Loops Beauty Taps Camila Mendes As Partner, Creative Director
The skin care brand has teamed with the “Riverdale” actress in advance of its nationwide rollout at Ulta Beauty next month.
Tapping of-the-moment celebrities to buttress its creative direction has proved fruitful for Loops Beauty once before, and with its latest partnership, the skin care 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 creative director ahead of its launch at 450 Ulta Beauty doors Aug. 1.
“No one'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 a tremendous, astute taste for what is happening in the skin care world."
In her new role, Mendes will support and advise the brand in its product development, sustainability initiatives, event ideation, social media strategy and influencer partnerships.
“I feel like this is a completely new role that I've started to be interested in,” said Mendes, for whom this partnership marks her first foray into the beauty business. “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.”
Mendes succeeds model Emily Ratajkowski as creative director of the