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WE’VE ALWAYS BEEN OBSESSED WITH OUR CUSTOMERS & WE THINK
The Feeling Is Mutual
Our Story
Founded by Wisconsin native Cassandra Thurswell at the age of 25, Kitsch is a global beauty powerhouse built on positivity and pure hard work. The brand supports its growing community with easy, elevated beauty solutions that are totally reliable, truly special, and made as sustainably as possible. Beginning in 2010 with a business plan no longer than a paragraph, Kitsch now supplies a full range of beauty favorites in over 20,000 retail locations worldwide. A prominent entrepreneur featured in Forbes and Inc., Cassandra continues to create elevated, sustainable beauty solutions for every moment of the day.
The Importance of pH Balance in Hair Care
Chemistry plays a massive role in how our hair looks and feels. One of the most critical concepts is the pH level. The pH scale measures how acidic or alkaline a substance is, and for hair, the “sweet spot” is slightly acidic. Maintaining this balance is the key to smooth, shiny, and manageable hair that resists breakage.
Why pH Matters for the Cuticle
The cuticle is the outermost layer of the hair, resembling shingles on a roof. When hair is exposed to an alkaline environment (high pH), the cuticle scales lift and open. This makes the hair feel rough, prone to tangling, and allows moisture to escape. Conversely, an acidic environment (low pH) causes the cuticle to contract and lie flat. This seals in moisture and gives hair its natural luster and smoothness.
Selecting the Right Products
Many common cleansing products can be quite alkaline, which is why a follow-up step is so important. Conditioners are typically formulated to be more acidic to help close the cuticle after washing. However, the best approach is to use a range of products that are specifically “pH balanced.” This ensures that you aren’t constantly forcing your hair through extreme changes in its chemical state.
Long-term Benefits of Acidic Rinses
Using products that respect the hair’s natural pH leads to fewer tangles and less frizz. It also helps in maintaining color, as a closed cuticle keeps color molecules trapped inside the hair shaft for longer. Over time, hair that is kept at its optimal pH level remains stronger and is much more resilient to the stresses of daily styling and environmental exposure.