ABOUT


Cupid's Kiss was founded in Copenhagen in 2023 by Annika von Holdt who wanted to break up with problematic ingredients.

Cupid's Kiss offers scientifically advanced solutions that support the hair system and its biological functions. With gentle cleaning-and conditioning agents, nature’s antioxidants and innovative and multi-effective complexes, our balanced and microbiome-friendly formulas provide serenity to the scalp, revitalisation to the follicles and comprehensive care for the hair.

"Quality reveals itself in a product’s performance, and the joy and confidence it instills is the pinnacle of excellence."

Annika von Holdt 

GENESIS


The idea of my own brand began with my own problems: contact dermatitis and progressive degradation of my silver locks.

Trapped for a decade in a Faustian pact with purple haircare products that delivered a lot more cloud than silver lining, and regular hair products that played second fiddle to the status quo, I eventually began reading product labels and came to an eye-opening realisation. While using these products, I saturated my scalp and hair in a cocktail of acid dye, hard sulfate, volatile alcohol and cyclic siloxane; and ultimately suffered the cumulative consequence of repeated exposure.

No one should have to realise that their daily haircare routine is putting their health at risk.

Skin doesn't stop at the hair line. And mindful skincare shouldn't be only for the face. As such, I decided to create a solution for the hair using ingredients and technologies typically only afforded to facial skincare — while excluding disruptive chemicals and harmful quick fixes.

Welcome to a new generation of self care.

Annika von Holdt
Founder & Product Architect

"Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction, and skillful execution."

Aristoteles

SCIENCE


Our model is devised by a biology student from Copenhagen University and considers all the hair's biological structures to effectively support the functions they are programmed for.

Our formulas are expertly crafted by a biochemist (Ph.D) and a cosmetic chemist, ensuring the highest standards of scientific rigour and creative innovation.

Our ingredients are meticulously sourced and selected based on safety, purity, performance, scientifically proven effects, sustainability, and ethical practices.

OUR STANDARDS

MODEL

Cupid's Kiss targets the damaging impact of free radicals, environmental aggressors and hair weathering, ensuring effective treatment, protection and revitalisation of the whole hair system — scalp, follicles and strands.

TREAT (Restore redox-and scalp balance)

Free Radicals: Free radicals extract electrons from stable molecules in a chemical process called oxidation, causing damage to proteins and lipids, which impacts scalp and hair health. 

Consequence: Compromised overall hair quality, weakened hair follicles, impaired anchoring, scalp sensitivity and hair loss. Hair loss can occur because oxidative stress triggers an inflammatory response in the scalp, impairing the normal follicle function.

Cupid's Kiss boasts high concentrations of phytoextracts that neutralise free radicals, minimising oxidative stress and inflammation. By restoring redox balance, scalp health is improved, epidermal barrier is fortified, and oxidative stress-related degradation is reduced, promoting healthier, stronger hair growth.

PROTECT (Prevent damaging chemical reactions)

Environmental Aggressors: UV radiation induces photochemical reactions that permanently alter the structure and colour of the hair. Pollutants can cause scalp inflammation, leading to cortical degradation and cuticle damage. Hot styling break the hydrogen and disulphide bonds, weakening the hair.

Consequence: Progressive degradation of the integrity of the hair structure with holes in epi-and endocuticles, bond breakage, loss of tensile strength, discolouration and photo-yellowing.

Cupid's Kiss uses advanced, bioengineered complexes with strong antioxidant/redox-balancing properties to neutralise reactive oxygen species formed by UV exposure and pollution, reducing oxidative damage to proteins and lipids. This helps prevent photo-yellowing and structural degradation, while thermal shielding up to 450°F/230°C protects against heat damage.

REVITALISE (Elevate hair quality)

Hair Weathering: Friction, combing, brushing, bleaching and dyeing are some of the mechanical and chemical stressors that speed up the hair's ageing process. 

Consequence: Broken and split fibres, depletion of amino acids and damage to the cuticle layers and the cortex with alterations of viscoelastic properties and tensile strength.

Cupid's Kiss combines plant emollients, botanical stem cell extracts, phytopeptides and high-potency skincare actives to hydrate, replenish amino acids, smooth the cuticle layers and restore tensile strength, revitalising the hair structure and building resilience with every use.

ESSENCE


Our brand finds its essence in the classical myth of Cupid and Psyche, a tale of love, renascence and redemption, first told in Platonicus' Metamorphoses and later immortalised in Antonio Canova’s neoclassical, marble masterpiece, Psyche Revived by Cupid’s Kiss, the sculpture seen here, where Psyche is awakened from a death-like sleep by the power of Cupid's divine kiss — a metaphorical parallel to our mission, which is to treat, protect and revitalise.

TESTIMONIALS

  • "I am loving these products. They definitely live up to the hype."

    Lisa Chavez — Customer

  • "THESE ARE THE BEST HAIR PRODUCTS ON THE MARKET. MY HAIR HAS NEVER LOOKED OR FELT (OR INDEED SMELLED) BETTER."

    Heidi Marie — Customer

  • "Finally! My search for the right hair care products ends with Cupid's Kiss."

    Renna Hanen — Customer

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