Weinberg Capital Partners

Company overview

Founded by Kelly Massol, Les Secrets de Loly is a haircare brand specializing in textured hair (curly, wavy, coily, and kinky). The company has established itself as a leading player in its segment thanks to a clear positioning that combines naturally derived formulas, product effectiveness, and an inclusive narrative centered on diversity and hair acceptance.

The brand has experienced rapid and sustained growth, driven by strong brand awareness and a highly engaged community. This success has translated into a gradual expansion of its product offering across major distribution channels.

Today, Les Secrets de Loly offers a comprehensive range of products addressing all haircare needs. The brand operates through a high value-added multichannel distribution model that combines pharmacies, specialized retail chains, and e-commerce.

Our approach

This transaction meets the key investment criteria of the WCP Co-Invest fund: a high-growth company operating in the beauty sector, where Weinberg Capital Partners has extensive expertise, and a distinctive model built around customer satisfaction.

WCP Co-Invest’s approach, alongside Quadrivio Group and Three Hills Capital Partners is to support the management team in executing a new phase of growth. This phase will notably rely on international expansion, continued omnichannel development, and strong product innovation—always with the objective of meeting customer needs at every stage of the hair lifecycle.