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ABOUT

Cupid˙s Kiss is a Danish personal care company founded by Annika von Holdt.

We comply with the EU's Cosmetics Regulation (EC) No.1223/2009/Annex III and the EU's cruelty-free standards.

Our formulas are dermatologically tested, vegan and made without sulfate surfactants, silicones, volatile alcohols, colouring agents, petrolatum and petrochemical oils.

FOUNDER


Annika von Holdt is an early pro-ageing advocate, and a pioneer in the grey hair influencer space — among the first to make grey hair aspirational and a symbol of empowerment — inspiring women around the globe to embrace their natural beauty.

She is a former model, PR executive, bestselling author, and programmer. Now the CEO and product architect of Cupid˙s Kiss, she brings the brand a rare blend of creative, technical, and strategic expertise.

Annika is driven by a bold, age-positive vision to redefine the beauty narrative, embrace individuality, inspire confidence and self-acceptance, and celebrate the appeal of all ages.

GENESIS


The idea of my own brand began with my own problems: scalp sensitivity and progressive photo-yellowing of my silver locks.

Trapped in a Faustian pact with purple haircare products that eventually delivered contact dermatitis, followed by traditional hair products that masked damage with other quick fix ingredients that compromised my scalp and barrier, I decided to see if I could create a gentle, photoprotective solution that was missing from the haircare landscape.

I enlisted a team of scientists to help me realise my dream products, and Cupid˙s Kiss is the result of our shared commitment to excellence. We spent a lot more time on making Cupid˙s Kiss than an ordinary developer would because I wanted to make fewer products that do more.

Cupid˙s Kiss launched in May 2024 with a curated collection designed to strengthen hair and skin architecture, protect against photo-oxidation, and refine texture — using ingredients and technologies typically only afforded to facial skincare. Free from disruptive quick fix ingredients. Built with respect for the biology of the hair system. Made to benefit all hair and scalp types.

Annika von Holdt

SCIENCE


Our scientific model is devised by a biology student from Copenhagen University and considers all the skin and 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 skin and hair friendly ingredients are meticulously sourced and selected based on safety, purity, performance, scientifically proven effects, sustainability, and ethical practices.

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