Pico Copenhagen

Pico Copenhagen is a Danish accessories brand founded in Copenhagen in 2004 by Anne-Marie Pico [6]. It designs hair ornaments and jewellery — hair claws, scrunchies, clips, headbands and combs alongside earrings, necklaces, bracelets and rings — and describes itself as Denmark's leading brand for hair ornaments and accessories [1]. Anne-Marie Pico still designs the collections, and the company remains independent and founder-led.

The brand operates four physical stores in Denmark, a webshop, and wholesale accounts in Europe and Japan [6]. Its retailer name is sometimes shortened to "Pico"; the full brand name is Pico Copenhagen.

Pico Copenhagen did not begin with the hair accessories it is now known for. When Anne-Marie Pico opened her first store in 2004, it sold only jewellery — earrings, rings and bracelets. According to a Marie Claire profile, customers soon started asking for hair clips to match their gold jewellery, and Pico could not find anything on the market that felt nice enough to sell, so she began designing her own [6].

Her first hair design was a small star hairpin offered in three colours. Demand grew quickly; as the founder recalled to Marie Claire, "to meet the demand, we soon had to make them in 20 different colours with glitter." Headbands, scrunchies and hair claws followed, and sales were strong enough that the shop expanded into the neighbouring space to hold the range.

The company's assortment spans hair accessories and fine-fashion jewellery. Recurring signature pieces include its star hairpins, scrunchies and claw clips. On the jewellery side, materials include gold-plated brass, silver-plated brass and sterling silver (a 925 alloy that is 92.5 percent pure silver), with stones ranging from man-made Nanocrystals and Swarovski crystals to freshwater pearls and pressed Czech glass beads. The brand states that all its jewellery is nickel-free, and that its hair accessories use cellulose acetate, a plant-based material it describes as strong, flexible and hypoallergenic [3].

Pico Copenhagen positions itself around Danish design, quality and personal service, with a stated view that jewellery and accessories are a means of self-expression. VisitCopenhagen notes the brand's stance that "good quality jewellery doesn't have to be wildly expensive" [8], placing it in an accessible rather than luxury price tier. Its long-running tagline is "You can always tell when someone is wearing a Pico" [1].

Distribution is multi-channel: the four Danish stores are supported by an online shop that carries a fraction of the in-store collection and by a small number of wholesale accounts in Europe and Japan [6]. The jewellery is produced by a goldsmith in Denmark, while hair and other accessories are made globally [7].

Pico Copenhagen has drawn international editorial attention. Marie Claire profiled the brand in a feature titled "Inside Pico Store, Copenhagen's Beloved Hair Clip and Scrunchie Capital," describing its bedazzled claw clips and rosette scrunchies as "an eternal part of the Scandi fashion landscape" [6]. The same profile frames the store as a destination for visiting fashion-week editors seeking street-style accessories, alongside its base of local customers.

The brand makes several material and ethics claims tied to its accessories rather than to cosmetics. According to its materials page, the manufacturer of its hair accessories holds a Global Recycled Material Certificate and is Smeta certified, with products said to be produced in recycled material. Its gold and silver plating are described as ISO 9001 and ISO 14001 certified, and the company lists membership of FORCE Technology [3]. Separately, its webshop has been e-mærket (e-labelled) certified since 2021, a Danish e-commerce trust scheme backed by Dansk Erhverv and the Danish Consumer Council [1].

Pico Copenhagen is active. It remains founder-led, with Anne-Marie Pico still designing the collections [8], and operates four physical stores in Denmark plus a webshop that ships across the Nordics. Its website carries a 2026 copyright, and the brand maintains active Instagram, TikTok and Facebook accounts [2].