Cassandra Morales Thurswell, Founder and CEO of Kitsch, a global hair care brand, was named an Entrepreneur Of The Year 2024 National Award winner by Ernst & Young LLP. This followed Cassandra’s selection as a Los Angeles regional award winner in June.
 
Thurswell commented, 
 
“This win is a celebration of my team, our customers, and everything Kitsch stands for. Our business has always been about more than just dollars—it’s about building community, meeting them where they live, listening to what they need, creating products with purpose, supporting diversity, and making an impact on people’s lives internally and externally. It’s also about giving back—mentoring other founders, reducing our carbon footprint, and contributing to saving our waterways.”
 
Cassandra was chosen from a group of 214 Entrepreneur Of The Year regional winners, representing 185 companies across the US. 
 
She has built a hair care business that demonstrates innovation and vision and has a significant positive impact on people and the planet, pioneering high-quality, accessible, and sustainable beauty solutions for everyone, everywhere.
 
Thurswell added, 
 
“Standing among those 2,000 people, I realized EY Entrepreneur of the Year is the equivalent of the Oscars for entrepreneurs. It was a reality check for how far Kitsch has grown over the past 15 years.”
 
This year’s National winners were announced during a celebration held at the Strategic Growth Forum, a national gathering of high-growth, market-leading companies.
 
For nearly 40 years, Entrepreneur Of The Year has celebrated exceptional leaders who disrupt markets, revolutionize industries, and run businesses that transform lives. 
 
Andrew (AJ) Jordan, EY Americas Entrepreneur Of The Year Director, said, 
 
“This year’s national award winners have remained undaunted in the face of market, geopolitical, and economic uncertainties. They’ve managed to grow, transform, and innovate within their industries and contribute to their communities even in the face of seemingly insurmountable hurdles. They lead by example and embody spirits of ambition, drive, and purpose.”
 
The program recognizes an array of business leaders for their ingenuity, courage, and entrepreneurial spirit.
 
Winners were selected by a panel of independent judges, composed of entrepreneurs and other respected business leaders from across the US, based on their demonstration of building long-term value through entrepreneurial spirit, purpose, growth, and impact, among other core contributions and attributes.

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