noting that testing begins with family and friends, expands to Kitsch’s Facebook community and ultimately includes third-party panels. The brand continues to iterate on formulas until they reach the equivalent of a 4.5-star review, with testers often returning for multiple rounds focused on performance, lather, fragrance strength and hair-type specificity, she said. “There was a lot of hair washing.”

The launch comes amid strong momentum for Kitsch. Industry sources project first-year sales of the new shampoo and conditioner collection at $100 million and say the brand saw 50 percent year-over-year growth in 2025. In July 2024, sources estimated Kitsch was a more than $360 million brand, with sales up 84 percent year over year.

Looking ahead, Thurswell — who remains self-funded and now oversees a team of 250 — is focused on independence and scale.

“I don’t think a day goes by where someone doesn’t ask, ‘When are you ready to sell?’” she said. “Maybe the question should be, ‘what am I looking to buy?’”