Deciem Is Launching a New Body Care Brand

Deciem, the beauty incubator and parent company of The Ordinary, is relaunching its body care brand Loopha this September. Originally soft-launched in 2017, Loopha, pronounced ‘loofah’, quickly garnered a cult following before being shelved to focus on the success of The Ordinary. Now, leveraging Deciem’s expertise in active ingredients and fragrance development, Loopha is back with a renewed focus on innovation and personalisation.

The Deciem lab has crafted Loopha as a high-performance playground of fragrance, form, and function, drawing inspiration from Deciem’s late founder, Brandon Truaxe, who secured its trademark in 2016. The brand will initially focus on three categories—Cleanse, Condition, and Elevate—with products specially formulated to complement one another. This modular fragrance approach enables customers to mix and match scents across categories, creating a more personalised olfactory experience.

The first release from the brand will be the Hand + Body Wash, core to the ‘Cleanse’ collection. This nourishing cleanser will be available in two distinct fragrances: Broadleaf Forest, featuring a mix of cool cedar, dry patchouli, and warm vetiver; and Oud & Amber, a blend of oud, amber, bergamot, and tonka bean. A third fragrance, Chalk, combining crushed mint, fresh saffron, sugared anise, and powdered musk, will be introduced in October.

Prioritising functionality alongside fragrance, the formulas combine hydrating ingredients like glycerin and jojoba esters with 3% sodium cocoyl apple amino acids and 3% babassuamidopropyl hydroxysultaine for cleansing and conditioning. This approach highlights Deciem’s expertise in the active ingredient space, with products expertly formulated for transformative results.

“Loopha places focus on the use of biotechnology in its formulations, reflecting both our commitment to innovation, and our respect for the intelligence of the natural world,” explains Prudvi Kaka, Chief Scientific Officer at Deciem.

In addition to the ‘Condition’ and ‘Elevate’ products due for release in early 2025, Deciem has hinted at a broader product vision for Loopha. Nicola Kilner, co-founder and chief executive of Deciem, told WWD, “We have 30 products in development, and we see this going into pet care, laundry care — those areas where we wouldn’t go with The Ordinary.”

Loopha will launch on 26th September and will be exclusively available at loopha.com, with prices starting at £12 ($18 for US customers).