Behind every major brand often lies 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 finally deserved products designed for them. Fifteen years later, this French woman has become one of the most influential figures in beauty.
However, there was nothing to suggest that she would end up living 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 for her own placement in a foster family to get by. Her uncle Marc still believes in her. He nicknamed her Loly and believes in her. It is especially to pay tribute to him that she gave her brand this name.
Les Secrets de Loly, a brand born out of a lack
Noticing the gaping hole in the cosmetic offerings for textured hair, she decided to take matters into her own hands. From her kitchen, the woman who was discovered on “Who Wants to Be My Business Partner?” 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 an essential reference, distributed today in nearly 6,000 points of sale in France and internationally. The numbers speak for themselves: 23.9 million euros in turnover in 2023, around 35 million in 2024, 200 million euros for 2025. A trajectory that commands respect.
An estimated fortune of 80 million euros
This entrepreneurial rise naturally translates into financial terms. According to several estimates reported in the financial press, Kelly Massol’s personal fortune is now estimated at 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 does not hide 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 points of sale. In addition to this, Kelly Massol has launched a hairdressing school in Paris. It goes to show that you should always believe in your dreams and follow through with your projects. It can change a whole life!
