DECIEM has announced the launch of its new body and lifestyle brand LOOPHA. The upcoming launch marks a return and expansion for LOOPHA, which was originally soft-launched in 2017 and is still frequently requested by consumers. The brand will be launching at 2:30 PM on 26 September at loopha.com.

LOOPHA is being developed with a modular fragrance approach to enable layering across the brand portfolio. Treatment products, expected to launch in 2025, will be included in the brand’s “Elevate” category and use a base fragrance note only, which complements each of the fragrances found within the “Cleanse” and “Condition” categories.