The brand's history
Our concept: dedicated routines
Using our products is as simple as 1, 2, 3 and 4! An ideal routine consists of these four steps: cleansing, detangling, moisturizing and nourishing.
Each of our textures has its own routine, adapted to meet other specific needs too: fine hair, oily scalp, hair transition, psoriasis, itching...
Our evolution and events
Our ambition has always been to develop the brand in line with our community. That's why our packaging has evolved so much since the brand was created, based on customer feedback and desires, as well as advice from our distributors, which has led to the launch of new products to complement existing routines, and the limited-edition launch of products that Loly continues to make by hand.
Les Secrets de Loly has evolved enormously through exchanges with its community. From developing new packaging to marketing new products, Loly has surrounded herself with skilled people who share her values. That's why the team has been taking part in the Foire de Paris since 2009, and in the NATURAL HAIR ACADEMY since 2012, an annual salon dedicated to natural and textured hair. Several of our products have won awards at this not-to-be-missed event: Perfect Clean was voted best shampoo in 2017, Kurl Nectar best leave-in in 2018, and Sérum Croissance best oil in 2018 and 2019.
A strategy of influence and partnerships
For several years, we've worked hard to offer the best products, but also offers and partnerships that meet the desires of our consumers. Since 2019, we've been producing Christmas boxes with influencers such as Petite Gaby, Baby A Tout Prix, Kaaymbl, Its Crazy Sally and Flora Coquerel. Other partnerships such as Venus et Gaïa, Indira or Aglaïa have enabled us to grow from 20,000 followers at the end of 2017 to over 100,000 in January 2021. Enough to celebrate the beauty of textured hair!
A first for textured hair in France
In 2020, Les Secrets de Loly appeared on TV, becoming the first French brand specializing in natural products for textured hair to appear in prime time! A source of pride for the whole team, who were able to achieve all this thanks to the five influencers Armelle Brown, The Pretty Usmu, La Belle Boucle, La Petite Gaby and Mariecooles. And the brand has no intention of stopping there!
In 2022, a second TV spot is broadcast on M6 (and the group's channels) for an unprecedented project in the world of textured hair. Women from different backgrounds share their vision of beauty and their beauty with authenticity and naturalness. The spot is part of the eagerly-awaited My Hair My Power campaign, which aims to give a voice to women and raise the profile of textured hair in France and around the world.
Our distributors
Our brand has grown on social networks and with numerous partnerships and influencers, but also with over 750 distributors. Today at Monoprix, La Boutique du Coiffeur and Diouda, to name but a few, we want our products to be accessible to everyone. In boutiques, on e-shops or in hair salons, we are distributed throughout France and internationally!
