Heritage
A house, in its own words
KITSCH emerged from the beauty influencer space, founded by Claudia Sulewski, a content creator who leveraged her social media presence to build a direct-to-consumer beauty brand. The company began with hair care accessories, particularly hair ties and brushes, and cultivated a following through Instagram and YouTube collaborations. Sulewski's approach combined her personal beauty expertise with accessible pricing, building the brand through creator partnerships and organic social media growth. The expansion into beauty tools and haircare followed naturally, establishing KITSCH as a one-stop destination for premium yet affordable hair accessories. The company's evolution from accessories to fragrance marks a significant milestone, representing its entry into the competitive personal fragrance market. The 2025 launch of hair perfumes signals KITSCH's ambition to become a comprehensive beauty lifestyle brand rather than remaining a niche accessories company. This trajectory from influencer-founded startup to multi-category beauty brand illustrates how contemporary beauty companies leverage digital audiences to scale beyond their original product categories. KITSCH approaches fragrance with the same philosophy applied to its hair accessories: functional products that do not sacrifice aesthetics. The hair perfume collection rejects the notion that scent should be a heavy, overwhelming presence, instead offering sheer formulations designed for daily reapplication. The brand frames its fragrances as lifestyle companions rather than statement scents, suitable for the gym, office, or travel. KITSCH positions its odor-eliminating technology as the practical foundation beneath the sensory experience, acknowledging that real life includes post-workout refreshes and long days away from home. This functional-first approach reflects a broader trend in modern beauty toward multipurpose products that simplify routines without compromising results. The fragrance collection encourages layering and customization, inviting wearers to combine scents or wear them individually depending on mood and occasion. KITSCH's approach rejects exclusivity in favor of accessibility, making hair fragrance an everyday ritual rather than a special-occasion luxury.