Quilvest Capital Partners announces that it has signed an agreement to acquire a minority stake in Les Secrets de Loly, a premium natural haircare brand dedicated to the beauty of textured hair. The president and founder of the brand, Kelly Massol, will retain a majority stake.

About Les Secrets de Loly

Founded in 2009 by Kelly Massol, Les Secrets de Loly designs and markets premium haircare products (shampoos, conditioners, treatments and styling products) using natural ingredients, that are specifically designed for textured hair (wavy, curly and frizzy). Driven by the quality of its products and the strength of its brand, the company has grown exceptionally in recent years and has established itself as a leading player in France within the space.

Starting as an online blog giving tips and advice on curly haircare, Les Secrets de Loly rapidly amassed an engaged community following and began creating its first products in the Parisian kitchen of its founder in 2009. The brand is now followed by more than 170k users on Instagram and offers a targeted range of 15 products, with 3 more Ecocert-certified products in the pipeline for 2022. Les Secrets de Loly is sold through a high-quality distribution network with notable strength in France and through premium retailers as well as hair salons.

Les Secrets de Loly’s strategic plan focuses on accelerating growth through product innovation and the opening of new distribution channels, both in France and internationally. Quilvest intends to support this growth, in particular by allowing the company to benefit from the strength of its international network.

For more information, visit https://www.secretsdeloly.com/.