I happen to know a famous actor who uses noise-canceling headphones during intimate moments. This same actor is also involved with a cult. Plus, there’s a popular singer who’s engaged but hasn’t announced it yet.
As a lifestyle expert, I’ve seen some pretty wild rumors circulate, and honestly, the celebrity gossip account DeuxMoi is a constant source of them! They regularly post these unbelievable ‘blind items’ – basically, unconfirmed stories about celebrities – and it’s always fascinating (and sometimes shocking) to see what pops up.
If you’re not familiar with it, this is basically a real-life version of Gossip Girl. It’s an anonymous account that shares celebrity news and gossip, all sent in by its large following – now over 2.1 million people.
Despite the numerous celebrity scandals and captivating stories that have quickly made DeuxMoi a powerful force in Hollywood, the biggest question – and one that remained unanswered – was always who was actually running the popular Instagram account.
I truly believe the secret to DeuxMoi’s popularity is its anonymity. It’s what makes it so captivating and, honestly, why I’m such a dedicated follower! That air of mystery is just brilliant.
Really, how upset can a celebrity be with an anonymous social media account that clearly states: ‘The information on this site isn’t necessarily true’?
The Daily Mail has revealed that Melissa Lovallo, a 50-year-old who used to work at Ralph Lauren, is the person running the popular Instagram account, DeuxMoi.
DeuxMoi started in 2013 as a blog created by Lovallo, who lives in Manhattan’s Financial District, and her friend Meggie Kempner, a 37-year-old colleague from Ralph Lauren.
DeuxMoi, a French phrase playfully meaning ‘two me,’ began as an online forum dedicated to fashion, beauty, and generally interesting topics, according to an archived version of its original website.
Sources say that Nan Kempner’s granddaughter hasn’t been connected to the website DeuxMoi since it shut down in July 2015, after failing to gain significant popularity.
Lovallo didn’t revisit the DeuxMoi Instagram account until the March 2020 Covid lockdown, when she found herself with unexpected downtime in her $3,695-a-month apartment.
Lovallo, then a styling director at Ralph Lauren, was curious about celebrity gossip. She asked her followers on the Instagram account DeuxMoi – which had around 45,000 followers at the time – if they had any stories to share, either directly from a celebrity or through someone else.
Initially, the tips DeuxMoi received from its followers were harmless and silly – things like Jennifer Aniston’s favorite coffee or what Jennifer Lopez ordered at the popular Carbone restaurant in New York.
But by the end of 2020, DeuxMoi had over 500,000 followers.
It’s no surprise that Lovallo’s candid reporting on celebrity gossip made her some enemies in Hollywood, and a few have even tried – without success – to reveal her as the source.
The Daily Mail tried several times to reach Lovallo through her attorney, Abe Lichy—who also appears on The Real Housewives of New York City—but didn’t receive a reply.
The same can’t be said for Lovallo’s family.
Joseph Lovallo, 78, seemed to acknowledge at his New Jersey home that his daughter is the person running the popular gossip account, DeuxMoi.
He explained that despite the information being public, she still prefers to remain anonymous and wants things to stay that way.
We spotted discarded Louis Vuitton and Coach packaging for recycling near the home of Lovallo’s parents, likely reflecting her connections to the luxury fashion industry. Their home is 2,342 square feet.
Joseph confirmed his daughter no longer works at Ralph Lauren. Ralph Lauren representatives did not provide a statement when asked for comment.
It seems that Lovallo has gone to great lengths to maintain her privacy.
During interviews, she disables her webcam and disguises her voice with digital alteration. She also insists on anonymity from journalists, allowing them to refer to her only as a woman residing in New York City.
It’s remarkably difficult to find anything about her online, which is unusual given how many glamorous fashion events she likely attended while working at Ralph Lauren – events that were surely full of photographers.
The Daily Mail has found and confirmed the authenticity of some photos of Lovallo, which you can see in this article. Several of these photos show her with her previous business partner, Kempner.
DeuxMoi nearly had its identity revealed previously, thanks to Hailey Bieber. In 2020, she figured out who was behind the account after DeuxMoi posted gossip about her and her husband, Justin Bieber.
In December, Hailey shared on Instagram that she’d discovered the identity of the person behind the DeuxMoi account. She joked that the revelation made her feel like she should be an FBI agent, and compared it to finding out who Gossip Girl really was.
The model stopped short of outing Lovallo by name.
Considering DeuxMoi has over two million Instagram followers, it’s probably a very profitable venture.
I’m a big fan of Lovallo’s work, and she’s got a really interesting Substack called DeuxMoi where she shares exclusive content. It’s a paid subscription – just $5 a month – and it’s actually doing really well! As of right now, Substack ranks it as their 54th best-selling publication.
The Instagram account DeuxMoi frequently includes sponsored posts from major companies like Hulu, LiquidIV, Netflix, and Naked Juice.
Lovallo also posts candid photos of celebrities, which could suggest she earns a significant income. Photos like these are often sold by agencies to news organizations for tens of thousands of dollars.
Lovallo also offers merchandise featuring the DeuxMoi brand, including items like hats for $25 and sweatshirts with the slogan ‘Anon Pls’ for $130.
Anon Pls was title of DeuxMoi’s debut novel published in November 2022.
The book reads more like a true story than a made-up one. It centers around Cricket Lopez, who works for a famous stylist and unexpectedly transforms a fashion Instagram account into a popular celebrity gossip site.
Even before the book Anon Pls was published, Warner Bros. Television announced plans to adapt it into a TV series for HBO Max.
In 2023, Variety announced that a script for the series was being developed, but there haven’t been any new developments reported since then.
All of which is likely testament to Lovallo’s savviness.
Honestly, I just don’t get it. How long did she think she could keep pretending? She of all people should know secrets don’t stay buried forever, right? It’s like she was setting herself up for heartbreak, and I was just agonizing over when it would all come crashing down!
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2025-11-16 04:05