Loops names Camila Mendes creative director, inks Ulta retail deal

By

Benjamin Fitzgerald

Published
Jul 21, 2022

New comer skincare brand Loops announced on Tuesday the appointment of actress Camila Mendes as partner and creative director, coinciding the news the beauty brand has inked its first retail deal with Ulta Beauty.

The Los Angeles and New York-based company said ​Mendes, star of teen series 'Riverdale', will spearhead innovative product development and drive brand growth, inclusive of sustainability initiatives and retail expansion into Ulta Beauty.

"I'm thrilled to join Loops to bring the brand into its next phase. I've always been a fan and love the face masks, so to be a part of its future development in this way is a dream," said Mendes. "In taking on new roles in my career, my skincare routine is where I really reset from the day and nourish myself. Loops helps me maintain my routine in the most effective way possible, so I'm excited to help grow a brand that is authentically part of my everyday life."

Loops first joined Ulta's online assortment in December last year, as part of 'Sparked at Ulta Beauty', the retailer's curation of emerging beauty brands.

Now, from August 1, Loops will be available nationwide in 450 Ulta Beauty stores, complemented by a campaign featuring Mendes in-store and online. ​

​The partnerships mark a new chapter for Loops as the brand expands its reach with a new omnichannel strategy, and a fresh celebrity partner, following its appointment of model Emily Ratajkowski as creative director, in October 2020.

"We couldn't be more excited for Cami to join the Loops family," said Colin Peek, co-founder, and CCO of Syllable, the company behind Loops.

"She's an extraordinary partner and creative collaborator who truly embodies the life and energy of our brand. With Cami's insight and vision, we see our partnership with Ulta Beauty as the home for Loops as we explore global ambitions for our product portfolio that serves everyone. It's an incredible time for our brand as we continue to build and grow together with several key initiatives and innovations planned for the rest of 2022 and into 2023."

Founded in 2020 by the co-founders of brand kickstarter Syllable, Colin Peek, Aditya Julka and Tushar Adya, in partnership with production company Shot Studios, Loops is a tech-lead skincare company aimed at providing skincare options to next-gen beauty enthusiasts.