A novel, sensitive, simple, and accurate spectrophotometric technique for the determination of Loratadine (LD) drug in pure and pharmaceutical formulations was developed. It was created by the reaction of (LD) and a new organic reagent (A1) prepared from (TCH) and (A) in a base medium. TCH was prepared by heating at reflux of a mixture of carbon disulfide and aqueous hydrazine, while (A) was prepared by thermal melting of a mixture of TCH and nicotinic acid. The absorption of the product of LD and A1 was measured at 466 nm. Linearity ranged between (0.625-30μg.mL-1), molar absorptivity was (17918.92 L / mol.cm), limits of detection and quantification were (0.0705, 0.213 μg.ml-1), respectively. The method was applied successfully for the determination of LD in pure and pharmaceutical formulations.