Behind every major brand often hides a unique story. Kelly Massol’s story began in 2009 with 1,500 euros in her pocket and a conviction: 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 the beauty industry.
However, nothing indicated that she would eventually live this success story. Kelly Massol was abandoned by her mother at six months old. She lost her grandmother who had taken her in when she was eleven. Four years later, the teenager requested to be placed in a foster family to get by. Her uncle Marc was still there for her. He nicknamed her Loly and believed in her. It is especially to honor him that she gave her brand this name.
“The Secrets of Loly,” a brand born out of a lack.
Noticing the gaping hole in cosmetic products for textured hair, she decided to take matters into her own hands. From her kitchen, the former contestant on “Qui veut être mon associé ?” conducted tests. Kelly sold online while continuing to work for 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 major reference, now distributed 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, and 200 million euros for 2025. A trajectory that commands respect.
An estimated fortune of 80 million euros
This entrepreneurial ascent naturally translates into financial terms. According to several estimates reported by the financial press, Kelly Massol’s personal fortune is estimated to be around 80 million euros, largely thanks to her brand “The Secrets of 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.”
“The Secrets of Loly” is sold in 56 countries and 4,000 points of sale. On top of that, Kelly Massol has launched a hairdressing school in Paris. This goes to show that one must always believe in their dreams and see their projects through to the end. It can change an entire life!
