She participated on the seventh series of the television talent show The X Factor in 2010 and finished in fourth place.

After a collaboration with singer Demi Lovato on the single "Really Don't Care", Lloyd had a two-year absence from the music industry.

In July 2016, Lloyd released the single "Activated", which was described as a "memo of Cher to her fans to say she is back and she is stronger than ever".

Her family is of Romani origin,[9] and Lloyd spent the first year of her life travelling around Wales with her young parents in a caravan.

She had previously performed at holiday camps and said she received a mixed reaction to her music, but was a big hit with X Factor judges at the time.

However, they agreed that she redeemed herself with her rendition of "Sorry Seems to Be the Hardest Word" mixed with "Mockingbird", by Elton John and Eminem, respectively, in week 6.

In the seventh week, Lloyd was in the bottom two for the first time after her rendition of "Imagine", but Cowell, Cole and Walsh all saved her in the final showdown.

Both performances were credited by the judges, and she was saved by the public vote the following night, securing her position in the semifinal.

Shortly after, recording began for her debut studio album with songwriter Autumn Rowe,[18] and producers RedOne, Johnny Powers and The Runners.

[19][20] On 28 July 2011, Lloyd previewed five tracks from the album during a UStream session, including singles featuring Busta Rhymes, Mike Posner, Ghetts, Mic Righteous and Dot Rotten.

"With Ur Love" also marks the highest-selling number-four single since Rihanna's "Only Girl (In the World)," which sold 74,248 copies in 2010.

In December 2011, Lloyd signed a record deal with L.A. Reid to Epic Records in the United States; a solo version of "Want U Back" was confirmed as Lloyd's debut single in the US and the first one from the American and Australian release of Sticks and Stones.

[38] The second US single, "Oath", featuring American rapper Becky G, was released on October, but failed to match its predecessor's success, peaking at number 73 in the US Billboard Hot 100.

In October 2012, Lloyd supported American band Hot Chelle Rae on the Australian leg of their Whatever World Tour.

[40] Months after the release of Sticks + Stones, Lloyd confirmed reports that recording had begun for her second studio album, with new songwriters and producers such as Beth Ditto and Tove Lo.

In April 2013, Lloyd announced she and Ne-Yo were to collaborate on a new Fruttare song, "It's All Good," which premiered in June of that year.

[44][45] Lloyd also confirmed that the album, which was originally due for release in November, was pushed back until early 2014, despite the record being done.

She also revealed that her I Wish Tour would take place in the fall of 2013 and that girl group Fifth Harmony would serve as the opening act.

Following the release of Sorry I'm Late, Lloyd was removed from Epic's website, leading to the suspicion that she had been dropped by the label.

In November 2014, it was revealed that Lloyd had signed a new deal with Universal Music Group and was working on her third studio album.

[67] Early in her career, Lloyd was known for her "infectious pop-rap, charting hits," ranging from songs such as "Swagger Jagger" and "Want U Back" to her collaborations "Really Don't Care" with Demi Lovato and "Oath" with Becky G.[68] With the release of "None of My Business" and "M.I.A", she began to take a more mature approach to her work in what Rolling Stone described as a "mature phase.