Skincare world darling Loops Beauty has officially tapped actress Camila Mendes to serve as their Creative Director and Partner ahead of their launch with Ulta Beauty.
A move proven effective through their initial partnership with model-slash-actress Emily Ratajkowski, Loop Beauty’s affinity for tapping celebrities is hoping to prevail a second time around.
“Just like Emily, Camila is one of those few and far between celebrities out there that just sort of has a Midas touch,” notes Colin Peek in an exclusive with Women’s Wear Daily. The chief creative officer who co-founded Loops Beauty alongside Aditya Julka gushed over the brand’s latest recruit explaining the process behind bringing Mendes on board. “Partnerships that are authentic, and based off of people really loving the products, are what succeed — when you try to slap a celebrity’s name onto a brand and pay that person, it just really doesn’t work — it’s super inauthentic, and the community and the audience can tell,”
The Riverdale actress is set to support and advise product development, sustainability initiatives, event ideation, social media strategy, and influencer partnerships in her new role. “Taking on this role with Loops was just a very natural progression for me and my career. The products are straightforward, and so easy to weave into a skin care routine — I just really believe in this minimal, yet also really effective approach to skin care,” said Mendes.
Best known for their face masks that cemented their place in many of women’s medicine cabinets from all over the world during the pandemic, Loops Beauty quickly became a celebrity favourite with the likes of Emma Roberts, Dua Lipa and Vanessa Hudgens raving over their masks.
The skincare brand will be available in all 450 Ulta stores as well as ulta.com beginning August 1st. “We always saw Ulta as a first partner for us,” shares Peek. “We’re excited to really explode through the retail channel, as well as build out our d-to-c [direct-to-consumer] channel even further.”