In this story 7 parts
Loop sells earplugs like a fashion drop and explains them like an engineer
What they get right
- Collabs that cost $5 more than the plain pair, so the story is the premium.
- A Virtual Try-On that lets you hear the product before you buy it.
- Every earplug sold by its moment: sleep, concerts, parenting, travel.
86 Brand Tested Score (A) · Listed, No. 2 in Health & Wellness · The full grade
Paris Hilton was already wearing them
The homepage opens on Paris Hilton in pink and four words: “Loud world. Iconic composure.” Under them: “Introducing the earplugs for icons who deserve better than background noise”1.
The collab works because nobody had to invent it. Hilton told WWD that “they’re something I was already wearing,” and that “At festivals, I wear Loop Experience”6. Loop's own launch release puts it in one line: “The best collaborations don't invent a story”5. Her pair is Loop Engage 2, the earplug built for conversations, and the product page sells it with three jobs: “Clear conversations,” “Selective attention,” “Iconic composure”3.
Four worlds, three earplugs, and $5 for the story
The “Our exclusives” row puts Paris Hilton next to Tomorrowland, Harry Styles' Pleasing and McLaren Racing1. Underneath the finishes, it's three earplugs Loop already sells. Paris Hilton x Loop Engage 2 is $39.95 against $34.95 for plain Engage 2. The Tomorrowland and Pleasing versions of Experience 2 are $39.95 against $34.95. McLaren Racing x Loop Switch 2 is $64.95 against $59.954.
That's the move to learn from. Loop doesn't engineer a new product for every partner. It puts a new color, a case and a name on a proven pair, and every partner brings a crowd that already cares: festival fans, F1 fans, Harry fans, Paris fans. In Loop's words, the point is making hearing protection feel “less like something you have to wear and more like something you want to”8.
You can hear this product through a screen
Right under the Loop Dream name and rating is a button that says “Click to try.” It opens a full-screen “VIRTUAL TRY-ON” with one instruction: “Hear everyday sound - then how earplugs can improve it. Headphones recommended”2.
Earplugs have the same problem as perfume online: the whole product is a feeling you can't get through a screen. A spec like “27 dB (SNR) noise reduction” is accurate and hard to picture2. Loop plays you the before and after instead, so the shopper hears the room go soft before they spend $49.95. It sits right where the doubt lives, next to the price.
Every earplug is sold by the moment you'd wear it
Halfway down the homepage, the range turns into photo cards of people, not product shots: “Best for sleep,” “Best for events,” “Best for parents,” then travel, all day and school. Each card names a moment, then the pair: “Restful nights with Loop Dream™,” “Safer, crisper music with Loop Experience™ 2,” “Present moments with Loop Engage™ 2,” “Stress-free trips with Quiet™ 2”1.
Nobody shops for decibels. People shop for a full night next to a snorer, or a show they want to leave without ringing ears. Six moments, six answers, and a first-timer finds the right pair without learning what SNR means. It's one of the clearest product menus in wellness.
Two friends with tinnitus built the earplug they wanted to wear
Dimitri O and Maarten Bodewes started Loop in Antwerp in 2016. The homepage tells it in one line: “From studying engineering, to a shared love of music and nightlife, the pair had a lot in common to bond over. Including tinnitus”1. Their mission, in Loop's words, is “to break the stigma around hearing protection”5.
It's working. Loop says it has sold over 20 million earplugs and has more than 250 full-time staff, with offices in Antwerp, Amsterdam, New York and Shanghai7. It was named to TIME100's Most Influential Companies in Wellness for 20265. The pairs look like jewelry, so the site does the engineering talk out loud: “30,000+ hours of testing,” “6,000+ acoustic measurements,” “40+ industry-leading engineers”1. Making people want to be seen in earplugs is the hard part of this category, and Loop did it.
Where they are now
As of Oct 21, 2026, the store is live, the homepage carousel includes the Paris Hilton slide, and the top bar reads “Move fast: Free gift with the McLaren Racing bundle”1. The Paris Hilton pair went on sale worldwide Aug 185, Amnesia Ibiza x Loop Experience Plus followed Sep 1 for the club's 50th year8, and Loop Eclipse, a sleep mask and Loop's first product beyond the earplug, launched Sep 107. In October Loop is marking ADHD Awareness Month with Hilton, who has spoken openly about having ADHD9,6, and it posted a guide for Amsterdam Dance Event, which runs Oct 21 to 2510.
Use one review number everywhere
Loop has a lot of happy customers, and right now it counts them three ways. The homepage trust row says “100,000 +” five-star reviews1. The Loop Dream and Paris Hilton pages say “55,000+ 5 star reviews”2,3. The review widget under the Loop Dream name shows 3.8 from 14,191 reviews2. Each number can be true on its own terms, across products, stores or time. A shopper just sees three numbers that don't match. Pick one count, add a few words on what it covers, and use it the same way on every page. Three numbers become one fact, and the proof Loop already has gets to do its job.
See the full breakdownEvery area score, the tools, more captures and the facts
Three photos, three jobs, one pink pair
The Paris Hilton page gives the pair three jobs, each with a campaign photo: “Clear conversations,” “Selective attention,” “Iconic composure.” Further down, the copy lands the joke: “Because not every noise deserves your attention. And being selective with it? Iconic”3.
