Deciem relaunches fan-favourite body care brand Loopha
The Ordinary owner Deciem is relaunching its body care brand Loopha, just seven years after it first soft-launched the label. Teasing the launch on Instagram, the Toronto-based beauty company wrote "Something fun and foamy is coming from Deciem lab… Loopha".
Loopha, cleverly pronounced loofah, is making its return to shelves with three hand and body wash scents.
Deciem said in a statement: "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 approach plays into Deciem’s authority in the active ingredient space, with products formulated for transformative results."
Interestingly, this comes just mere weeks after Deciem’s The Ordinary launched its first body care line. Launched in 2013, The Ordinary disrupted the beauty industry by offering high-quality, single-ingredient products at remarkably low prices. As only 9% of your skin is on your face, The Ordinary is targeting the other 91% with its body range that launched on 6 August.
Loopha was first soft-launched back in 2017, but at the time, The Ordinary was taking off at rapid speed. So, strategically, Deciem decided to scale back on Loopha. That was until now.
Tomorrow, Loopha relaunches its Hand + Body Wash in two scents created by Deciem's late founder Brandon Truaxe. The first is Broadleaf Forest, which is a blend of cedar, patchouli and vetiver. The second is Oud & Amber, which is a fusion of oud, amber, bergamot and tonka bean.
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Next month, Loopha is set to add a third scent to its lineup. Chalk is fragranced with mint, saffron, sugared anise and powdered musk.
But Loopha's line doesn't stop there. The label will expand its product offering using the same fragrance library, adding a powder-to-foam version of its Hand + Body Wash and a Hair + Body Mist later in the year.
Loopha relaunches tomorrow exclusively at Loopha.com, with prices starting from £12.
This follows June's announcement that the Estée Lauder Companies, which owns Estée Lauder, MAC Cosmetics and Clinique, among others, has completed its $1.7 billion (£1.33 million) acquisition of Deciem. The beauty conglomerate first invested in Deciem in 2017, increasing its stake to become majority owner in 2021.
