How Authenticity, Action & Mentorship Built a Beauty Empire: The Journey of Dimitra Louro and Malia Extensions

In a powerful live interview streamed across Facebook and YouTube, business coach Nick Mirabella sat down with Dimitra Louro, the visionary founder of Malia Hair Extensions. The conversation peeled back the curtain on how one stylist turned her frustrations into a movement—and built a thriving brand by doing things differently.

What followed wasn’t just an interview—it was a masterclass in hustle, heart, and hair.

💡 It All Started with a Problem

Like many great businesses, Malia Extensions was born out of frustration. Dimitra was a salon owner working with a popular extension brand—but when the quality slipped and customer service tanked, she decided to stop complaining and start creating.

“I was using another brand I was in love with... then it became a hassle. Customer service wasn’t there, and the wefts didn’t make sense. So I took matters into my own hands.”

The result? A revolutionary no-glue, no-tape, 15-minute-per-row installation method that not only respects the stylist’s body (goodbye carpal tunnel!) but drastically increases income and saves clients time.

“People don’t want to sit in a chair for hours. This method? You can triple your income in two months. It changed my life—and now it’s changing others’.”

🚀 Action Beats Planning Every Time

Dimitra didn’t wait until everything was “perfect.” She dove in, spent $30,000 figuring it out, and learned by doing.

“You built the business man before the business plan,” said Mirabella. “People try to plan every detail and never start. You just said, ‘F*ck it, I’m going to get started.’”

This bias toward action became a recurring theme. While others overthink, Dimitra executes.

📈 Coaching Changed the Game

Dimitra’s shift from stylist to entrepreneur wasn’t a solo journey—it was supercharged by mentorship. Nick was her first business coach, but not her last. From leadership to social media to accounting, she built a dream team of specialists.

“I got something out of every coach. It molded me into who I am today. I would never change that.”

She went all-in, even when the price tag felt insane.

“You don’t even have $15K in your account, but when you invest in a coach? You’ll get it back so much faster.”

👥 Build the Team, Build the Dream

One of Dimitra’s most powerful beliefs?

“You build the team—and the team builds the business.”

Her leadership empowered her stylists to rise. One stylist, Bri, exploded her income in just 9 months, bringing in over $5K per week just from extensions. The key was creating a structure and vision that allowed her to step out from behind the chair and build a brand.

🏭 Manufacturing Woes & Wins

Hair extensions aren’t just about aesthetics—they’re about science and sourcing. Dimitra’s $30K investment wasn’t just about branding—it was trial, error, and heartbreak with overseas manufacturers.

“I got screwed a few times. Everyone says, ‘Oh, I’ll just order from Alibaba.’ I’m like, ‘Okay... talk to me in two weeks.’”

From acid washes to fabric dyes to expansion percentages, she knows her product. And she trains stylists to understand it too.

“Hair expands 20–30%. You better be washing it before installing it.”

📲 The Power of Being Real Online

Dimitra’s social media isn’t polished—it’s real. That authenticity is part of her magic.

“Be authentically you. You have to be.”

Whether it’s sharing hard truths, day-to-day salon life, or behind-the-scenes chaos—she shows up. And people connect.

“I’m not for everyone, and that’s okay. But people trust me because I’m honest.”

She encourages stylists to document everything, especially the early stages. It builds trust, relatability, and long-term loyalty.

💪 Defy Labels. Define Yourself.

Dimitra’s story is also one of resilience. She didn’t let being a high school dropout define her.

“So many people let a label become their identity. You never did,” Nick said.

Her mindset? Own your hustle.

“If you want something, go get it. No one’s going to do it for you. I knew I was a hustler—it was just a matter of time.”

🔑 Final Takeaways

Dimitra’s journey from salon frustration to brand domination wasn’t easy. But it was real. Her success comes down to seven key truths:

1. Solve a real problem.

2. Take messy, massive action.

3. Invest in expert mentorship.

4. Empower your team.

5. Know your product.

6. Show up authentically online.

7. Refuse to be defined by your past.

👣 Ready to Follow the Journey?

• Follow: @dimilouro and @maliaextensions on Instagram
• Visit: maliaextensions.com to explore the brand and training opportunities
• Apply It: Take action, be real, and get a mentor to accelerate your salon or brand journey

“Your past doesn’t define you. Your vision does.” – Dimitra Louro

Watch the Full Podcast Episode HERE