The Story Behind SITCH

Our Story in a Nutshell

Anthony Edge is an award-winning platform artist, world-class hairdresser, and renowned educator. Gloria Edge is a punk-turned-salon-owner and brand storyteller who builds genuine connections through authenticity.

Together, we’re redefining what good haircare looks like.

We built SITCH for one reason: when we couldn’t find high-performance, clean, and sustainable products we believed in, we created them ourselves. No one should have to choose between exceptional results, honest ingredients, and a lighter footprint.

SITCH says no to excessive, useless formulas and plastic waste. Our products are refillable, stylist-approved, and designed to make every hair situation better—whatever the texture or goal.

• High standards, clean formulas: Every product is developed and tested with working stylists behind the chair.

• Refill, reuse, repeat: Sustainability isn’t an afterthought—it’s a commitment. If it’s not worth refilling, it’s not worth making.

• Diverse, inclusive, owned by us: SITCH is women- and minority-owned, 100% independent, and here to shake up beauty standards for good.

• Giving back: 2% of our net income supports causes we believe in, with our impact verified by B Corp—because haircare should create change beyond the salon.

• Straight-talking education: No smoke, no mirrors—just expert advice and products that keep hair healthy for the long haul.

SITCH is short for Situation. SITCH is the answer to your hair’s situation.

Welcome to the good stuff hairdressers use at home, from our family to yours.