OUR PURPOSE
At Velura, we believe in redefining haircare by returning to nature’s purest ingredients. Founded in Melbourne by sisters Joanna, Isabella & Tia Stoforidis, the journey began when Isabella, a passionate hairdresser, saw the same issue in her salon again and again—most “premium” oils still relied on silicones that masked damage instead of truly healing it.
We set out to change that. Our high-performance formulas are crafted from natural origins only—SILICONE FREE, PARABEN FREE, and FRAGRANCE FREE—because women deserve products that genuinely restore strength, shine, and scalp health. For every woman tired of brittle ends, dull strands, or irritation, Velura is the clean, honest solution that lets your hair thrive.
Isabella Stoforidis
The salon owner who knew what her clients needed.
With over 13 years of hairdressing experience and 8 years owning her own salon, she has tried literally every product on the market—and found that none truly catered to the needs of the hair community. Driven by a genuine love for her clients, she couldn't bear to see them struggle with severe breakage, flaky scalps, and heavy product buildup. She witnessed the daily toll these issues took and decided to put a stop to it, creating a solution that finally prioritizes the actual health of the hair and scalp.
JOANNA STOFORIDIS
Meet the founder bringing a medical mindset to haircare.
With over 10 years of experience in the medical field, she has witnessed firsthand the harsh reactions synthetic products can cause. Driven by a need for safety for herself and her children, she turned her expertise toward Velúra. But the real test? Her own hair. As a blonde who was convinced bleach meant breakage forever, she trialed the formula personally. The result is proof that it’s safe, effective, and that yes—blondes can finally grow long, healthy hair.
TIA STOFORIDIS
The chemistry major who finally cracked the code for curls.
As a woman with curly hair, she spent years searching for a product to tame frizz and bring back the bounce. She joined her sisters with a specific mission: to ensure Velúra catered to the curly community, not just those with straight hair. Leveraging her major in Chemistry, she worked directly with our formulators to bridge the gap between scientific theory and real results. She knew exactly which oils to incorporate and what to avoid, using her technical expertise to craft a formula that hydrates, controls, and finally works.
