Why SITCH? The Story Behind Our Name
More Choices Often Lead to More Confusion
There's a study that explains what most of us already feel when we stand in front of a wall of products or an extensive menu at a restaurant: it's called the Paradox of Choice.
The idea is simple: the more options we have, the harder it becomes to decide, and the less satisfied we are with what we pick.
In haircare, this shows up every time you stand in front of said wall of products(or scroll endlessly online) wondering which bottle will actually work for your hair.
Dry hair? There are fifty shampoos for that. Frizz? Another hundred. Color-treated, fine, wavy, thick? Seemingly endless solutions.
The options pile up and here you are, second-guessing everything.
The truth is- that's actually the problem, because great hair shouldn't require a PhD in product labels.
We've Been There- even as professionals
Before we created SITCH, we spent years teaching stylists how to simplify the complicated. At Edge Academy, we became known for breaking down advanced techniques into steps anyone could use—no fluff, no jargon, techniques you can use right after class with your next client.
Stylists trusted us because we didn't overcomplicate. We gave them what worked.
When clients came to us overwhelmed by product choices and conflicting advice, we realized the same problem existed- with products.
We want great hair, but the industry kept making it harder. They keep selling trends, marketing new problems you didn't know you have; they sell us rituals, ceremonies and ten-step routines nobody has time for.
So we asked ourselves: What if we built a brand that did the opposite? What if we made haircare simple again?
Why We Named Ours SITCH
"SITCH" is short for situation.We wanted a name that matched our approach: no drama, no excess, just the solution.
It's direct. It's honest. And it's exactly what we wanted our brand to be-the straightforward answer to whatever your hair actually needs.
We Keeping It Simple On Purpose
At SITCH, we kept our lineup focused. Professional-grade formulas. Refillable packaging.
We wanted products that make sense the moment you see them. No stardust, no guess work, no wasting money on bottles you'll never finish, and no rituals you'll abandon by week two.
We designed SITCH to be what the pros bring home and actually use—because good hair isn't about having more options. It's about having the right ones.
Great Hair Should Be Simple
The Paradox of Choice taught us that sometimes, less really is more. When you're not drowning in options, you can actually enjoy the results. That's the philosophy behind SITCH.
Clarity, quality, and real answer for your hair's situation, so you can get on with your day looking and feeling your best.
So if you're tired of the overwhelm, the trial and error, and the products that promise everything but deliver nothing, welcome.
SITCH exists to be the answer you've been looking for.
Everyone is making shampoo, but there's only one SITCH- YOUR SITCH.
External References
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The Paradox of Choice (Barry Schwartz):
Harvard Business Review: Barry Schwartz on the Paradox of Choice
TED Talk: The Paradox of Choice – Barry Schwartz