Colour-kinematics duality is a remarkable property of Yang-Mills theory. Its validity implies a relation between gauge theory and gravity scattering amplitudes, known as double copy. Albeit fully established at the tree level, its extension to the loop level is conjectural. Lifting the on-shell, scattering amplitudes-based description to the level of action functionals, we argue that a theory that exhibits tree-level colour-kinematics duality can be reformulated in a way such that its loop integrands manifest a generalised form of colour-kinematics duality. Moreover, we show how the structures of higher homotopy theory naturally describe this off-shell reformulation of colour-kinematics duality.