The label is also launching into bricks-and-mortar for the first time with Ulta Beauty
Face mask brand Loops has brought Camila Mendes, star of cult teen series Riverdale, onboard as Partner & Creative Director.
The actress’ beauty entrepreneurial debut will involve her spearheading product development, driving brand growth with respect to sustainability and overseeing the brand’s retail expansion into Ulta Beauty.
“I’m thrilled to join Loops to bring the brand into its next phase,” said Mendes.
“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.
“In taking on new roles in my career, my skin care routine is where I really reset from the day and nourish myself. Loops helps me maintain my routine in the most effective way possible, so I'm excited to help grow a brand that is authentically part of my everyday life.”
Loops, which launched in 2020, specialises in targeted hydrogel face masks.
As part of its expansion into Ulta Beauty from 1 August, the brand will be available across the US in 450 doors, as well as online.
Loops had already established a relationship with Ulta Beauty, joining its online assortment in December 2021 as part of the chain’s emerging beauty brand platform Sparked at Ulta Beauty.
“We couldn't be more excited for Cami to join the Loops family,” commented Colin Peek, founder and CCO of Syllable, the company behind Loops.
“She's an extraordinary partner and creative collaborator who truly embodies the life and energy of our brand.
“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.”
While this is the first time Mendes has taken on an entrepreneurial role with a beauty player, the actress has long been in demand as a brand ‘face’ since Riverdale hit screens in 2017.
In 2018, Mendes fronted the John Frieda Your Hair Talks, Make a Statement campaign for the Kao-owned brand and she became a spokesperson for P&G’s deodorant brand Secret in 2019.
In 2020, Mendes joined pop stars Normani and G.E.M. for make-up label Urban Decay’s Pretty Different initiative, aiming to challenge cultural norms.
Mendes plays central character Veronica Lodge in the Archie comic-inspired CW series, which is now in its fifth season.