Founder and Creative Director Yovanka Loria has been living and breathing hair since childhood, beginning her apprenticeship at just fifteen and building over thirty years of experience across Adelaide, Melbourne, Los Angeles and New York. Along the way she grew frustrated with extensions that overpromised and underdelivered, so she set out to create something better.

After extensive research and trial and error, Yovanka Loria Extensions was born, and the flagship salon opened in 2017. Joining forces with her husband Vlad, the business grew quickly, earning national and international recognition, including the SA Woman "The Innovator Award" and an AFHA finalist nomination.

What began as one woman's frustration has become a brand trusted by professional stylists across Australia, the United States and beyond. Yet the ambition has never been to be everything to everyone. From the very first set to the newest, the standard has stayed the same: premium hair, minimal damage, and results that look and feel genuinely like your own. That consistency, not scale, is what the name has come to stand for.

A company is only as good as the standards it refuses to compromise on. From the hair we source to the way we train, the same principles guide every decision we make, and they're the reason clients and stylists trust the Yovanka Loria name. Our philosophy is simple: quality over quantity, always.

• Integrity & quality we don't chase mass markets or shortcuts; we make hair that performs at the highest level.
• Ethical sourcing our hair is sustainably and ethically sourced and gently processed in chemical-free stages, preserving its natural shine and integrity.
• Care for your hair methods designed for minimal damage and comfortable, long-lasting wear.
• Empowering women our purpose is to give women confidence with hair so natural no one can tell it isn't their own.