Deciem, the company behind The Ordinary, is introducing a new body care brand called Loopha, marking a return to its brand incubation efforts following its acquisition by The Estée Lauder Companies in a $1.7 billion deal. Loopha will launch with two hand and body washes—Broadleaf Forest and Oud & Amber—followed by a third scent, Chalk, in the near future. The new brand focuses on combining fragrance and functionality, representing a shift from The Ordinary’s more minimalist approach to skincare. Deciem is adopting a small-batch, agile production strategy for Loopha, with plans to expand into additional categories like body treatments and pet care. This launch highlights Deciem’s continued innovation under Estée Lauder’s ownership while exploring new product lines.

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