How Les Secrets de Loly scales authentic influence with a community-first strategy powered by data

About the brand: building a category where none existed

Founded in 2009 by Kelly Massol, premium haircare brand Les Secrets de Loly was born from a simple but powerful insight: products for people with textured hair simply did not exist. Back then, this audience represented 10% of the market; Today, it is closer to one in two consumers.

Les Secrets de Loly set out to change that. With products made from 96% to 100% natural ingredients, distinctive fruity scents and packaged in vibrant colours, the brand blends haircare performance with happiness. Its mission is both practical and cultural: make high-quality textured haircare accessible, visible and desirable for everyone, at every stage of life.

Now a category leader in France, and expanding across Europe, the brand continues to grow its presence while staying deeply connected to its community.

The challenge: from organic momentum to structured influence

From a strategy centred on affiliation and gifting that was defined by limited tracking and performance measurement, the last three years have seen Les Secrets de Loly methodically develop and expand its influence strategy. 

And as it began to structure its strategy into defined pillars around seeding, UGC, affiliation, and ambassadors, it became clear that the lack of robust tracking and performance measurement capabilities was a structural weakness. 

In 2025, the brand began working with Kolsquare, for its robust data and performance tracking capabilities.

“We signed with Kolsquare because we had been missing a lot of data, notably EMV,” comments Sarah Kehil, Manager Influence, Events and PR at Les Secrets de Loly, who joined the brand in 2023. “I’d used the platform in my previous position. It is really fun and easy to use.”

Today, the brand is working with hundreds of KOLs annually, running multiple campaigns with defined objectives simultaneously through Kolsquare. In parallel, it is leveraging the Listening to keep track of competitors and optimise strategy and KOL selection. 

“As the brand has grown, it has become more important to track both paid and organic. Today, we pay close attention to the proportion of EMV driven by organic traffic. We want the majority of our EMV to come from organic sources,” explains Sarah. 

The strategy: a multi-layered ecosystem designed for consistency and scale

Rather than relying on one-off influence campaigns, Les Secrets de Loly built a multi-pronged, always-on influence ecosystem, where each pillar plays a distinct role.

At the core sits a long-term ambassador programme, with a crew of 10 micro and macro profiles who are activated at regular intervals throughout the year. 

These are supported by three complementary levers, with the aim of having a constant brand presence across both Instagram and TikTok.

1. Affiliate creators help boost launches and maintain visibility, with around 20 to 25 profiles contributing regularly. 
2. UGC fuels continuous content production, with roughly 50 creators publishing each month. 
3. Seeding campaigns support key product moments, with up to 150 kits sent per launch.

The strategy is platform-specific. TikTok is used to drive discovery, trends and volume, while Instagram focuses on education and conversion.

“TikTok is where we build awareness and stay trendy. Instagram is more about education and driving traffic,” explains Sarah. 

Les Secrets de Loly’s approach to creator partnerships is rooted in authenticity and long-term relationships. The brand rarely activates KOLs one-shot, prioritising instead creators who already use and believe in the products before entering paid collaborations.

The casting spans multiple tiers. Mid-tier creators between 200K and 500K followers drive visibility. Smaller UGC creators between 2K and 10K followers generate volume and virality. Larger profiles are activated more selectively for key seasonal activations, such as around Christmas.

In UGC, the brand has a double-pronged approach for creator selection: 

1. A pool of creators selected for their ability to create quality content that can be repurposed for paid in the brand’s owned channels. 
2. A larger pool of creators with 2K-10K followers on TikTok, with the aim of having a continuous stream of content. 

This second group is given a broad brief and largely left to create the content they want.This approach allows the brand to remain native to each platform and tap into spontaneous, high-performing content. In some cases, UGC content has reached 150K views. 

The strategy in action: turning events into high-impact content engines

Among the different pillars, IRL events play a central role in amplifying Les Secrets de Loly’s influence strategy, acting as both a community touchpoint and a powerful content generator.

Rather than treating events as isolated PR moments, the brand integrates them directly into its always-on ecosystem. Each activation feeds the content pipeline, strengthens creator relationships, and extends visibility well beyond the day itself.

Recently, the brand organised a launch event for Sleek and Slay, a new hybrid styling product designed to both style and care for textured hair, which brought together 110 creators across the brand’s full ecosystem, from nano to mega creators.

The experience was designed to be immersive and culturally grounded. Guests could test the product through hairstyling sessions, personalise their own products, and enjoy performances including a dance show and a live set by Afro-Caribbean artist Meryl.

“We set up a campaign in Kolsquare featuring all the influencers to track their posts. This allows us to monitor engagement, reach, and also the content posted after the event, as many of them test the product and talk about it a few days later,” explains Sarah.

Within just one week, the campaign generated 450 pieces of content and €650K in EMV, with content still being published days later.

The example demonstrates how IRL events act as accelerators within the broader strategy, feeding into UGC, reinforcing creator loyalty, and sustaining long-term visibility.

Kolsquare’s role: from discovery to real-time performance intelligence

Kolsquare sits at the centre of Les Secrets de Loly’s influence strategy, enabling the team to move from intuition to structured, data-driven decisions.

The platform supports performance tracking, campaign monitoring, creator discovery and audience analysis.

“Every month, I track the share of organic versus paid thanks to Kolsquare,” Sarah explains. “I love digging into the data. I look at EMV, credibility, campaign performance, even sentiment. It really helps us understand what’s working.” 

It also plays a key role in identifying new creators and tracking long-term relationships.

“We find new creators by analysing who tagged us recently. Some of them had 10K followers when we found them, and now they’ve grown a lot,” she adds.

Continuous content, strong engagement, and lasting brand impact

With around 50 UGC creators posting each month, a steady stream of affiliate content, and regular high-impact activations, Les Secrets de Loly has built a constant presence across platforms.

The result is not just reach, but sustained relevance. The brand remains visible, culturally connected, and consistently talked about.

More importantly, this strategy reinforces trust. By prioritising authenticity, long-term relationships, and community inclusion, les Secrets de Loly has built influence that feels real, not manufactured.

Les Secrets de Loly proves that scaling influencer marketing does not require sacrificing authenticity.

By combining UGC, creator loyalty, cultural storytelling and data-driven optimisation through Kolsquare, the brand has created a model that is both scalable and deeply human.

It is a strategy built on continuity and connection. 

Want to build an influence strategy that delivers both reach and relevance? Book a demo with Kolsquare and discover how data can power your next campaign.