THE ESSENCE OF US

Image Gallery

OUR FOCUS

The haircare landscape is saturated with brands focusing on cosmetic quick fixes and products heavily laced with silicones, colourants and other short-term solutions that mask issues rather than treating and preventing them, which can lead to long-term hair and scalp problems.

Even if the hair strands are inanimate, they are attached to a living biological system that produces and nourishes them. Cupid's Kiss focuses on delivering treatment-oriented, holistic solutions that support the whole hair system — using gentle ingredients with well-documented effects to ensure optimal care for scalp, follicles and strands.

Our formulation strategy is devised by a biology student from Copenhagen University, and our formulas are expertly crafted by a biochemist (PhD) and a cosmetic chemist, ensuring a balance of innovation and scientific precision.

GENESIS


The idea of my own brand began with my own hair problem — 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, as such, marinated my hair and scalp in some hard-core 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. So I decided to create a solution for scalp and hair using ingredients and technologies typically only afforded to facial skincare.

With mild cleaning-and conditioning agents and effective concentrations of non-irritating, high performant actives, our pH-balanced and microbiome-friendly formulas offer serenity to the scalp, revitalisation to the follicles and comprehensive care for the hair.

Annika von Holdt — Founder & Product Architect

Formulation Strategy

TREAT | PROTECT | REVITALISE

Our formulation strategy considers all the hair's biological structures — the inanimate as well as the living components — to support and optimise the functions they are programmed for.

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 structure — scalp, follicles and strands.

TREAT


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 balance, scalp health is improved, and oxidative stress-related degradation is reduced, promoting healthier, stronger hair.

PROTECT


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


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.

SHOP THE COLLECTION