What Les Secrets de Loly does

Les Secrets de Loly is a privately held French haircare brand that formulates and sells products exclusively for textured hair (wavy, curly, coily, kinky, multi-textured, plus children's hair). The product portfolio is organized around four pre-configured texture-specific routines (Ondulés, Bouclés, Frisés, Crépus) and an underlying SKU base spanning shampoos, conditioners, leave-ins, defining products, scalp care, repair treatments, styling, and accessories, with formulations containing over 96% naturally derived ingredients. Supporting tools include the Diagnostic Capillaire online hair-type assessment and the CLUB LOLY points-based loyalty program.

The commercial model is direct-to-consumer e-commerce through a Shopify storefront (secretsdeloly.com) with multi-language (French, English, Spanish) and multi-currency support, complemented by a small physical 'Points de vente' (retail) footprint. Distribution reaches over 50 countries, and the brand has earned consistent editorial coverage in French beauty press (Marie Claire, Cosmopolitan, ELLE, Femme Actuelle, Femina, Cosmétique Magazine, BIBA). Pricing is consumer-friendly and promotional — free first-order shipping from €35 with code CURLYGANG, regular free shipping from €69, 3x payment from €75, and routine bundles discounted up to 15%.

Revenue is generated almost entirely through one-time direct product sales; no subscription or B2B contracts are disclosed. Strategic priorities visible in 2024-2025 activity include category leadership (Euromonitor 2024 #1 ranking in France for textured hair), assortment expansion (flagship Repair Spray, Weightless Program, styling line), configurability (Routine sur-mesure, customizable travel kits), and international reach.

Name

Les Secrets de Loly

Legal name

Les Secrets de Loly

Website

https://secretsdeloly.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Les Secrets de Loly is a privately held French DTC haircare brand that formulates and sells shampoos, conditioners, leave-ins, repair treatments, and styling products — plus texture-specific routines — for consumers with wavy, curly, coily, and kinky hair, shipping to 50+ countries via its Shopify storefront.

Ownership category

akta.pro rank

Product category

Textured Hair Care Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Baby Haircare (Shampoo, Conditioner, Detanglers) (CRABAJAD)

Keywords

• Textured hair care
• Curly hair products
• Natural hair cosmetics
• Hair care routines
• Scalp care treatments

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of hair care products through their e-commerce platform. Products include shampoos, conditioners, leave-in treatments, defining creams, scalp care, repair treatments, styling products, travel kits, and accessories. Revenue is generated through one-time purchases with promotional codes and bundle discounts (up to 15% on custom routines).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Les Secrets de Loly designs, formulates, and sells hair care products (shampoos, conditioners, leave-ins, defining creams, scalp care, repair sprays, and setting balms) specifically for textured hair types (wavy, curly, coily, kinky, multi-textured, and children's hair). Offerings are packaged into pre-configured texture-specific routines as well as a customizable Routine sur-mesure with up to 15% discount. Products are sold direct-to-consumer via the brand's Shopify storefront and shipped to over 50 countries.

Product overview

Les Secrets de Loly is a French haircare brand specializing in products for all textured hair types (wavy, curly, frizzy, kinky/coily). The core offering consists of pre-configured routines by hair texture (Routine Cheveux Ondulés, Bouclés, Frisés, and Crépus) along with individual product lines including Shampooings, Après-shampooings, Leave-in/Coffants, Soins Réparateurs, and Soins Cuir Chevelu. The product portfolio also includes The Weightless Program for lightweight styling, the customizable Routine sur-mesure with discount benefits, and the flagship Spray Réparateur Sans Rinçage repair spray. Supporting offerings include Diagnostic Capillaire (hair diagnostic tool), CLUB LOLY loyalty program, Trousses de Voyage travel kits, Accessoires, Cartes Cadeaux gift cards, and Enfants & Bébes kids line. Products are formulated with over 96% natural origin ingredients and the brand holds the position of #1 for textured hair in France according to Euromonitor 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• Routine Cheveux Ondulés Pre-configured hair care routine specifically formulated for wavy hair textures (ondulés), combining cleansing, conditioning, and styling steps tailored to wavy curl patterns.
• Routine Cheveux Bouclés Pre-configured hair care routine designed for curly hair textures (bouclés), covering cleansing, conditioning, and curl definition steps.
• Routine Cheveux Frisés Pre-configured hair care routine tailored to coily hair textures (frisés), including rich moisture, definition, and manageability-focused products.
• Routine Cheveux Crépus Pre-configured hair care routine designed for kinky/coily hair textures (crépus), focusing on deep hydration, strength, and breakage prevention.
• Routine sur-mesure Customizable hair care routine builder that lets customers compose a personalized product regimen from the catalog, qualifying for up to 15% off versus buying items individually.
• Spray Réparateur Sans Rinçage No-rinse repair spray positioned as the brand's flagship product, claiming 100% repair in 2 minutes with zero frizz, anti-breakage, and 3D shine benefits for textured hair.
• Sleek Slay Baume Fixant Anti-Casse Setting balm with anti-breakage properties, designed to hold styles for textured hair while reducing breakage.
• Shampooings Cleansing shampoo range formulated for all textured hair types (wavy, curly, coily, kinky) with over 96% natural origin ingredients.
• Après-shampooings Conditioners formulated to detangle and nourish textured hair, used after shampooing.
• Leave-in / Définissants Leave-in conditioners and curl-defining products used to define, moisturize, and maintain curls, coils, and waves between washes.
• Soins Réparateurs Repair and treatment products formulated for damaged, weakened, or chemically processed textured hair.
• Soins Cuir Chevelu Scalp care products specifically designed for the needs of textured hair, addressing dryness, irritation, and scalp health.
• The Weightless Program Lightweight hair care program for textured hair that delivers volume and definition without weighing curls down.
• Trousses de Voyage Curated travel-size hair care kits for textured hair, including a customizable travel bag option (Trousse sur-mesure) launched in 2024.
• Accessoires Hair care accessories including pineapple clips and other tools used to maintain and style textured hair.
• Cartes Cadeaux Gift cards available for purchase on the brand's e-commerce platform, redeemable against the Les Secrets de Loly product catalog.
• Éditions Limitées Limited edition product bundles and special releases offered as time-bound assortments on the e-commerce platform.
• Enfants & Bébés Gentle hair care products specifically formulated for children and babies with textured hair, including a dedicated Bébés sub-line.
• Styling Styling products for textured hair, including finishing and hold products featured as a "HOT" trending category on the storefront.
• Produits pour cheveux colorés Products formulated to protect and care for color-treated textured hair.

