Deciem, the parent company of The Ordinary, launches a new body care brand

Deciem, the parent company of The Ordinary, is launching a new body care brand, Loopha, which is described as a "scented" home and self-care lifestyle brand with a "scientific soul".

It is the result of Deciem's recently "restarted" incubation engine, launching on September 26 in three product categories: cleansing, conditioning and lifting. "With a wealth of experience in active skin care and a fragrance archive that has been waiting to be shared, Deciem Labs has created Loopha as a high-performance playground of fragrance, form and function," Deciem said in a statement. "This approach fully leverages Deciem's authority in the field of active ingredients, and its products are formulated to deliver transformative results."

The range has been developed in a "modular" fragrance format, allowing consumers to layer products across the brand's portfolio. It includes Broadleaf Forest Hand Wash + Body Wash, which is scented with cool cedar, dry patchouli and warm vetiver. Meanwhile, Oud & Amber Hand + Body Wash is scented with bergamot and tonka bean. Chalk Hand + Body Wash, with mint and saffron, will launch in late October, and treatments in the Condition and Elevate categories are expected to follow in 2025.

Estée Lauder (ELC) launched its new body care brand after completing its $1.7 billion acquisition of Deciem in May 2024. The U.S. luxury giant acquired the remaining stake in the company for about $860 million and said the acquisition would help expand its skin care portfolio. Canada-based Deciem boosted ELC's third-quarter 2024 results after a sluggish quarter in the previous quarter.