New beauty brand Loops launches debut line of hydrogel face masks

The beauty-come-lifestyle brand’s masks are made in Korea and designed to be used from morning until night

US-based beauty brand Loops has launched a debut line of Korean-made hydrogel face masks.

The 7-sku range is said to be blended with key skin benefitting ingredients, such as baobab oil, cactus extract and rice extract, and are designed to be used for specific skin needs from morning until night.

Available for the face is the Sunrise Service, Night Shift, Clean Slate, Double Take and Weekly Rest, alongside a Weekly Reset version for lips and eyes.

Meanwhile, the masks are said to be compostable and are housed in sustainable materials.

Loops was created by the co-founders of brand kick-starter Syllable, Colin Peek, Aditya Julka and Tushar Adya, in partnership with production company Shot Studios.

“The beauty industry can get pretty complicated. What we wanted to do is make a high-quality product that is easy to understand,” said Peek.

“Our ingredients are natural and proven effective, and each mask is made for a specific moment with four key benefits that are clearly identified.

“The whole thing is for the mask to get out of the way - toss on a Loop and get back to whatever you were doing.”

Consumers can buy a pack of five masks from US$20 via loopsbeauty.com.

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