Quantifiable outcome

• 100% repair in 2 minutes (Repair Spray)
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor.

• Marie ClaireminorGTM or Marketing PartnerFeatured in Marie Claire magazine, a major French fashion and beauty publication. The brand is highlighted in their editorial content for textured hair care.
• Cosmopolitan FranceminorGTM or Marketing PartnerFeatured in Cosmopolitan France magazine editorial content covering beauty and hair care for textured hair.
• ELLE FranceminorGTM or Marketing PartnerFeatured in ELLE France magazine for beauty and hair care coverage targeting textured hair consumers.
• Femme ActuelleminorGTM or Marketing PartnerFeatured in Femme Actuelle magazine's beauty and lifestyle coverage for textured hair care.
• FeminaminorGTM or Marketing PartnerFeatured in Femina magazine for beauty and lifestyle content covering textured hair care.
• Cosmétique MagazineminorGTM or Marketing PartnerFeatured in Cosmétique Magazine, a professional beauty industry publication covering textured hair products.
• BIBA MagazineminorGTM or Marketing PartnerFeatured in BIBA magazine for beauty and lifestyle content targeting textured hair readers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shea Moisture: Natural-ingredient textured-hair brand with broad shampoo, conditioner, styling and treatment lines. Comparable in natural-ingredient positioning, textured-hair specialization and multi-country retail distribution.
• Pattern Beauty: Premium textured-hair brand offering cleansing, conditioning, treatment and styling products for curly and coily hair. Comparable in texture-specific routine merchandising, premium positioning and DTC-led growth model.
• DevaCurl: US-based textured-hair specialist with a full routine portfolio (cleansers, conditioners, stylers) targeting wavy, curly and coily hair. Highly comparable to Les Secrets de Loly in category specialization, routine-led merchandising and DTC emphasis.
• Innersense Organic Beauty: US clean-beauty textured-hair brand certified organic/clean with full routine offerings. Comparable in high natural-ingredient percentage, textured-hair specialization and salon-plus-DTC go-to-market.
• Camille Rose: Natural-ingredient textured-hair brand with cleansers, conditioners, treatments and styling for curly and coily hair. Comparable on natural-ingredient narrative, texture specialization and DTC-plus-retail distribution.
• Mielle Organics: US textured-hair brand built on natural-ingredient formulations and strong community/influencer marketing. Closely comparable to Les Secrets de Loly in natural-ingredient narrative, textured-hair focus and DTC-plus-retail omnichannel.
• Cantu Beauty: Mass-market textured-hair care brand with shampoos, conditioners, styling and treatment SKUs for curly and coily hair. Comparable on category, routine architecture and breadth of texture-targeted SKUs.
• As I Am: US textured-hair brand with a comprehensive line of cleansers, conditioners, treatments and styling products for curly and coily hair. Comparable in category specialization and texture-targeted routine merchandising.
• Bouclème: UK-based curl-care brand with cleansers, conditioners, treatments and styling products for wavy, curly and coily hair. Highly comparable in European origin, curl-specialist positioning and natural-ingredient formulation ethos.

Broad incumbents

• Kérastase: L'Oréal-owned premium professional haircare brand with overlapping shampoo, conditioner, treatment and styling categories. Comparable in premium haircare positioning and French/European distribution, though not textured-hair specialized.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCbLQpZxX5lI5YtCxR6vVQtA
• LinkedInlinkedin.com/company/les-secrets-de-loly

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Les Secrets de Loly