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A WORK OF DEVOTION
Cupid's Kiss Logo
A WORK OF DEVOTION

COMPANY & STANDARD

Cupid˙s Kiss is a Danish personal care company founded in 2023 by Annika von Holdt.

We adhere to the EU's Cosmetics Regulation, (EC) No. 1223/2009, one of the strictest and most comprehensive cosmetic product safety directives in the world. The regulation includes a complete ban on animal testing for cosmetic products and their ingredients, ensuring animal welfare protection.

Our formulas are dermatologically tested, vegan and free of sulfate surfactants, silicones, volatile alcohols, colouring agents, parabens, phthalates, petrolatum, petrochemical oils, and PFAS.

FOUNDER


Annika von Holdt is a pioneer in the grey hair influencer space — among the first to make grey hair aspirational and a symbol of empowerment.

Confronted with progressive photo-yellowing of her hair, she found a market crowded by purple products, offering quick fixes. After developing sensitivity linked to purple dye, Annika teamed up with a biology student and and two chemists to create a solution.

Developed with thoughtful intention and ingredients typically only afforded to advanced skincare, Cupid˙s Kiss launched in 2024 with gentle, high performant solutions, designed to minimise the damaging impact of environmental aggressors, support hair growth, and smooth texture.

The formulas are made to benefit all hair types.

SCIENCE & DEVELOPMENT


Our formulation strategy was devised by a biology student from Copenhagen University and considers all the hair system's structures to effectively support their functions.

Our balanced, microbiome-friendly formulas are crafted by experienced chemists, ensuring rigorous scientific standards and expertly engineered performance.

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

FOOTPRINT


Our products are made with respect and consideration for our planet.

We take great care to ensure that the impact of our packaging is minimised, and that it provides protection for the formulas. We use 100% recyclable packaging and FSC certified paper, sustainably and ethically sourced.

We pledge to continuously make improvements and advance our sustainability profile.

"AMAZING PRODUCTS! THE CONDITIONER IS SUPER EFFECTIVE AND VERY LITTLE IS ENOUGH. THE PROTECTIVE CREAM HAS A LIGHT TEXTURE AND IT BLENDS PERFECTLY WITH THE HAIR."

Samanta — Customer

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