Just one year after launch, this earplug brand sold over one million pairs. By the first half of this year, Loop’s annual revenue had already hit around €190 million ($206 million). Founded by two Belgian guys who loved going to concerts and nights out, Loop broke out in a crowded, price-driven earplug market. Consumers are even happy to spend $60 on this small luxury.
Today, we’re diving into how they standout and why almost no one else in the earplug game has come close.
Let’s look at the essentials:
- المنتج: Concert earplugs
- Average price: $22–$60
- Founders: Live Music lovers Maarten and Dimitri
- Revenue: €190 million ($206 M) by the first half of this year
- Selling point: Filter noise & keep music clear
Spotting a Niche Idea After Concert
Maarten and Dimitri were two twenty-something Belgians with a serious love for nightlife, whether it was clubbing, music festivals, or concerts, they were always in the front row. But one night, they walked away with a harsh ringing in their ears—known as tinnitus, often triggered by prolonged exposure to loud noise. In fact, sound levels above 110 dB can start damaging your hearing in as little as two minutes, and standing close to those stage speakers easily pushes you past that threshold.
They weren’t the first to notice this. Some festivals do hand out disposable foam earplugs, but those tend to muffle the music and feel uncomfortable. The rest of the market is filled either with clinical plug styles or high-end pro-musician gear that costs hundreds of dollars.
And there was nothing out there truly made for everyday music lovers. It needed to protect hearing, keep the music sound clear, and look stylish at the same time. So Maarten and Dimitri decided to solve it themselves. What started as a personal frustration quickly turned into a light-bulb moment with the potential to change the earplug market.
How a Design Choice Became Competitive Edge
First, let’s take a look at their very first design. The photo below shows the initial product launched in 2018, paired with both foam and silicone tips, along with the signature loop at the end. That loop is the key to how it works. Most earplugs sound bad because they block the ear. With Loop, sound waves enter through a small opening in the ring and travel down a hollow acoustic channel, preserving clarity while reducing volume.
What made this design stand out?
- Unique look: The ring shape doubles as the acoustic channel’s shell and a highly recognizable brand signature.
- Mass-market appeal: A pro acoustic filter reimagined as a stylish accessory for festivals and high-energy events.
- Clear storytelling: Rather than “reduces noise by 20 dB,” a simple product breakdown shows how it works for anyone.
The shift from foam to silicone might have seemed like just a design choice. It did follow fashion trends, giving the product a sleeker look, but more importantly, it improved durability and comfort. It clicked with the core audience Loop wanted to win over: the music festival crowd. They care about hearing every beat clearly while keeping their ears safe. And silicone does preserve more musical detail compared to foam.
From Prototype into Production
The product itself is basically a plastic body with silicone tips. What really makes it work is the filter and mesh inside that soften the sound without killing the music. From day one, Maarten and Dimitri each invested around €40,000 into developing and testing prototypes. 3D printing was their go-to choice, and it still is today.
So, how many steps from prototype to a final product?
- Set the target sound: For example, keep the punch of low-frequency drum beats while softening harsh high notes.
- Model the design: Sound engineers create a model of the internal structure, filter, and mesh dimensions on a computer.
- Simulate and refine: Adjust the design until the simulated results match the target sound.
- 3D print the prototype: Test it in real-life settings, make further tweaks if needed.
- Create the mold for production: Once satisfied, move from prototypes to mold-based manufacturing.
When the Market Paused, They Scaled Others
When the pandemic hit and every outdoor concert and music festival shut down overnight, Loop’s main market dried up. But Maarten and Dimitri saw it as the right time to branch out. They realized everyone experiences sound differently, depending on their needs. That opened up plenty of opportunities to create more tailored solutions for different groups, like sensory-sensitive users, people on the autism spectrum, and professionals who need focus at work.
Using the existing design and supply chain, they adjusted the acoustic parts to offer different levels of noise reduction. They also launched accessories like carry cases and lanyards, boosting revenue, keeping customers engaged, and turning every product into a way to reinforce brand recognition in everyday life.
Marketing Where Customers Live, Play, and Search
When it comes to marketing, Loop stuck with its winning move: breaking the market into clear lifestyle segments. They worked with creators in each niche to create content that speaks directly to those audiences, and even teamed up with festivals like Tomorrowland. Festival-goers could easily buy the limited editions right at on-site stores.
Now, Loop’s website pulls in about 1 million organic visits a month. On top of the social media buzz driving a big chunk of branded searches, their smart SEO also does the heavy lifting: targeting high-traffic, high-intent keywords like “ear plugs for…,” and covering almost every possible use case.
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