From humble beginnings to a multi-million dollar empire

Behind every big brand, there is often a unique story. Kelly Massol’s story began in 2009 with 1,500 euros in her pocket and a belief: 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 beauty.

However, nothing foreshadowed that she would 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 get by. Her uncle Marc still believes in her. He nicknamed her Loly, and it is in his honor that she gave her brand this name.

Les Secrets de Loly, a brand born out of a lack

Noticing the glaring gap in cosmetic products for textured hair, she decided to take matters into her own hands. From her kitchen, the contestant on “Qui veut être mon associé?” conducted tests. Kelly sold online while continuing to work at Social Security. When her employer asked her to choose between her job and her project, she resigned in 2012.

The bold gamble paid off. The brand gradually established itself as a must-have, now distributed in nearly 6,000 stores in France and internationally. The numbers speak for themselves: 23.9 million euros in revenue in 2023, around 35 million in 2024, and 200 million euros projected for 2025. An impressive trajectory.

An estimated fortune of 80 million euros

This entrepreneurial rise naturally translates into financial terms. According to several estimates reported by the financial 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, for which she openly states 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 stores. In addition to this, Kelly Massol has launched a hairdressing school in Paris. It goes to show, one must always believe in their dreams and follow through with their projects. It can change an entire life!