Les Secrets de Loly Boost Curl hair gel

Les Secrets de Loly is a French hair care brand founded in 2009 by Kelly Massol. Originally started in her own kitchen, the brand was born out of a desire to provide natural, high-quality products specifically for textured hair (wavy, curly, and coily). The brand quickly gained a loyal following due to its inclusive approach and effective, largely natural formulations.

While the brand's roots are in France, its success led to industrialization. In the mid-2010s, production moved from small-scale laboratory settings in France to professional facilities, including manufacturing sites in Belgium to handle growing demand. Today, the products are widely distributed across pharmacies, specialized retailers like Sephora, and major supermarkets.

As of recent financial developments, the Italian private equity firm Quadrivio Group, through its Lifestyle Fund II, acquired a majority stake in the brand. This acquisition, supported by other investment partners, aims to fuel the brand's international expansion beyond its core French market, while founder Kelly Massol remains deeply involved as a shareholder and creative force.