Tapping of-the-moment celebrities to buttress its creative direction has proved fruitful for Loops Beauty once before, and with its latest partnership, the skincare brand is hoping to strike gold a second time.
Loops, which was founded in 2020 by brand incubator Syllable in collaboration with content production house Shots Studio, has appointed “Riverdale” actress Camila Mendes as its partner and artistic director ahead of its launch at 450 Ulta Beauty doors Aug. 1.
“Nobody’s more tapped into culture than Camila,” said Colin Peek, chief creative officer of Syllable, who cofounded Loops alongside Aditya Julka. “She has such a keen eye and an incredible, astute taste for what is occurring within the skincare world.”
In her recent role, Mendes will support and advise the...
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