The Ordinary’s parent company Deciem is launching a new body care brand.
Loopha has been described as a “scented” home and self-care lifestyle brand with a “scientific soul”.
It is the result of Deciem’s recently “reignited” incubation engine and will launch on 26 September with three product categories: Cleanse, Condition and Elevate.
”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,” Deciem said in a statement.
“The approach plays into Deciem’s authority in the active ingredient space, with products formulated for transformative results.”
The collection has been developed with a “modular” fragrance format, allowing consumers to layer products across the brand portfolio.
It includes the Broadleaf Forest Hand + Body Wash, offering the scent of cool cedar, dry patchouli and warm vetiver.
The Oud & Amber Hand + Body Wash, meanwhile, features bergamot and tonka bean notes.
A mint and saffron-infused Chalk Hand + Body Wash will launch later in October, with treatment products for the Condition and Elevate categories set to be released in 2025.
These will be available via loopha.com with prices starting from £12.
The new body care brand launch follows Estée Lauder (ELC) completing its US$1.7bn acquisition of Deciem in May 2024.
The US luxury giant purchased the remaining shares in the company for an estimated $860m and stated the acquisition would help to expand its skin care portfolio.
ELC first invested in the parent company of The Ordinary and NIOD in 2017 and would go on to become a majority stake owner in 2021.
Deciem, which is based in Canada, bolstered ELC’s Q3 2024 results after a lacklustre prior quarter.
The brand was founded by the late Brandon Truaxe.