The engineering numbers sit right next to the product
Under the collabs, the homepage switches voice: “A decade of scientific research,” then four numbers, “14 million+ Loopers,” “30,000+ hours of testing,” “6,000+ acoustic measurements” and “40+ industry-leading engineers”1. Fashion on the first screen, lab on the second. Both tones are needed when the product goes in your ear.
Three review counts on three pages
The homepage trust row says “100,000 +” five-star reviews, a “2-Year” warranty and “100-day” hassle-free returns1. The product pages say “55,000+ 5 star reviews”2,3. Both may be right. Side by side, they read like two different stores.
A sleep buy box that sells the next sleep product
The Loop Dream buy box shows $49.95, four colors, and the try-on button. Under Add to cart, “100-day hassle-free returns” and “Free shipping over $44” sit next to a “Complete your sleep experience” offer for Loop Eclipse at 10% off2. The new sleep mask gets introduced to the exact shopper who wants it.
Every area we grade
- Brand DNA77
- Site Experience75
- First impression72
- Point of view83
- Proof64
- Path to checkout78
- Story from page to page72
- Product page87
- Tool setup65
Tools they run
Yotpo, Yotpo Loyalty, impact.com, Klaviyo, Gorgias, Intelligems, Meta Pixel, Microsoft Clarity, Replo. From our scan of Oct 22, 2026.
The facts behind this read
- Brand Tested Score 86 (A), listed: Brand DNA 77 (B), Site Experience 75 (B-). Site Experience parts: first impression 72, point of view 83, proof 64, offer 78, consistency 72, site 87, tech stack 65.
- Homepage on Oct 21, 2026: hero slide “Loud world. Iconic composure.” and “Introducing the earplugs for icons who deserve better than background noise.”, announcement bar “Move fast: Free gift with the McLaren Racing bundle”, and an “Our exclusives” row with Paris Hilton x Loop Engage™ 2 at $39.95, Tomorrowland x Loop Experience™ 2 at $39.95, Pleasing x Loop Experience™ 2 at $39.95 and McLaren Racing x Loop Switch™ 2 at $64.95.
- Plain versions on Oct 21: Loop Engage™ 2 $34.95, Loop Experience™ 2 $34.95, Loop Switch™ 2 $59.95.
- Loop Dream page on Oct 21: “$49.95”, “3.8”, “14191 Reviews”, a “Click to try” button, “55,000+ 5 star reviews”, “100-day hassle-free returns” and “Free shipping over $44”. The try-on overlay reads “VIRTUAL TRY-ON” and “Hear everyday sound - then how earplugs can improve it. Headphones recommended.”
- Homepage trust row on Oct 21: “100,000 +” “five-star reviews”, “2-Year” “warranty”, “100-day” “hassle-free returns”. Science block: “14 million+ Loopers”, “30,000+ hours of testing”, “6,000+ acoustic measurements”, “40+ industry-leading engineers”.
Sources
- Loop Earplugs US homepage, us.loopearplugs.com, captured Oct 21, 2026, desktop 1440 and phone 390, logged out.
- Loop Dream page, us.loopearplugs.com/products/dream, captured Oct 21, 2026, including the Virtual Try-On overlay.
- Paris Hilton x Loop Engage 2 page, us.loopearplugs.com/products/engage-paris-hilton, captured Oct 21, 2026.
- Loop product pages for Engage 2, Experience 2 and Switch 2, prices checked Oct 21, 2026.
- Loop Earplugs press release, “The most iconic thing Paris Hilton is wearing this summer? Boundaries for your ears,” Aug 19, 2026, loopearplugs.com.
- WWD, Kanika Talwar, “EXCLUSIVE: Paris Hilton Collaborates With Loop Earplugs,” Aug 19, 2026, wwd.com.
- Loop Earplugs press release, “From sound to light: Loop enters the sleep mask category with Loop Eclipse,” Sep 10, 2026, loopearplugs.com.
- Loop Earplugs press release, “Amnesia Ibiza and Loop Earplugs Celebrate 50 Years of Club Culture With Limited-Edition Collaboration,” Sep 1, 2026, loopearplugs.com.
- Loop Earplugs blog, Allison Willis, “ADHD Awareness Month: Less Noise, More You,” Oct 1, 2026, loopearplugs.com/blogs.
- Loop Earplugs blog, Allison Willis, on Amsterdam Dance Event 2026, Oct 20, 2026, loopearplugs.com/blogs.
- Brand Tested Brand Tested Score grade and storefront scan, methodology v2.0. The full grade.
We captured us.loopearplugs.com (Loop's US store), the Loop Dream page and the Paris Hilton x Loop Engage 2 page on Oct 21, 2026, logged out, on desktop and phone, with the cookie banner accepted and the welcome-offer popup closed. We opened the Virtual Try-On with its own Click to try button. The homepage hero is a rotating carousel; we show it on the Paris Hilton slide. Every image below is a crop from those captures. Scores are our opinion. How we score. Brand names and page images appear only to identify and comment on the brand we cover; Loop Earplugs has not endorsed or sponsored Brand Tested. No brand or app on this page paid to be here, and none of the links on it earn us anything. How we make money.
The Brand Tested Score measures how distinct a brand is (Brand DNA, 40%) and how well its own online store sells (Site Experience, 60%). Scores are Brand Tested’s opinion, built from public storefront pages and the apps we detected on the scan date and our published v2.0 methodology. They aren’t statements of fact about any company. See something wrong? Request a correction.
