Loops launches first lip care-focused products
Loops, the K-beauty brand, is best known for its face masks, which tackle an array of skincare concerns.
The brand will continue to tackle the beauty concerns of its consumers with its first launch into the ever-growing and popular lip care category, introducing Dew Cloud Ultra Hydrating Lip Mask and Dew Cloud Ultra Hydrating Mask. Both are designed to give instant dewiness to the face and lips.
To learn more about the launch, Inside Beauty spoke to Atlanta de Cadenet Taylor, head of brand marketing for Loops.
Inside Beauty: Can you tell us a little about the new Dew Cloud Hydrating Lip Mask and the Dew Cloud Ultra Hydrating Face Mask?
Atlanta de Cadenet Taylor: Coined 'The Ultimate Hydrating Duo,' our new face and lip mask are the perfect pair as we head into the winter months, and our skin is craving extra hydration.
Like the full Loops masking assortment, both the Dew Cloud Ultra Hydrating Face & Lip Mask provide the four key benefits, backed by four key ingredients.
The Dew Cloud Ultra Hydrating Face Mask is designed to rehydrate, restore, and revive worn-out skin into a dewy miracle. This mask provides next level hydration at a cellular level, making it suitable for all skin types. It delivers waterlight hydration that leaves skin firmer, smoother, and more refreshed in just 10 minutes, making it an instant oasis for dull, dry skin.
The Dew Cloud Ultra Hydrating Lip Mask provides deep nourishment for delicate lips, working to prevent moisture loss and premature aging. More than just a balm, this lip mask creates a protective matrix that shields against pollution and keeps lips feeling soft, plump, and smooth all day. Ideal for use anytime, anywhere, it offers an ultra-moisturizing kiss of comfort whenever lips need a boost!
Both products were developed in South Korea, focusing on hydration, barrier protection, and anti-aging, making them ideal for addressing common skin concerns like dryness, wrinkles, and pollution damage.
IB: Why was now the right time for LOOPS to expand into the lip care segment?
AdCT: We’re always thinking about lips as a key part of one’s skincare routine. We currently have a hydrogel lip mask in our assortment, and have wanted to expand for a while. Given the growing demand for effective lip care among consumers and the numerous requests from our community members. We felt confident that a new lip mask formulation would resonate well as consumer’s usage increased with the changing seasons.
As a brand known for high-performance, hydrogel face masks, creating the Dew Cloud Lip Mask was a natural extension of our ethos—offering complete hydration for both face and lips. On top of that, launching this product as the colder months approach allows us to address a timely need, as lips become drier in winter. By expanding lip care, we’re not only responding to what our customers want but also providing a more complete skincare experience.
IB: Why is this new category launch so significant for the brand as a whole?
AdCT: It’s significant because it is a peek into our new product development pipeline and the innovation we want to continue to deliver in the masking category. More than a new category launch, we think of it as an extension of hydration from face to lips.
IB: Can you tell us what inspired the brand to create the Dew Cloud line and how it differs from other masks from Loops?
AdCT: Dew Cloud started as a single product, our signature Hydrogel Face Mask, designed to fulfill our communities’ requests for everyday hydration, and their desire for dewy skin. As we finalized development and launch timing for the face mask, we were hearing from our retail partners that lip product demand had spiked, and simultaneously receiving inbound requests for more lip products from our community…specifically hydrating lip products.
The Dew Cloud Ultra Hydrating Lip Mask was born from the perfect combination of these factors - so today, at launch, we have the ultimate hydrating duo.
IB: Are there plans to expand the line?
AdCT: We are always evaluating the current assortment, gathering feedback and evolving categories and products based on industry trends, new innovations, community requests and cutting edge technology in South Korea. Our 2025 product innovation pipeline is full, stay tuned.
We’re evolving beyond face masks and diving into head-to-lip hydration, which has been a request from our community. What makes this even more exciting is the development of our own complexes, like the Miracle Complex (Dew Cloud Face Mask) and Cushion Complex (Dew Cloud Lip Mask). These innovations are at the heart of the new launches, providing deeper hydration and stronger barrier support. It’s a natural evolution for LOOPS and opens up even bigger growth opportunities—like furthering customer engagement, driving sales, and strengthening our presence in the beauty industry as a whole.
Dew Cloud’s four key benefits lend themselves perfectly a hydrating lip mask - and from there Dew Cloud Lip Mask was born.
This line was really created based on our communities' requests for ultra hydrating products and the industry's drive for products that deliver dewy skin. We found that the need was there year round and though the community loves our targeted products they also wanted everyday hydrating solutions.
