A fake Les Secrets de Loly store sells its €189 dryer for $77.49, 15 domains since 2024
sdlboutique.shop is a live copy of secretsdeloly.com, the French curly-hair care brand's store, with the brand's logo, 99 of its products and its own photos at up to 65% off. Public scan archives show it is the latest of at least 15 lookalike domains that have carried the brand since February 2024, most promising a 24-hour 'vente privée'. We also found hijacked web pages that sent visitors to a store selling the brand's photos with clothing sizes.
- 15
- Lookalike Loly domains since Feb 2024
- 99
- Products on the live fake
- 2 sec
- To create all 99 products
- -65%
- Discount on 42 products
All 99 products were created in 2 seconds
sdlboutique.shop opens like a Les Secrets de Loly site: the brand's script logo, a campaign photo of four women with Perfect Match, Pink Paradise, Kurl Nectar and Boost Curl tubes, and a 'Masque mini offert' badge. Further down, the template shows. Headings switch to English ('What Our Customers Say', 'Why Choose Us'), three five-star reviews carry no dates or sources, and every price is in dollars on a store written in French.
sdlboutique.shop was registered on 25 May 2026. The store software stamps each product with a creation time, and all 99 were created that day between 03:10:46 and 03:10:48 UTC, which points to an automated import. The descriptions are the brand's own text, down to the Magik Brush's 'Pourquoi notre brosse est-elle magique ?'.
The catalogue even includes the brand's €10 e-gift card, shown in the grid at $4.10. The fake's FAQ, copied from the official site, says that card is valid only on the Les Secrets de Loly website.
The fake sells the brand's gift card at 65% off, beside a copied FAQ saying it only works on the real site.
What we caught
The store uses the pink Les Secrets de Loly script logo, the page title 'Les Secrets de Loly' and a banner offering up to 70% off. 91 of its 99 products sit at the exact product addresses of the official store.
The Kurl Guru hair dryer photos are the brand's own. With backgrounds trimmed, the packshot and a lifestyle image matched the official files at combined image-hash distances of 2 and 0.
For 71 of 91 matched products, the crossed-out dollar price is the brand's euro price times 1.17. 42 products are then cut by 65%: the €189 Kurl Guru is $77.49, and Boost Curl gel, €16.60, is $7.99.
The store lists support@lessecretsdeloly.com. That domain redirects to the official site and publishes a null mail record, so it accepts no email at all.
The evidence, page by page
The brand's Kurl Guru packshot, left, and the fake's copy. Combined image-hash distance: 2.
Four of the 'ventes privées' storefronts captured by public scanners, June 2025 to September 2026.
A checkout captured in November 2024: the brand name, a 10-minute countdown and fields for card number and CVV.
Reached through a hijacked page: the brand's routine packshot at €47.12, with a size menu for clothing.
The same fake 'vente privée' has run since 2024
A search of public scan archives for the brand name in page titles and domains turned up 15 lookalike domains showing Les Secrets de Loly branding between February 2024 and September 2026. In February 2024, lessecretsdeloly-fr.com advertised every product at €6.95 'today', one per order. In July and November 2024, checkout pages on checkout.lessecretsdeloly-shop.com and payment.secretslolyshop.com carried the brand's name, a 'Forte demande ! Votre panier est réservé pour 10 minutes' countdown and card-number fields. One added Verified by Visa and Mastercard SecureCode logos.
From mid-2025 the pitch became private sales. secretsdeloly-venteprivee.com (June 2025) reworked the brand's own 'Good Hair Days' campaign into '-50% sur vos coups de cœur'. secretsdeloly-privees.com (July 2025) promised '-50% sur tout pendant 24h'. In 2026, secretslolyventesprivees-france.com, secretslolyfr-privees.com and les-secretdelolyfrance.com ran the same layout: 'Ventes privées Les Secrets de Loly', 24 hours only, up to 50% off. Five of the 15 domains contain 'vente privée' or 'privées' in some spelling, and three more such domains appear in the archives only as parked or suspended pages.
The stores go live fast. secretslolyfr-privees.com was registered at 03:54 UTC on 5 August 2026 and captured with a full storefront the same day. lessecretsdeloly-ventesprivees-france.com and secretslolyventesprivees-france.com were each online the day after registration. Ten brand-name .com domains registered between July 2025 and August 2026, either hosting these stores or showing suspended ones, all went through the same registrar, and most ran on the same shop platform. Eight of the 15 were registered in 2026 alone.
Registrars suspend them, and 9 new domains appeared anyway
Only sdlboutique.shop was selling when we checked. secretsdelolycosmetics.shop, registered on 17 April 2026 on the same template with the same '70% de réduction' banner, stayed up until at least 31 August and has since been put on hold by its registrar. The shop platform now returns 'store unavailable' or not-found pages for the other brand-name stores we tested, including les-secretdelolyfrance.com, captured selling on 12 September.
Two early domains, secretsdelolyboutique.com and secretsdelolyshop.com, were re-registered in January 2026 and now redirect to the official site, as does lessecretsdeloly.com. We could not confirm who holds them. The suspensions have not stopped new registrations: nine brand-name domains were registered between April and August 2026.
Hijacked pages sell the brand's routine with clothing sizes
Exact-image search on the brand's product photos found three unrelated websites indexed with Les Secrets de Loly product titles, a pattern typical of hacked sites. One sent visitors on to a generic discount store. That store listed three of the brand's photos, loaded straight from its servers, including the Routine Cheveux Bouclés packshot at €47.12 (struck through at €94.24) with a size menu from 'Women - XXS' to 'Men - XXL'. The official routine costs €71.40.
Marketplaces looked like resale. Image search matched Les Secrets de Loly listings across ten Amazon sites. Most prices we saw were close to or above the official ones, and nothing showed any seller was unauthorised. eBay returned five Les Secrets de Loly listings at $19.36 to $199.34. Alibaba, AliExpress and Temu returned nothing branded, and our TikTok and ad checks found no impersonating accounts or ads.
We placed no orders, so we cannot say what a buyer from the fake stores would receive. Public posts in French consumer groups describe a fake Les Secrets de Loly site advertised on Instagram with products at 50% off. We could not see those ads ourselves.
How to shut it down
The takedown plan, step by step, built from the evidence above.
Hit sdlboutique.shop with its own data
Archive its catalogue, prices, product creation times and contact page, then send its registrar and host the matching photos and the 91 copied product addresses.
Report all 15 domains as one pattern
Brand name plus 'ventes privées', a 24-hour countdown, up to 50% off. Reported together, the pattern helps the shop platform and registrar spot the next one.
Give customers the real address
The fakes mimic your real sale campaigns. A notice naming the official domain, secretsdeloly.com, gives shoppers a simple check before they pay.
Watch loly, secrets and privées domains
Nine brand-name domains were registered between April and August 2026. Monitor new domains combining 'loly', 'secrets' and 'privées' across .com, .shop and .store.
Half price for 24 hours, and nobody to call
The fakes borrow the brand's photos, product copy, gift card and even its 'Good Hair Days' campaign. They add one thing the real store never offers: half price on everything for 24 hours. Some earlier copies ran branded checkout pages asking for card numbers. A customer who pays sdlboutique.shop and receives nothing has nowhere to turn, since its support address accepts no email. The only name they know is Les Secrets de Loly.
Suspensions have kept most of these stores short-lived. The same pitch has still come back on new domains for more than two years, and the one live today was fully stocked two seconds after its catalogue import began.
Scan your own brand
What would the scanner find around your brand?
Run the same sweep across lookalike domains, storefronts, marketplaces, ads, and social accounts.
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