On Soin et Nature, discover Les Secrets de Loly, a brand specializing in natural hair care products specially formulated to enhance curly, wavy, and coily hair. Made with naturally derived active ingredients, Les Secrets de Loly products combine nourishment, hydration, and gentle care for the hair fiber to reveal the full beauty of textured hair.
More detailsLes Secrets de Loly isn’t just a brand. It’s a human journey, a dream come true. In 2009, Kelly—also known by the pseudonym Loly—decided to turn her passion for natural, homemade cosmetics into a true mission: to offer hair care solutions tailored to the specific needs of textured hair, whether wavy, curly, coily, or kinky.
It all began in 2005 with the launch of her blog and forum, “Boucles et Cotons.” This project, which started out as a fun hobby, quickly became an essential platform for a community of over 30,000 members, who shared tips on natural hair care, homemade recipes, and advice on embracing and enhancing their hair texture. This immersive experience allowed Loly to understand the challenges faced by people with textured hair, while also identifying a gap in the market: the lack of natural, effective products that are gentle on the hair.
Motivated by this enthusiasm and growing demand, Kelly embarked on her entrepreneurial journey with just €1,500 to her name. At the age of 25, she founded Les Secrets de Loly, a brand built on natural formulations, ethical values, and a deep respect for hair diversity. This project, born out of personal conviction, quickly became a leader in hair care for textured hair.
Les Secrets de Loly is built on a simple mission: to reveal the true beauty of textured hair through natural products free of sulfates, silicones, alcohol, mineral oils, and other harsh ingredients. Each product is designed with a rigorous scientific approach, combining powerful natural active ingredients with formulations that are gentle on the environment and promote hair health.
By committing to certifications such as ECOCERT COSMOS Natural, the brand guarantees transparent formulations that respect both the planet and consumer expectations. But Les Secrets de Loly’s ethical commitment doesn’t stop there. Loly is personally dedicated to raising awareness about the importance of protecting and celebrating natural hair by participating in conferences, roundtables, and educational events. This approach, centered on sharing and engagement, allows the brand to build a relationship of trust with its community.
To meet the diverse needs of people with textured hair, Les Secrets de Loly offers a complete range of products tailored to every type of curl and specific hair care needs. Here’s a detailed overview of the different categories available:
Each product is designed to fit into a simple and effective hair care routine consisting of four key steps: cleanse, detangle, moisturize, and nourish. This approach guarantees long-lasting results while simplifying the care of textured hair.
Since its inception, Les Secrets de Loly has distinguished itself through an innovative communication strategy and strategic partnerships. Participating in events such as the Foire de Paris and the NATURAL HAIR ACADEMY helps boost brand awareness and creates unique opportunities to connect with its community.
At the same time, collaborations with renowned influencers —such as La Petite Gaby, Flora Coquerel, and Baby A Tout Prix—have enabled the brand to reach a wider audience while celebrating authenticity and hair diversity. These partnerships, combined with impactful media campaigns (including two TV commercials in 2020 and 2022), have made Secrets de Loly a go-to brand for textured hair in France.
The efforts of Loly and her team have not gone unnoticed. Several of the brand’s products have won awards at prestigious events, such as Perfect Clean, voted best shampoo in 2017, and Kurl Nectar, named best leave-in conditioner in 2018. These accolades are a testament to the quality and constant innovation that define Les Secrets de Loly.
With campaigns like “My Hair My Power,” Les Secrets de Loly goes beyond simply creating products. The brand is committed to transforming perceptions of textured hair by celebrating diversity and giving a voice to those who embrace their natural beauty. This commitment transcends borders, with the goal of making textured hair visible and proudly embraced around the world.
With Les Secrets de Loly, you’re doing much more than just buying a hair care product—you’re joining a movement that celebrates nature, diversity, and authentic beauty. Thanks to natural, high-performance formulas, simple and effective routines, and a truly supportive community, this brand embodies a new era in textured hair care.
Whether you have loose curls, tight frizz, or kinky hair, Les Secrets de Loly has a solution tailored to your needs. Care for your hair with gentle products to reveal its full shine, suppleness, and natural strength.
