Quadrivio Acquires Majority Stake in French Haircare Brand Les Secrets de Loly

Quadrivio Group, through its private equity vehicle Made in Italy Fund II, has completed the acquisition of a majority stake in Les Secrets de Loly, a leading French brand specialising in natural haircare products for textured hair. The stake was acquired from Quilvest Capital Partners, with Weinberg Capital Partners and Three Hills participating in the transaction as minority co-investors.

Founded in 2009 by Kelly Massol, Les Secrets de Loly has recorded an annual growth rate of over 40% in the last three years, establishing itself as a sector leader in France. Following the LBO transaction, Massol and the current management team, led by CEO Carlota Thévenot, will retain a significant minority stake and continue to lead the company.

The acquisition marks the beginning of a new strategic cycle for the company, targeting revenues of over 100 million euros through internationalisation. The roadmap includes an accelerated expansion across Europe—particularly in Italy and Spain—as well as the Middle East, leveraging Quadrivio’s consolidated expertise in the beauty and lifestyle sectors.

Quadrivio Group was advised by Rothschild & Co as financial advisor, while Jeantet handled the legal aspects of the transaction and Hogan Lovells advised on the legal profiles of the financing. Strategic consulting was entrusted to EY Parthenon, and financial due diligence was conducted by Interpath.

Les Secrets de Loly and its shareholders were assisted by financial advisors Scalène Partners and Jefferies. Legal counsel was provided by AEF, Mayer Brown, and Jeausserand Audouard, while Alvarez & Marsal and Boston Consulting Group (BCG) managed the audit and vendor due diligence activities.

Image: © Quadrivio Group