Quadrivio Group has taken a majority stake in French brand Les Secrets de Loly through Quadrivio & Pambianco’s private equity vehicle, Made in Italy Fund II. The transaction was first reported in early January by online outlet L’Informé and confirmed on Monday, October 9, by Italian daily Milano Finanza.
Weinberg Capital Partners and Three Hills Capital Partners are participating in the transaction as minority investors alongside Quadrivio Group.
Founded in 2009 by Kelly Massol, the French brand specializing in hair care for wavy, curly, frizzy and coily hair has recorded average annual growth of more than 40% over the past three years.
In January, Massol told Premium Beauty News she wanted to usher Les Secrets de Loly into a new phase of growth. Quadrivio’s investment is expected to accelerate the brand’s international expansion, particularly in Spain and Italy, as well as in the Middle East, with the goal of exceeding EUR 100 million in revenue.
The management team, led by CEO Carlota Thévenot, will remain in place. Kelly Massol, who retains a shareholding, said she plans to “remain fully committed to supporting her.”
"We are delighted to join the world of Les Secrets de Loly," said Alessandro Binello, CEO of Quadrivio Group. “The company’s recent growth marks only the start of a long development journey. With Quadrivio Group’s solid expertise in the beauty sector — a strategic market for us — we strongly believe in the brand’s potential. Currently the best-selling hair care brand at Sephora, we plan to invest in strengthening its positioning and accelerating its international expansion in Europe and beyond.”
