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
Isabella Stoforidis, Chief Hairstylist of Velura and founder of Latitude 38, has spent her career transforming women’s hair and restoring their confidence. She witnessed the frustration of clients battling brittle ends, dryness, and scalp irritation caused by synthetic-filled products. That passion drives her to craft clean, natural solutions that give women lasting strength, shine, and healthy, radiant hair.