In Ep. 118 of Earned, Conor sits down with Cassandra Thurswell, founder and CEO of Instagram’s favorite haircare brand, Kitsch. (Use code “EARNED20” at checkout for 20% off Kitsch products!) We start by hearing Cassandra’s journey to launching Kitsch, including the sacrifices she had to make to fund the business. Cassandra explains how building the brand was like “building the plane in the air,” and why she listened to her customers’ feedback to continue to improve her products. Next, we learn Kitsch’s strategies for entering the retail space, starting with specialty stores before launching in Ulta. Cassandra emphasizes how the product should be able to sell itself on the shelf with educational, tactile, and aesthetic packaging. We then hear how the pandemic forced Kitsch to build up its digital channels and communities, before unpacking the factors behind the brand’s 2023 surge in EMV. Cassandra shares the success of Kitsch’s expansive product line, which helps consumers throughout their entire day, and how the brand’s licensing collaborations have helped Kitsch reach a new audience through common interests, like Harry Potter. We dig into Kitsch’s thriving Facebook community of over 40k members, and hear why the platform has been so valuable in connecting with the brand’s passionate fans. To close the show, Cassandra reveals why she was born to be an entrepreneur, and how she deals with the pressures of having to have great hair. In this episode, you will learn:  The importance of listening to customer feedback when building out your brand. Kitsch's strategies for successfully entering the retail space. How thoughtful licensing collaborations have helped Kitsch reach a new audience through common interests. Resources: Kitsch - https://www.mykitsch.com/  (Use code "EARNED20" at checkout for 20% off Kitsch products!) Connect with the Guest: Cassandra’s LinkedIn - https://www.linkedin.com/in/cassandra-thurswell/ Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