Inside Loops Beauty’s celebrity creative director strategy

Meg Bedford has always been attracted to startups. Bedford, CEO of Loops Beauty, dabbled in editorial at Vogue before joining Tom Ford and eventually Pat McGrath Beauty, finally landing at Loops in Aug. 2022. Loops, the 3-year-old hydrogel face mask brand, has made a name for itself as a buzzy celeb-loved brand. In Oct. 2020, Loops announced model Emily Ratajkowski as its partner and creative director. Then, in July 2022, Loops appointed “Riverdale” actress Camila Mendes as its partner and creative director. Loops is sold through Ulta Beauty and expanded to Target in February. It was founded by brand incubator Syllable, in collaboration with content production house Shots Studio. Loops offers a variety of need-based face masks, ranging in price from $25-$35 for a bundle of five. The brand also offers a subscription service. According to WWD, Loops was expected to earn between $8 million and $10 million in retail sales in its first year in business.