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 UV-damage to her hair, she found a market crowded by purple products, designed to mask symptoms, but found nothing to stop the spiral of brassiness and fibre breakdown. After developing sensitivity linked to purple dye exposure, Annika set out to see if she could create a solution.

With a background in programming, she approached haircare with a logic that favours reliance on modern technology and natural science. Collaborating with a biology student, she designed an AI model to decode how and why hair breaks down — enabling her to develop solutions that target the external 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 a plant strategy and ingredients typically only afforded to advanced skincare.

The formulas are made to benefit all hair types.