THE ESSENCE OF US

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A BETTER SOLUTION

A significant portion of global haircare products are powered by petrochemical-derived ingredients, silicones, colourants and other short-term solutions that mask issues rather than treating and preventing them, causing long-term hair and scalp problems for many people.  

Even if the hair strands are inanimate, they are attached to a living biological system that produces and nourishes them. 

Cupid's Kiss delivers solutions that support the whole hair system and its functions. With mild cleaning-and conditioning agents and innovative and effective actives, our balanced and microbiome-friendly formulas offer serenity to the scalp, revitalisation to the follicles and comprehensive care for the hair.

FOUNDER


I am a programmer and writer. I have written a vast tapestry of code and 4 bestselling thrillers. I never imagined that I would one day create a haircare brand. But there's nothing resembling an actual path in life, is there? You forge it yourself and never know what is waiting around the next bend.

The idea of my own brand began with my own problem — allergy, scalp sensitivity and progressive degradation of my silver locks.

Trapped in a Faustian pact with purple products that delivered a lot more cloud than silver lining, and ordinary hair products that played second fiddle to the status quo, I eventually began reading INCI lists and came to an eye-opening realisation: I had used all these popular haircare products for decades and consequently marinated my hair and scalp in some very disruptive chemicals which, in my opinion, have no place in haircare.

Skin doesn't stop at the hair line. And proper skincare shouldn't be only for the face. As such, I decided to create a non-disruptive, high performant solution — using ingredients and technologies typically only afforded to facial skincare.

I founded Cupid's Kiss in Copenhagen in 2023 after 4 years of scientific research and development, secured the trademark and offered the products up to internetland for consideration in may 2024. It was an overwhelming and comforting experience to see my darlings fly off the shelves and go to near and faraway places around the world.

Being the CEO and product architect of Cupid's Kiss feels like coming home, which makes no sense, because I have never been here before.

Annika von Holdt

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

    Heidi Marie — Customer

SCIENCE



Our blueprint is devised by a biology student from Copenhagen University and considers all the hair's biological structures to support and optimise 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.

Every product is developed using carefully selected, high-quality ingredients to ensure maximal efficacy, performance and safety.

We formulate without animal products, silicones/siloxanes, SLES/SLS/SCS, PEG/PPG, volatile alcohols, phenoxyethanol, parabens, phthalates, colorants, petrochemical oils, petrolatum, chemical UV-filters, talc, mica, microplastic, BHA/BHT, triclosan/triclocarban and PFAS.

STRATEGY

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 balance and scalp health)

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 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.