I used to think I needed a different product for every hair concern. I drank that Kool-Aid as a student learning to do hair—and again as a new salon owner, still figuring it all out.
The beauty supply reps made it sound so logical: oily roots need this shampoo, dry ends need that treatment, color-treated hair requires another formula entirely.
So I bought it all. Literally.
The $10,000 Wake-Up Call
Here’s what actually happened: as I got better at my craft, I realized I only ever reached for the same five products across hundreds of clients.
Meanwhile, the other 56 SKUs I’d invested in? Collecting dust on my back bar.
That’s when it hit me: a lot of what I bought into was just marketing BS.
The industry had convinced me—and my clients—that hair problems were impossibly complex and required an arsenal of specialized solutions. Frizz? $45 serum. Color fading? $38 shampoo. Heat damage? $52 mask. You get the idea.
The Uncomfortable Truth
The deeper I got into understanding hair, the more I questioned everything. (I won’t even tell you how far down the rabbit hole I went—let’s just say I temporarily swore off products altogether.)
But here’s what I learned: we do still need products. They’re crucial for care and styling.
The revelation was this: you don’t need twelve different shampoos from one brand. You need one cleanser that gets the science right—balanced pH, proper scalp care, no filler ingredients companies use to bulk up formulas while cutting quality.
Hair care doesn’t have to be that complicated. In fact, a lot of companies sell you solutions for the problems they create. I’m not saying the entire industry is evil. But after working on thousands of heads of hair, I know something’s not right—and something’s gotta change.
Simple Isn't Basic
Here’s the truth: your hair doesn’t care about fancy packaging or 47-ingredient lists. It needs proper cleansing, targeted treatment, and flexible styling options that actually work together.
That’s why we created SITCH—with cocktailable essentials. Not because we wanted to “disrupt the industry” with trendy language, but because we were tired of the waste. Tired of overpromising products that underdeliver. Tired of dusty stockrooms. Tired of pushing things we knew were rebranded junk.
Simple doesn’t mean basic.
It just means you can stop buying the lie, and the truth shall set you free.
That’s the SITCH.
—Gloria, Founder of SITCH