Behind every major brand, there is often a unique story. Kelly Massol’s story began in 2009 with 1,500 euros in her pocket and a belief: that women with curly, frizzy, and kinky hair deserved products designed for them. Fifteen years later, this French woman has become one of the most influential figures in the beauty industry.
However, nothing indicated that she would eventually live this success story. Kelly Massol was abandoned by her mother when she was six months old. She lost her grandmother, who had taken her in, when she was eleven. Four years later, the teenager asked to be placed in foster care to make a better life for herself. Her uncle Marc was still there for her, giving her the nickname Loly and believing in her. It is in his honor that she named her brand “Les Secrets de Loly.”
“Les Secrets de Loly,” a brand born out of a lack
Observing the lack of options in the cosmetic market for textured hair, she decided to take matters into her own hands. From her kitchen, she conducted tests. Kelly sold online while continuing to work for Social Security. When her employer asked her to choose between her job and her project, she resigned in 2012.
The daring gamble paid off. The brand gradually established itself as a major reference, now distributed in over 6,000 retail outlets in France and internationally. The numbers speak for themselves: 23.9 million euros in revenue in 2023, around 35 million in 2024, and projected to reach 200 million euros by 2025. A trajectory worthy of respect.
An estimated fortune of 80 million euros
This entrepreneurial ascent naturally translates into financial success. According to various estimates reported in the economic press, Kelly Massol’s personal fortune would now be around 80 million euros, largely thanks to her brand “Les Secrets de Loly.” In addition, she earns income from her speaking engagements, openly stating her fee: “Today, I say it without blushing: I charge 20,000 euros per hour.”
“Les Secrets de Loly” is sold in 56 countries and 4,000 retail points. In addition, Kelly Massol has launched a hairdressing school in Paris. It goes to show, one must always believe in their dreams and fully commit to their projects. It can change a whole life!
