Loopha, pronounced like “loofah,” is set to return to store shelves with three enticing hand and body wash scents. Deciemstated, “With a proven background in active skin care and a fragrance archive that has been waiting patiently to be shared, the Deciem lab has formulated Loopha to be a high-performance playground of fragrance, form, and function.”
The brand’s approach leverages Deciem’s expertise in active ingredients, ensuring that the products are designed for transformative results. Interestingly, this relaunch follows closely after Deciem’s The Ordinary introduced its first body care line. Since its launch in 2013, The Ordinary has revolutionized the beauty industry by providing high-quality, single-ingredient products at remarkably low prices. Recognizing that only 9% of skin is on the face, The Ordinary is now focusing on the other 91% with its body range, which debuted on August 6.
Loopha was initially soft-launched in 2017, but with The Ordinary’s rapid ascent, Deciem strategically decided to pause Loopha’s progress. However, the time has come for a relaunch. Deciem to relaunch Loopha body care brand.
Tomorrow, Loopha will debut its Hand + Body Wash in two scents, both created by Deciem’s late founder, Brandon Truaxe. The first scent, Broadleaf Forest, features a blend of cedar, patchouli, and vetiver, while the second, Oud & Amber, combines oud, amber, bergamot, and tonka bean.
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Next month, Loopha plans to introduce a third scent, Chalk, which is infused with mint, saffron, sugared anise, and powdered musk. The brand will also expand its product line, utilizing the same fragrance library, with plans to add a powder-to-foam version of its Hand + Body Wash and a Hair + Body Mist later this year.
Loopha relaunches tomorrow exclusively at http://www.Loopha.com , with prices starting from £12. This revival comes after the June announcement that Estée Lauder Companies, which owns brands like Estée Lauder, MAC Cosmetics, and Clinique, has completed its $1.7 billion (£1.33 million) acquisition of Deciem. The beauty conglomerate initially invested in Deciem in 2017 and increased its stake to become the majority owner in 2021. Deciem to relaunch Loopha body care brand.
