LOoPHA – Building for launch and longevity
COMPANY
LOoPHA (DECIEM)
year
2025
ROLE
Lead Product Designer
SCOPE
OVERVIEW
Infrastructure before acceleration
Led design system creation and website development for LOoPHA, a new incubator brand and extension into the hand and body wash category.
The goal was to launch quickly while building a foundation that could support future growth.
THE CHALLENGE
Different category, shared ecosystem
LOoPHA needed to stand apart from clinical skincare brands while operating within shared technical systems. It also introduced a new product category to an audience primarily familiar with facial skincare, requiring clear storytelling and simplified education.
THE SOLUTION
Build once. Scale easily.
Established a modular design system before launch to ensure consistency and flexibility. Designed a clean, conversion-focused website structure that could support new product drops and campaigns without structural changes.
This allowed the team to move quickly while keeping long-term scalability in place.
LOoPHA Homepage Wireframes
LOoPHA Platform Design Mockups
Cura
