PODCAST S:2 EP:16 “The Extension World is FKD Up Ft. Yovanka Loria”
Hello, everyone! Welcome back to another episode of Mourning Tea. I'm so excited to share this one with you because today, I have someone incredibly special joining me: Yovanka Loria. Yovanka and I own sister businesses, and she's here to bring a fresh perspective from Australia. Throughout our chat, we dive deep into the complexities, secrets, and challenges of the hair extension industry. Buckle up because this episode is a bit spicy!
We both own hairlines and share a factory, which is more uncommon than you might think. As Yovanka points out, it's like the Fight Club of the hair industry—no one talks about it! I find this so fascinating because it's not something you realize until you're in the thick of it.
The Journey into Hair and Extensions
Yovanka starts off by sharing her journey into the hair industry. From a young age, she was obsessed with hair—much like many of us who have been in the industry for years. She began her apprenticeship at 12 and worked at high-end salons in LA and New York in her 20s. It was there that she first encountered hand-tied hair, a method that wasn't very popular in Australia at the time. She describes her journey of exploring different methods, sourcing hair, and eventually starting her own line.
She credits much of her inspiration to the early days when she couldn't access the same resources we had in the States. She would watch what we were doing from afar, back in Adelaide, and knew she wanted to bring something similar to Australia. Her story is a testament to the power of perseverance and the impact of having the right inspiration at the right time.
Uncovering the Secrets of the Hair Industry
One thing that always strikes me in these conversations is just how different the hair extension culture is from country to country. In America, the hair extension industry is massive but also quite scary. Yovanka and I discuss how extensions are handled differently in Australia compared to the U.S. There are differences not just in the methods used but also in the legalities, contracts, NDAs, and even the community vibe around extensions.
It's wild how the American extension industry is so litigious and, at times, feels like it’s all about who can sue whom first. As Yovanka put it, looking in from the outside, it sometimes seems like a cult. And she's right! There’s so much secrecy and territorial behavior, especially when it comes to hair factories and sourcing.
The Dark Side of Hair Sourcing and Quality
This brings us to another major point of discussion: the quality of hair. We both feel so passionate about this because it's such a crucial part of what we do. When we started our respective brands, we decided not to compromise on quality. We could have easily gone for lower-grade hair to cut costs, but we chose not to. We see so many brands cutting corners, and it really does affect the entire industry.
Yovanka shares her experience of being offered advice to mislabel her hair to make it sound more luxurious. She decided against it because she didn’t want to lie to her clients or herself. It’s refreshing to hear someone in the industry speak so candidly about the challenges and ethical dilemmas we face. We’re both committed to transparency, which sometimes means taking the harder road, but we believe it's the right thing to do.
Navigating the Extension Industry's Challenges
We also talked about the challenges of running a hairline, especially for smaller brands like ours. It’s not just about sourcing the best hair but also navigating the financial pressures. I remember Yovanka and her husband Vlad breaking it down for me when I first started—every six weeks, you need to be ready for a six-figure invoice. That was a shocker! I remember calling my fiancé and crying, wondering if I could even handle it. But, like everything else in life, you push through the fear and just go for it.
What Needs to Change in the Industry
We agree that something needs to change in the industry. One big thing we discussed is the need for more transparency and open communication between brands and stylists. There’s too much secrecy and too many hidden agendas. We should be able to share our knowledge and support one another without fear of legal action or being blacklisted.
Another point of contention is how brands manipulate the market by offering stylists big bucks to stay loyal, often trapping them in exclusivity contracts before they’ve even had a chance to explore other options. It's all about the money, and that’s where the integrity of the industry often gets lost.
Looking Forward: Our Vision for Change
We’re not just here to complain about the state of the industry, though. Yovanka and I are both passionate about making real changes. We’ve got some exciting plans in the works to address some of these issues and bring more honesty and integrity to the extension world. We can’t spill all the details just yet, but let’s just say we’re ready to shake things up!
We have education coming to Australia in September! Where you'll learn: extension installation (curl & straight), coloring wefts, cutting extensions, and Reels Viral Formulas! Here are the links to join us!
❤️
xo Ani
Yovanka's IG: www.instagram.com/yovankaloria
The YL Roadshow Collab Tour: More Than Just Hair
September 23rd, Melbourne: www.eventbrite.com.au
September 30th, Gold Coast: www.eventbrite.com.au