Annika von Holdt is an early pro-age advocate and a pioneer in the grey hair influencer space — among the first to make grey hair aspirational and a symbol of empowerment.

Confronted with progressive UV-damage to her hair, she found a market saturated with purple products, designed to mask symptoms, but devoid of solutions that target the causes of yellowing and fibre degradation.

After developing sensitivity linked to purple dye exposure, Annika set out to see if she could create a solution.

With a background as a programmer, she approached haircare with a structured, analytical mindset and created Cupid˙s Kiss with a logic that favours reliance on biology and modern technology. Collaborating with a biology student, she designed an algorithmic model to decode how and why hair breaks down — enabling her to develop solutions that target the root causes.

Cupid˙s Kiss launched in 2024 with a collection designed to protect against UV-damage, strengthen the architecture of hair and scalp, and refine texture — using ingredients typically only afforded to advanced skincare.

The formulas are made to benefit all hair types — and everyone who chooses to make us part of their daily ritual.