4 tactics you can steal from Kitsch's social media strategy

I recently fell victim to aggressive e-commerce marketing.

The crazy part is, I didn’t even realise until I had hit the 'place order' button.

As a marketer, writer in the industry and researcher of trends, I like to think I’m above such manipulation.

But alas, no one is safe. And some brands just know how to get ya.

Kitsch, the beauty brand, told me I HAD to make the switch to shampoo and conditioner bars. And aware or not, I so willingly complied.

When it comes to turning modest beginnings into a global beauty and accessories powerhouse, Kitsch is the brand to watch.

Founded in 2012 by Cassandra Thurswell, the brand is a mega success story in the e-commerce landscape, reaching over 27,000 retail locations globally.

But don’t mistake this in any way as a stroke of luck. Kitsch’s razor-sharp strategy, customer-first mentality, and expert command of digital marketing all play a huge part in the business's growth over the last decade.

The beauty sector is grossly oversaturated and notoriously hard to break into. So, what is Kitsch doing that other brands aren’t? And how can you steal, I mean borrow, from their playbook?

Well, if you can merge your strategy with your customers’ needs, you’re off to a great start.

Kitsch’s customer-centric product range solves real problems.

Let me explain.

The brand has positioned itself as a go-to for life-simplifying beauty accessories that resonate with practical, style-conscious consumers. It keeps its finger on the pulse, offering products that are effortlessly on-par with consumer trends.

Products like heatless curls, no-snag hair ties and eco-conscious packaging are grounded in what their audience actually needs—and that’s a crucial part of the strategy.

Kitsch has clearly done its homework on its target market’s lifestyle. The brand consistently offers thoughtful, reliable products that save time and solve small-but-significant beauty issues.

This kind of focus is what keeps customers coming back—and telling their friends.

Then, leverage ad spend with social proof. This is the Kitsch formula.

With a 79% increase in ad spend over the last year, Kitsch clearly isn’t shy about getting in front of new eyes.

And that investment has paid off. It has pushed their website traffic up by 32%, which is no small feat in the crowded e-commerce space.

By putting dollars behind well-targeted ads, Kitsch maximises reach and attracts customers ready to buy, not just browse. (Clearly, I fell into this category.)

But here’s the real clever part: They balance their ad-heavy strategy with an equally strong focus on organic, user-generated content.

Customers showcase their Kitsch products with genuine excitement. And this serves as a real-life endorsement that’s far more convincing than ad copy.

When it comes to TikTok, Kitsch has absolutely crushed it.

With a 108% increase in followers in just a year, Kitsch’s TikTok game is spot-on. Their approach? Use easy tutorials, fun demos, and trending sounds to hook viewers.

By staying relevant without selling out, they’ve built a fanbase that feels personally connected to the brand. TikTok is no side project for Kitsch; it’s central to their strategy, and they treat it with the same care (if not more) as traditional marketing channels.

A TikTok strategy is practically required for brands looking to catch the eye of Gen Z and millennials. But Kitsch appears to have gone the extra mile with it.

To be fair, they masterfully handle every platform.

Their Instagram is full of stylish product pics and UGC, while TikTok highlights quick beauty hacks and relatable humour. This is a brand that knows social media isn’t about simply posting—it’s about creating content that connects, keeping that engagement high.

Now for the strategies you can steal.

1. Build your brand on genuine customer needs.

Kitsch’s success starts with products that solve real pain points.

If you want long-term growth, your brand has to focus on delivering value to the customer. Study your target market, understand their lifestyle, and then develop products that align with those insights.

2. Double down on social proof.

Reviews, UGC, influencer testimonials—social proof is non-negotiable. Today’s consumers trust each other more than they trust brands. So give them as many reasons as possible to believe in your products.

3. Go big on social, especially TikTok.

Social media can’t be an afterthought. If TikTok works for your product, make it a pillar of your strategy like Kitsch has. And remember, don’t just post content; make products that people want to post about.

4. Keep it real with messaging and visuals.

Consistency across branding isn’t just about having matching colours on your Instagram grid.

Your visuals and voice need to reflect your brand’s personality and values—no copy-paste messages here. Consumers can tell the difference between a brand that’s talking to them versus a brand that’s talking at them.

There’s a reason I’m writing about Kitsch.

It’s because they successfully sold to me without me ever questioning the brand’s legitimacy – which is kind of mind-boggling to me.

Many beauty brands that offer a range of products and services feel gimmicky. But Kitsch has managed to remain front of mind (and FYP) without ever feeling in your face or salesy.

Do their products live up to the hype?

Well. That’s going to have to be a question for another day.

-Sophie, Writer