Les Secrets de Loly

Les Secrets de Loly is a French haircare company that specialises in natural products for textured hair — wavy, curly, coily and kinky. It was founded in Paris in 2009 by Kelly Massol, who is also known by the nickname "Loly." The company describes itself as the first French brand devoted to natural products for textured hair, and on its homepage cites Euromonitor data in calling itself France's number-one textured-hair brand as of 2024 [1].

The brand grew from an online community into a multi-channel business. By the mid-2020s its products were sold through roughly 6,000 points of sale across 56 countries, including a partnership with the Sephora retail chain from 2023 [5].

Before there was a product line, there was a forum. From 2004 to 2005, Kelly Massol ran an online community called "Boucles et Cotons" (Curls and Cottons), dedicated to natural hair, homemade formulations and her own tips. According to editorial coverage, it grew to nearly 30,000 members who exchanged daily on natural hair care and self-affirmation [7].

In 2009, at the age of 25 and with only €1,500, Massol created Les Secrets de Loly, beginning by making natural hair products herself [5][7]. The founder's surname is given as Massol consistently across French Wikipedia and editorial profiles, though the company's own founder page refers to her only as "Kelly" or "Loly." The two are the same person; the brand name itself derives from her nickname.

The company began exhibiting at the Foire de Paris trade fair in its founding year and joined the Natural Hair Academy event in 2012. A turning point came in 2017, when production was industrialised and manufacturing moved to a factory in Belgium [5].

Wider retail distribution followed in 2020 through the French chains Marionnaud and Monoprix; that year, the company says, it became the first French textured-hair brand featured in prime-time television advertising. A second television campaign, "My Hair My Power," ran on the broadcaster M6 in 2022. Reported revenue rose over the same period, from €150,000 in the first year to €35 million in 2024 [5].

Les Secrets de Loly remained founder-led through its growth. In 2022 it received a growth investment from Quilvest Capital Partners, a private-equity firm [5]. The available sources describe this as an investment rather than a full acquisition, and no parent company or change of control is recorded.

The brand positions itself around textured hair of every kind, using the line "the brand of all textures." Its stated approach pairs natural-origin formulas with a community message of self-acceptance, aimed at a customer base that editorial coverage describes as centred on Black and mixed-heritage beauty [7]. The company organises its range around a simple four-step routine — cleanse, detangle, hydrate and nourish.

The line is built on shampoos, conditioners, leave-in treatments, styling products and scalp care, extending to ranges for children and babies. Recurring ingredients named in third-party coverage include shea butter, jojoba oil and mango. Signature products include the Perfect Clean shampoo, the Kurl Nectar leave-in and the Sérum Croissance growth oil, each of which the company lists as an award winner in its category between 2017 and 2019.

On formulation, the company states that its shampoos and treatments are made with more than 96% natural-origin ingredients, and that they are free of sulphates, silicones, alcohol and mineral oil [1]. One editorial profile puts the figure slightly higher, at 97% [7]; the difference is minor, as the brand's "more than 96%" claim encompasses that value. The products carry the COSMOS Natural label certified by Ecocert Greenlife [4].

According to the company, all of its packaging is recyclable, including the cap, and its shipping cartons and packing materials are made from recycled cardboard. It also says deliveries within the Paris region are handled through a "Green" transport service [4].

The brand's products received "best in category" recognitions for the Perfect Clean shampoo (2017), the Kurl Nectar leave-in (2018) and the Sérum Croissance oil (2018 and 2019). In 2022, founder Kelly Massol was named Woman Entrepreneur of the Year at the CEO Awards [7]. She has also appeared as an investor on the French television programme "Qui veut être mon associé?" on M6.

The company is active. It operates a live e-commerce site, maintains its Sephora partnership and reported rising revenue through 2024, the most recent year covered by the available sources.