Mask-centric skincare brand Loops announced that Camila Mendes has joined the company as partner and creative director.
The Los Angeles-based brand says Mendes’ entrepreneurial debut in the beauty market will consist of her spearheading innovative product development and driving brand growth inclusive of sustainability initiatives and retail expansion.
The Medes appointment comes as Loops is expanding into Ulta Beauty’s brick and mortar shops. Starting Aug. 1, the brand will be available nationwide in 450 Ulta Beauty doors complemented by a campaign featuring Mendes in-store and online. Loops joined Ulta Beauty’s online assortment in December 2021 as part of Sparked at Ulta Beauty, a section of emerging beauty brands entering retail for the first time.
Mendes’ creative vision will drive change and growth across brand marketing, product transition and lead the brand toward sustainability goals, according to the brand, which was founded in 2020 by Syllable, which incubates and scales brands in partnerships with celebrities and influencers. She will lend her personal skincare ethos to the brand, tapping into shared experiences with customers.
“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.
“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” said Colin Peek, founder and CCO of Syllable.