Deciem Expands Beyond The Ordinary with Loopha: A New Chapter Under Estée Lauder

Deciem, the parent company behind the well-known skincare brand The Ordinary, is reigniting its innovation engine with the launch of a new body care brand called Loopha. This move marks Deciem’s return to its roots as a brand incubator, bringing fresh concepts to the market, a strategy that had taken a backseat following The Ordinary’s immense success.

This launch comes after Deciem was fully acquired by The Estée Lauder Companies earlier this year in a deal valued at $1.7 billion. The acquisition hasn’t slowed down Deciem’s creative approach, as it continues to focus on launching new brands that cater to specific consumer needs in a more targeted manner.

Loopha, which debuts with two hand and body washes in unique fragrances, represents Deciem’s approach to addressing specific consumer needs in a more sensorial and experiential way, contrasting The Ordinary’s focus on functionality. Loopha’s products offer a fusion of fragrance and functionality, with plans to expand into additional categories, including body treatments and pet care in the near future.

As Deciem looks to scale Loopha, the brand will operate with the same agility and speed that defined its earlier successes. The focus will be on small-batch, direct-to-consumer sales to gauge consumer response before expanding its reach. This strategy highlights Deciem’s commitment to innovation, even as it continues to evolve under Estée Lauder’s ownership.

With Loopha’s launch, Deciem is not only exploring new product categories but also honoring the vision of its late founder. This new chapter signals a continued dedication to disrupting the beauty and self-care space, while staying grounded in its foundational principles of risk-taking and creativity.