The Company Behind The Ordinary Is (Re)Launching a New Body-Care Line

Lightning struck with Deciem‘s accessible and Gen-Z-beloved skin-care brand The Ordinary. Now, the Toronto-based beauty umbrella company is expanding once again with the launch of Loopha, a lifestyle body-care brand that boasts a “scientific soul” and a one-of-a-kind fragrance archive (think cedar, amber and… chalk?).

“Loopha is a high-performance playground of fragrance, form and function — it allows the world to see our playful side and experience actives in a sensorial way,” Nicola Kilner, co-founder of Deciem, tells Fashionista. “Our aim is to elevate atmospheres through products that don’t just smell good, but that are formulated for transformative results.”

With its Broadleaf Forest Body Wash in tow, Loopha first soft-launched at Deciem back in 2017. But, The Ordinary was soaring in popularity (see: growing its cult favorite skin-care offerings and expanding into Sephora), which Kilner notes contributed to the company’s decision to pull back from Loopha at the time.

“We couldn’t even keep one brand in stock, so we knew we needed to wait to build Loopha in the way we wanted,” she says. “We still get asked today by consumers wanting us to bring it back, so we couldn’t be more excited to finally deliver.”

Seven years later, Loopha is kicking off its relaunch this September with its original Hand + Body Wash available in two scents: Broadleaf Forest, a blend of cool cedar, dry patchouli and warm vetiver; and Oud & Amber, a mix of oud, amber, bergamot and tonka bean. A third scent called Chalk — crushed mint, fresh saffron, sugared anise and powdered musk — will follow in October. Comparable to the prices of its sister brand’s newly launched body-care line, Loopha’s foaming Hand + Body Wash retails for $18.

With its minimalist, all-white packaging made from 100% post-consumer recycled content (PCR), Loopha’s Hand + Body Wash is formulated with hydration-boosting glycerin and jojoba esters, which soften skin and minimize transepidermal water loss, per the brand. As for its foaming ingredients, Loopha’s body washes contain 3% sodium cocoyl apple amino acids (a cleansing surfactant using the amino acids from apple juice) and 3% Babassuamidopropyl Hydroxysultaine (derived from Babassu oil for dense foam).

Looking ahead, Loopha will expand its product offering within its current fragrance library (all created with Deciem’s late founder Brandon Truaxe), adding a powder-to-foam version of its Hand + Body Wash and a Hand + Body Mist.

“We like to say that we’re starting at ‘your sink and shower,’ but that’s really just the beginning,” Kilner says. “We have 10 products launching this year, with another 30 in development right now. [The goal is to make them] practically playful and universally useful: powder formats, mists, dissolvables and much more. Our fragrance range will also expand.”

With its first round of products arriving Sept. 26, Loopha will be available to shop exclusively at loopha.com. Get a first look at Loopha’s fall body-care launches below.

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Source: Fashionista.com