Italian private equity firm Quadrivio Group has acquired a majority stake in French hair care brand Les Secrets de Loly through its Made in Italy Fund II. The deal includes participation from Weinberg Capital Partners and Three Hills Capital Partners as minority investors. Founded in 2009 by Kelly Massol, the company specializes in products for wavy, curly, frizzy, and coily hair.

Les Secrets de Loly has achieved impressive growth, delivering average annual growth of more than 40% over the past three years. The brand, currently the best-selling hair care brand at Sephora, aims to reach revenue of more than $108 million through its expansion plans. Quadrivio's investment will support international growth across Spain, Italy, and the Middle East.

Existing leadership will remain in place, with CEO Carlota Thévenot continuing to lead the business. Founder Kelly Massol retains a shareholding and will support ongoing development. Alessandro Binello, CEO of Quadrivio Group, emphasized the company's expertise in the beauty sector and plans to strengthen the brand's positioning while accelerating international expansion in Europe and beyond.