OPERATORS · with Cassandra Thurswell & Jeremy Thurswell · March 3, 2026 · 96 min
Summary
This episode reveals the raw, bootstrapped journey of Kitsch, a beauty brand that grew from a living room startup to over $500M in revenue and 30,000 retail doors. Ecommerce operators will learn how scarcity can drive focus, the intricacies of managing manufacturing and IP overseas, and the challenges and triumphs of scaling a brand through both direct-to-consumer and retail channels without external funding. It emphasizes resilience and strategic pivots in the face of adversity.
Key takeaways
Embrace scarcity as a powerful motivator to drive focus and innovation, rather than solely relying on external funding.
Proactively protect your intellectual property, especially when working with international manufacturers, by conducting proper due diligence and having clear legal frameworks.
Strategic pivots, even in a crisis (like transitioning to face mask production), can unlock new revenue streams and manufacturing efficiencies.
Building a strong brand and content strategy is crucial for establishing long-term customer loyalty and expanding into new product categories.
Leverage omnichannel distribution by strategically balancing DTC growth with expansion into traditional retail channels to maximize market penetration.
How did a married couple with $30k in savings and no business plan build one of the biggest beauty and accessories brands in America? Cassandra Thurswell (Founder & CEO of Kitsch) and Jeremy Thurswell (COO), join hosts Mike Beckham and Matt Bertulli for their first-ever joint podcast interview. Together, they unpack the full story of building a bootstrapped empire from a living room apartment to over 30,000 retail doors and more than 10 million ecommerce orders. Cassandra and Jeremy open up about eight failed businesses before Kitsch, catching their manufacturer stealing IP on their “honeymoon” in China, and navigating a terrifying pivot that led to 70 million face masks. They share how they’ve protected their marriage while running a company together, the reality of balancing motherhood with being a CEO, and why scarcity — not funding — created the focus that made Kitsch unstoppable. Learn more about Latinas in Beauty, where Cassandra serves on the Advisory Board: https://latinasinbeauty.org Operators Titans is brought to you by AppLovin. Get access to the our channel expansion playbook, online masterclass, and up to $5k in ad credits here: https://9ops.co/channels
What does this episode say about founder & leadership?
Embrace scarcity as a powerful motivator to drive focus and innovation, rather than solely relying on external funding.
What does this episode say about retail & omnichannel?
Proactively protect your intellectual property, especially when working with international manufacturers, by conducting proper due diligence and having clear legal frameworks.
What does this episode say about brand & content?
Strategic pivots, even in a crisis (like transitioning to face mask production), can unlock new revenue streams and manufacturing efficiencies.
What does this episode say about supply chain & operations?
Building a strong brand and content strategy is crucial for establishing long-term customer loyalty and expanding into new product categories.
What does this episode say about founder & leadership?
Leverage omnichannel distribution by strategically balancing DTC growth with expansion into traditional retail channels to maximize market penetration.
