Quadrivio Group acquires majority stake in Les Secrets de Loly to accelerate global expansion in textured haircare

European private equity firm Quadrivio Group has acquired a majority stake in French textured haircare brand Les Secrets de Loly through its consumer-focused Lifestyle Fund II, marking a strategic move into the fast-growing inclusive beauty segment, according to a Quadrivio Group press release. The transaction underscores the increasing investor interest in niche beauty brands with strong community engagement, high growth potential, and scalable international business models.

Founded in 2009 by entrepreneur Kelly Massol, Les Secrets de Loly has emerged as one of France’s most recognizable haircare brands specializing in products designed for wavy, curly, coily, and afro-textured hair. Over the past several years, the company has built a strong reputation among consumers seeking natural formulations and specialized solutions for textured hair, a category that has historically been underserved by mainstream beauty brands.

The investment comes as the global haircare industry experiences a shift toward inclusivity and personalization, creating opportunities for brands that focus on specific hair types and communities. With private equity backing from Quadrivio, Les Secrets de Loly now aims to accelerate its international expansion while strengthening its position within Europe’s rapidly evolving beauty market.

Strategic investment (majority stake) expands Quadrivio’s consumer portfolio

The acquisition of Les Secrets de Loly represents the fifth investment made by Quadrivio’s Lifestyle Fund II, which focuses on high-growth companies operating in sectors such as fashion, design, beauty, and food and wine. The fund has previously invested in a range of consumer brands across Europe, with a strategy centered on identifying niche companies with strong brand identities and helping them scale internationally.

Quadrivio has increasingly targeted founder-led businesses with loyal customer bases and differentiated products. By partnering with these brands, the firm seeks to provide capital, operational expertise, and global networks that enable accelerated expansion.

The deal also attracted participation from minority investors, including Weinberg Capital Partners and Three Hills Capital Partners. Their involvement reflects broader investor confidence in Les Secrets de Loly’s growth trajectory and the continued expansion of the textured haircare segment.

For Quadrivio, the transaction represents a strategic entry into the beauty sector through a brand that already demonstrates strong consumer demand and a scalable business model.

Les Secrets de Loly’s rise in the European haircare market

Les Secrets de Loly began as a small entrepreneurial venture aimed at addressing a significant gap in the haircare market. Founder Kelly Massol launched the company with the goal of creating natural haircare products specifically formulated for textured hair types, which often require different ingredients and care routines compared to straight hair.

Over time, the brand gained traction through a combination of product innovation, community engagement, and strong digital marketing. By focusing on authenticity and education around textured haircare, the company cultivated a loyal consumer base that helped drive its rapid growth.

Today, Les Secrets de Loly offers a comprehensive range of products designed to hydrate, define, and strengthen curly and coily hair. The brand emphasizes natural ingredients and formulations that avoid harsh chemicals, aligning with broader consumer trends toward clean and sustainable beauty products.

This approach has allowed the company to differentiate itself within a competitive market while building credibility among consumers seeking specialized solutions.

Strong growth and expanding distribution channels

One of the key factors attracting private equity investment interest in Les Secrets de Loly is its impressive growth trajectory. The company has reportedly achieved annual growth rates exceeding 40 percent in recent years, positioning it among the fastest-growing beauty brands in France.

This growth has been supported by an expanding retail footprint and strong e-commerce performance. Les Secrets de Loly products are now available through a variety of channels, including specialty beauty retailers, pharmacies, and online platforms.

The brand has also secured distribution through major beauty chains, including Sephora, where it has quickly become one of the leading haircare brands within its category in France. Such partnerships have significantly increased the brand’s visibility while introducing its products to a wider audience.

As the company continues to scale, expanding distribution networks and strengthening international presence will remain key priorities.

Textured haircare emerges as a high-growth beauty segment

The textured haircare market has become one of the most dynamic areas within the global beauty industry. For many years, consumers with curly, coily, or afro-textured hair had limited access to products specifically designed for their needs. In response, a wave of specialized brands has emerged to address this gap.

Growing awareness around hair diversity and inclusivity has further accelerated demand for these products. Consumers are increasingly seeking haircare solutions tailored to their specific hair types rather than relying on generic formulations.

In Europe, this shift has created a significant opportunity for brands like Les Secrets de Loly. A substantial portion of the population has textured hair, yet the market has historically lacked sufficient specialized offerings.

Private equity investors have begun to recognize the potential of this segment, particularly for brands that combine strong community engagement with innovative product development.

International expansion strategy

With Quadrivio’s backing, Les Secrets de Loly plans to pursue an ambitious international expansion strategy. While the brand has already established a strong presence in France, significant opportunities remain across other European markets and beyond.

The company intends to expand its footprint in countries such as Spain, Italy, and Germany, where demand for premium haircare products continues to grow. These markets also offer opportunities to introduce textured haircare solutions to consumers who may have previously had limited access to such products.

Beyond Europe, the brand is also exploring potential growth opportunities in the Middle East and other international markets where beauty consumption is rapidly expanding.

In addition to geographic expansion, the investment will support further product development and marketing initiatives designed to strengthen the brand’s positioning within the global beauty industry.

Founder and management team remain central to growth

Despite the majority investment, Les Secrets de Loly will continue to operate with strong involvement from its founder and leadership team. Kelly Massol has reinvested in the business and will remain actively engaged in guiding the company’s strategic direction.

Maintaining founder participation is often a key factor in private equity transactions involving consumer brands. Founders typically bring deep knowledge of their customer base and brand identity, which can be essential for maintaining authenticity during periods of rapid growth.

The company’s management team will also remain in place to ensure continuity as the brand enters its next phase of development.

This partnership structure allows Quadrivio to provide financial and strategic support while preserving the entrepreneurial spirit that has driven Les Secrets de Loly’s success.

Private equity’s growing role in beauty brand development

Private equity firms are playing an increasingly prominent role in the beauty industry as investors seek exposure to high-growth consumer categories. Beauty brands with strong digital engagement and loyal communities are particularly attractive because they can scale quickly across international markets.

By investing in emerging brands, private equity firms can help accelerate growth through capital investment, operational improvements, and expanded distribution networks.

In many cases, these partnerships allow brands to move from regional success stories to globally recognized companies.

Les Secrets de Loly’s partnership with Quadrivio reflects this broader trend. With additional financial resources and strategic expertise, the brand is positioned to strengthen its market leadership while pursuing new opportunities worldwide.

Outlook for Les Secrets de Loly and the inclusive beauty market

The acquisition of Les Secrets de Loly highlights the continued expansion of inclusive beauty as a major growth driver within the global cosmetics industry. Consumers are increasingly demanding products that reflect the diversity of their hair types and personal identities.

Brands that successfully address these needs are gaining traction not only among consumers but also among investors seeking exposure to high-growth sectors.

For Les Secrets de Loly, the new partnership with Quadrivio provides the resources needed to scale its operations and introduce its products to new markets. The company’s strong brand identity, loyal customer community, and proven growth record provide a solid foundation for continued expansion.

As the textured haircare segment continues to evolve, Les Secrets de Loly is well positioned to play a leading role in shaping the future of inclusive beauty on a global scale.