The third annual CNBC Changemakers list will be revealed Wednesday, February 25th
Shampoo bars have struggled to gain mainstream adoption in the beauty market, facing a classic problem when sustainability is central to the marketing: consumers often think they are being forced to make a compromise.
But Cassandra Morales Thurswell, founder and CEO of hair care and beauty brand Kitsch, is leading with results instead of sustainability. While many early shampoo bar products asked consumers to make the switch for environmental reasons, including the elimination of plastic, Thurswell said her company positioned the bars as an upgrade instead of an alternative. Kitsch’s bar shampoo was developed for results including softness, manageability, and curl definition, outcomes that customers prioritize when selecting hair care items.
“They’re so effective that it’s undeniable,” Thurswell told CNBC Senior Media and Tech Correspondent Julia Boorstin during the latest episode of the “CNBC Changemakers & Power Players” podcast.
Thurswell was named to the 2025 CNBC Changemakers list.
