Emily Ratajkowski, the girl with the luminescent skin, has had her hands full lately. The queen of the multi-hyphenate, a businesswoman-actress-model, has conquered everything from clothing (her line Inamorata probably dots your Instagram) and hair (consider those bombshell ads for Kerastase) to writing (she’s spent the last year working on a collection of essays). Today, she adds another industry to her resume as she launches her venture into skincare as the creative director and partner of the celebrity-beloved sheet mask company Loops.
Ratajkowski fell in love with the label while test-driving a bevy of beauty products after being stuck being indoors during COVID-19. “I used to not do sheet masks and now I have gone full circle and I really like them,” she says. When the pandemic started, Ratajkowski says, she got “more interested in beauty and self care.” For over two months of lockdown, she had been with her husband, Sebastian Bear-McClard, and close friends, the Fat Jewish and his wife Caitlin King, who had received several packets of Loops as a gift. The group tried them out, and Ratajkowski was instantly drawn to the packaging and their no-fuss use. “We all did them and were like, ‘These are really nice,’” she says. “They made an impression on me not just because of the product themselves but the packaging and the experience of a sheet mask.” Loops masks are targeted for varied skincare needs, like detoxing post-workout, nighttime moisturizing, and another to induce a “glow” before a major event. Each one is packaged in a delicious-looking candy-hued zip-bag.
Ratajkowski’s appreciation for sheet masks is part of her return to the simpler skin-care she favored before her career skyrocketed. She recalls a moment in 2013 when Emily Weiss of Into the Gloss came over to her apartment to interview her for the website. “I really wasn’t not into skin care or makeup or anything. I wasn’t even someone who really washed my face,” says Ratajkowski. “I was so nervous because Emily Weiss came over, and I made up some of the things I used. I thought I gave them a lot of info and the comments were like, ‘Oh, this girl doesn’t even like skincare!’” Slowly, Ratajkowski began to venture more into the world of expansive skincare: serums, retinols, Vitamin C, and oils. Time at home has inspired her to pare back again. “In quarantine, I went crazy and ordered a bunch of skin-care products,” she says. “One of the things I’ve learned about beauty, I just need the basics and for them to be really good. That was one of the ways that my skin freaked out because I was overusing products.”
The multi-tasking nature of these sheet masks has proven to be beneficial in narrowing her routine. When Ratajkowski filmed a Beauty Secrets video with Vogue back in 2018, she revealed her makeup routine to be somewhat down-to-earth. She prefers to use her fingers for foundation, and often does her own red carpet looks. She’s passionate about blush (lots of it), and says, “I don’t feel like a normal person unless my eyebrows are brushed up.” All in all, her glowy routine took about five minutes. As an appreciator of streamlined beauty, Ratajkowski had partly avoided sheet masks due to her idea that they were laborious and only designated for nighttime. But Loops is made for those in-between, getting-ready, and on-the-go moments. “If have an extra 15 minutes in the morning and I’ve gotten out of the shower, it is easy to throw one on while I’m blow drying my hair or answering my emails,” she says. ”[Then] I can take it off and put my makeup on right then and there.” And the best part? They don’t slide off, Ratajkowski notes playfully. “I could be talking to you on the phone right now and wouldn’t be like, ‘Oh my god, it’s sliding off!’”