Loop grew by selling earplugs for every mood.
A concert earplug repositioned for sleep, focus and noise in 2020, sold in English-speaking markets first and advertised in batches of use-case ads.
BLOOM10X did not work with Loop Earplugs. This breakdown uses public sources only, linked below.
- 2018Sells 4,500 pairs of a concert earplug
- 2020Covid stops concerts; repositions as “Your life, your volume”
- 2022$47M revenue; Tomorrowland collab
- 2024€190M ($219.7M) revenue
- Oct 2025Back in US stores: 600 Targets
- Nov 20262,196 live US Meta ads, our count
What the public numbers add up to.
Revenue by year
One earplug line, many reasons
Five plays behind the growth.
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Sell a feeling, not ear protection
When Covid stopped concerts, monthly sales fell from about $100,000 to under $20,000 (CNBC, Oct 2023). Loop swapped “Protect your ears in style” for “Your life, your volume” and pitched sleep and focus.
Today 60% of its buyers are new to earplugs (Retail Brew, Nov 2025).
Copy this: list every situation customers use you in, from reviews, and give each one its own ad and its own line on the product page. Creative →
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Launch ads in batches, one per use
The Loop page had 2,196 active US ads on Nov 10, 2026. Its 50 newest were created in one 13-minute upload under 12 headlines: sleep and comfort (16), focus (8), “13 million happy fans” (7), the new Eclipse (4) and general lines (15).
Copy this: plan ads as a grid of use cases times formats, then upload the grid at once. Creative volume →
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Win English-speaking markets first
Belgium is under 2% of revenue. Almost half comes from the US, then the UK, Canada and Australia (Forbes, Oct 2025).
Packaging small enough for a letterbox cut shipping costs as it scaled, Forbes reports.
Copy this: open your second market where your ads, reviews and creators work without translation. Meta ads →
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Run TikTok as a sales channel
In TikTok’s own case study, Loop’s UK campaign hit a CPA 26% under its UK average and drove 13% of UK sales. Loop says 2024 sales volume rose more than 4x at a 10% higher CPA (TikTok for Business).
It rotated recent winners in and paused tired ads throughout the 8-month run.
Copy this: run your best Meta winners as Spark Ads with creators before you make TikTok-only content. Partnership ads →
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Borrow fans with collabs
Tomorrowland custom models came in 2022, then Coachella, McLaren and a $120 Swarovski pair (Forbes). The US site now sells Paris Hilton, Amnesia Ibiza and Tomorrowland editions (Loop, Nov 2026).
Copy this: pick one partner whose fans already have your use case, and launch a limited color to your list first. Retention →
Loop Quiet 2 on a phone.
- 1“Tap to try” above the nameThe first button on the page lets a shopper see the product before reading anything.
- 24.2 stars, 13,252 reviewsLower than many DTC pages show, and kept visible.
- 3$24.95, the entry priceOur math: free shipping starts at $44, so one pair is $19.05 short and a second pair ($49.90) clears it.
- 4Personalize your case, +$6A one-tap add-on before the cart button.
- 5100-day returns, free shipping over $44Both promises sit right under Add to cart.
2,196 live ads, sorted by use.
What the 50 newest ads lead with
Three uses in one box
Each line names a product and its moment: focus, live gigs, social. It closes on “100-day, hassle-free returns.”
The objection as the hook
“Want to try Loop earplugs but can’t pick just one?” The answer is the Deluxe Bundle, with a free Mute Pack in the link line.
A collab with a deadline
“Official Tomorrowland earplugs, limited edition,” with “Grab yours before they sell out.”
How far is your ad library from theirs?
How a Loop bundle ad is built.
- 1The offer firstThe copy opens on saving, not on hearing damage.
- 2Three buyers in one adFocus, live gigs and social each get an emoji and a product name.
- 3Scale shown by a hand“3 pairs 1 box” over three earplugs in a palm.
- 4Risk and proof in the footer100-day returns in the copy; “13m+ fans” under the link.
Our wireframe of Loop’s ad 28892186693725035 in the Meta Ad Library, seen Nov 10, 2026. Not a copy of the ad.
Three Shorts, three use cases.
“We very strongly had a pull from our customers saying, ‘Can you please get to a place where I can buy them right now?’”
“If you look at Lando Norris, for example, he’s also a party boy, so when he wears these products, it comes across authentic.”
Read it with four caveats.
- The pivot was forced. Loop was “two weeks away from not having any money” in 2020, co-founder Maarten Bodewes told CNBC. It had to find new uses fast.
- Spend follows margin. Putting about 35% of revenue into ads works for a small, cheap-to-ship product. Bulky or low-margin goods can’t copy the ratio.
- The TikTok numbers are TikTok’s. The case study is the platform’s own, with its agency partner. Treat the percentages as claims.
- What we’d change: send each use-case ad to the matching quiz answer or product, not one shared page.
Seven moves for a $1M–$10M brand.
- List every use case from your reviews and give each an ad. Creative
- Upload ads as a use-case grid, not one at a time. Creative volume
- Set your free-shipping line just above two units. Raise AOV
- Add a one-tap upgrade on your entry product page. Conversion
- Run winners as Spark Ads with creators on TikTok. Spark Ads guide
- Check what a second market costs to win. CAC calculator
- Pause use-case ads before frequency climbs. Ad fatigue
Where every number comes from.
- Simone Melvin, “How Loop Earplugs Turned Down The Volume For Gen Z And Dialed Up Massive Revenue,” Forbes, Oct 25, 2025. forbes.com
- Andrew Adam Newman, “How Loop Earplugs made ear protection trendy,” Retail Brew, Nov 7, 2025. retailbrew.com
- “Loop Earplugs: How childhood friends’ startup brings in millions,” CNBC Make It, Oct 10, 2023. cnbc.com
- “Loop Earplugs,” TikTok for Business case study (with agency TRGT Digital), undated, viewed Nov 10, 2026. ads.tiktok.com
- Loop, “The Founders Story” and product “best for” lines, viewed Nov 10, 2026. loopearplugs.com
- Loop US, Quiet 2 product page, quiz, bundles and collab editions, viewed Nov 10, 2026. us.loopearplugs.com
- Meta Ad Library, active US ads for the Loop page (count and the 50 newest ads), viewed Nov 10, 2026. facebook.com/ads/library
- Loop Earplugs, official YouTube channel, videos bEMqOXuYe38, lSzY09bmfZ0 and iLV9E1LKt2o, view counts read Nov 10, 2026. youtube.com/@LoopEarplugs
