Celebrating Texture! The Passionate Journey of Jonina Menzies

By Louise May

Curls aren’t just a trend for Jonina Menzies, they’re a lifelong passion. As the founder of LOHY. and owner of Maiden Hair Salon on the NSW South Coast, Jonina has built her career around celebrating texture and giving curls the care they deserve. With more than two decades in the industry, she has become a trusted voice in curl education, sharing her knowledge with both clients and fellow stylists, and creating products that make textured hair easier to love at home.

Editor of Mocha Hair, Louise May, chats with Jonina about her journey, the evolution of LOHY. and how she’s changing the way salons and clients approach curls.

Can you share your personal journey in hairdressing and what inspired you to specialise in curls?

I started working in salons when I was 13 and instantly fell in love with the laughter and joy we shared at “work” – it was epic! I worked in three salons in my hometown and truly thought I knew how to cut curls… but when it came to using a diffuser? No chance, just fluffy frizz.

When I opened Maiden Hair in October 2013, I had no idea what kind of journey I was about to step into. It wasn’t until one of my most loyal clients said she wanted to embrace her white girl afro that I realised I needed to level up seriously. That moment lit a fire – I sought out education, mentors, and found a whole new love for our industry and also a huge gap. And that’s when everything changed. My ideal clients started finding me… because I’d finally found my lane. (Insert squeal)

What was the turning point that made you decide to create your own product line rather than simply working with what was already on the market?

At Maiden Hair, we’d always supported Aussie owned brands – and suddenly, I couldn’t find one that ticked all the boxes: clean, simple to use, curly-specific, and locally made. I was having a whinge to a friend one day, and she just said, “Well, make your own then!” I laughed and reminded her I left school in Year 10… but she slapped that doubt right out of me.

That moment sparked it all. I knew there was a gap in the market for a professional range that actually worked – for salons and for clients.

What does LOHY. stand for? And since launching LOHY., how has the brand evolved, from the first few products to the community you’ve built today?

LOve & HYdration – that’s where it all started. We actually had to rebrand in our first 12months due to a trademark issue, and while it cost us a bomb, it turned out to be a defining moment. It helped centre our values and gave us the clarity to evolve into a brand that could reach and serve more textured hair.

We launched with 5 products and 3 accessories. Today? We’ve got 10 products, 7 accessories, and a complete refill system that removes the heavy lifting for salons while reducing our carbon footprint. Over 150 salons across Australia and NZ now stock LOHY. – and we’re just getting started.

A big part of LOHY. seems to be about education as much as products. Why was it important for you to include that element?

My favourite quote is: “Whether it’s a $5 liquid eyeliner from Kmart or a $100 one from Mecca –if you can’t do wings, THAT’s the problem!” Education is everything. We want our clients to feel empowered, supported, and confident when they purchase LOHY. Whether it’s a quick how-to or a deep dive tutorial, we’ve created resources for every type of learner – because not everything can (or should!) be taught in a 5-minute salon conversation.

Buying another curl cream is great, but if you apply it the same way you’ve always done, you’ll get the same results. Empowering change and building belief in yourself has to be at the heart of it all.

What are your thoughts on the current hairdressing training curriculum in Australia? Do you feel it equips stylists well enough to work confidently with curls and textured hair?

I’ve been at all the AHC industry days, standing alongside others lobbying for change – and I’m thrilled to say, it is coming.

Right now? No, it doesn’t equip stylists to confidently work with textured hair. It’s treated like an afterthought, squeezed in during blowdry training. We need a proper foundation that dives into the why – why frizz happens, why textured hair is dry, and how to begin quenching thirsty, frizzy, unmanageable curls.

Do you believe textured hair training should be a mandatory part of all hairdressing education, and if so, what would you like to see included?

YES, YES, YES.

We need to simplify the science and make it relatable – so that a 16-year-old apprentice can understand how frizz forms, then they’re already halfway there.

Some core elements I’d love to see included:

• Understanding what frizz actually is

• Key differences between straight and textured hair

• Basic product application and drying techniques

• The foundations of cutting textured hair –and why it must be done dry

Looking back, what’s been the most rewarding part of building LOHY., and what’s been your biggest challenge?

Without a doubt – helping people, especially hairdressers, to understand how to work with natural texture. Whether it’s a soft wave or tight coils, we need to offer our clients proper styling support. We are the professionals – if we don’t step up, they’ll go straight to YouTube, TikTok or Priceline… and that’s a no from me!

One of the biggest challenges has been ‘me’. I’ve learned that we’re often our own biggest limitation – the internal dialogue we carry can be the thing that holds us back. Learning to shift that voice to “yes, you can”, to a place of belief and adaptability, has been a powerful part of my growth.

The other major challenge has been within the industry. While leading stylists like Mousey Brown, Jules Tognini, and Bel Mills are paving the way forward, the majority of salons – around 98% – are still hesitant to evolve. Many are holding onto traditional styling like bouncy blowouts and session looks that aren’t realistic or sustainable for clients at home.

It raises the question: why are we still resisting the shift toward embracing natural texture? Why aren’t we confidently sending our clients out with their real curls – and celebrating that work on our socials?

I believe in authentic, lived-in hair. Let’s stop chasing perfect and start showcasing real –because that’s what truly connects with people.

What’s next for LOHY.? Can you share what’s on the horizon in terms of new products, education initiatives, or your vision for the brand’s future?

We’re about to launch our Pro Curls 8 Step Online Training Course – designed for everyone from Cert II students to senior stylists. It’s a weekly step-by-step journey with video uploads and approval checkpoints, ensuring confidence is built at every stage. We’re working towards making this available to SaCSA as a foundational industry training tool.

We’ve also got three new products in the works and – get ready – we’re dreaming up a CURLS + PERMS + CHAOS Tour! No one in Australia is really educating on modern perms and how to create texture, and we’re ready to change that. Watch this space...

@lohy.curls. @maidenhair_ @joninamenzieshair