From fine Hair to a Global Hair Empire - The story of Emilly Hadrill
Posted 23 March 2026
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Founder Story
By Manuel Scheu — Published 23 March 2026 · 10 min read
Emilly Hadrill at a Glance
Years in Hair Extensions: 17+ years (founded 2007)
Luxury Australian Salons: 4 locations (Gold Coast, Brisbane, Sydney, Melbourne)
International Markets: UK, France, Finland, Germany and wider Europe
The 90-Minute Appointment That Started It All
Some of the world's most enduring brands are born not in a boardroom, but in a single, transformative personal moment. For Emilly Hadrill, that moment arrived at a hair salon chair — and it changed everything.
Growing up with naturally fine hair that would never grow past her shoulders, Emilly spent years feeling frustrated by her appearance. Like millions of women, she carried this insecurity quietly. Then, before she launched her first business, she booked a hair extension appointment — and walked out a different person.
"After a quick and easy 90-minute appointment, not only did hair extensions give me the look I was wanting, I walked out feeling more confident than I ever had been. I fell in love with hair extensions because of the way they made me feel, and the way they made me look. I could walk down the street and know that even if I wasn't wearing makeup or my best clothes, at least my hair looked great."
That emotional discovery ignited an obsession. Rather than simply enjoy the result as a client, Emilly completed multiple training courses, studied application techniques across different methods, and identified what salons across Australia were getting fundamentally wrong. Her conclusion: "Salons didn't really understand how to get the best result with hair extensions for their clients — whether it be effectively blending colours or cutting the extensions into the natural hair to give a natural and beautiful effect."
She saw a gap that was both commercial and deeply personal. In 2007, she set out to fill it.
2007: Founding the Salon That Became a Movement
Every appointment at Emilly Hadrill Hair begins with a personalised consultation — and ends with a transformation.
In 2007, Emilly opened a business dedicated, from its first day, entirely to hair extensions — a specialist focus that was virtually unheard of in Australian salons at the time. The early years were defined by grit that never appears in press releases: a home setup that quickly outgrew its walls, then a small commercial space in Mermaid Beach on Queensland's Gold Coast, with Emilly working 12-hour days seeing every single client herself.
The business grew with no marketing budget and no grand launch strategy. It grew entirely on word of mouth — from clients who had never experienced this depth of specialisation, this quality of result, this level of personalised aftercare. As Emilly has described: "I created a space that was luxurious and personalised for my salon guest and it grew really quickly from referrals."
As the business expanded, Emilly began hiring fully qualified hairdressers. "After a couple of years I started employing team members who were fully qualified hairdressers to take the business from just hair extensions to a larger space offering all hairdressing services as well," she explains. This decision transformed the salon's capability — unlocking seamless colour matching that turned each appointment into a genuinely bespoke experience.
The Grow My Salon Business podcast, which featured Emilly in Episode 160, described her as "the leading provider of premium extensions in Australia" with salons "generating $6 million dollars a year in sales."
Today, Emilly Hadrill Hair & Extensions — trading as EH Hair Extensions — operates four luxury salons across three Australian states: Gold Coast, Brisbane, Sydney, and Melbourne. The team numbers over 30 hairdressers. The client base exceeds 10,000 people annually, with many clients in their 16th consecutive year of visiting. The brand's own materials describe it as "one step above your normal hair salon" — a standard maintained since the very first appointment Emilly ever performed.
The Four Luxury Salon Locations
Gold Coast, Queensland — the original home, Mermaid Beach. The salon where it all began in 2007.
Sydney, New South Wales — bringing the Emilly Hadrill experience to Australia's largest city.
Melbourne, Victoria — the southernmost salon, completing the national footprint.
2010: Creating Jadore Hair Supplies — Because the Perfect Product Didn't Exist
Emilly Hadrill — founder of Jadore Hair Supplies, Australia's largest hair extension wholesale brand, launched in 2010.
Running four busy, specialist hair extension salons gave Emilly something most entrepreneurs never get: direct, unfiltered feedback from thousands of clients over thousands of appointments. One frustration kept surfacing: no wholesale supplier in the market could reliably deliver hair extensions to the standard her salons demanded — genuinely thick to the tips, colour-stable, ethically sourced, and built to last.
Rather than lower her standard, Emilly solved the problem herself. After more than two years of intensive research and testing across different hair types, grades, and manufacturing processes, she launched Jadore Hair Supplies in 2010. As the official Jadore website explains: "Jadore was founded in 2010 by people who live and breathe hair extensions. We had fallen in love with the way hair extensions made us look & feel, but finding a wholesale supplier who could supply good quality hair on a consistent basis was hard."
The research phase was exhaustive. According to Jadore's own documentation, the company "spent over two years researching hair types before launching and has since spent over eight years refining its supply chain."
The Jadore Standard: What Makes It Different
100% Remy Russian hair — cut directly from the ponytail to maintain cuticle alignment in one direction, preventing tangling and matting.
Double-drawn construction — ensuring consistent fullness from root to tip, with no short hairs thinning the ends.
Ethically sourced donors — Emilly personally visits the factory partner to verify ethical sourcing standards.
Extension-safe hair care range — sulphate-free, protein-free products formulated to protect extension investments for nine months or more.
Full application range — tape, keratin, weft, and beaded methods available for every client hair type and lifestyle.
Jadore Hair Supplies has since dispatched over 150,000 orders internationally and is regarded as Australia's largest hair extension wholesale brand, trusted by thousands of salons across Australia and New Zealand. Its Instagram community has grown to nearly 98,000 followers, making it one of the most followed hair extension brands in the Southern Hemisphere. Independent business analysis from Accio confirms Jadore is "a partner sponsor of the Australian Hair Fashion Awards" and "a preferred brand within Australia's hair extension market."
Jadore Hair Supplies — the premium Australian hair extension brand founded by Emilly Hadrill in 2010, now trusted by salons across Australia and New Zealand.
The Dior Dispute: How Adversity Sparked a Global Brand
Every great business story has a chapter of adversity — a moment that tests the founder's resilience and forces a strategic rethink. For Emilly Hadrill, that moment arrived when her international ambitions for Jadore Hair Supplies came face to face with one of the most aggressively protected brand names in global luxury.
Christian Dior's legendary J'adore fragrance, launched in 1999, has become one of the world's best-selling perfumes and one of the most robustly protected trademarks in the beauty industry. The European Union Intellectual Property Office (EUIPO) has consistently upheld the J'ADORE mark across the beauty and personal care sector, recognising the name carries an exceptionally high level of recognition throughout the European Union. Cosmetic and hair care brands operating in European markets with names similar to "J'adore" face substantial opposition risk under EU trademark law.
As Emilly prepared to expand internationally, the trademark landscape was unmistakable. As the official Jadore by Hadrill Hair YouTube channel states directly:
"Today, Jadore by Hadrill Hair is expanding internationally as Hadrill Hair due to the trademark dispute with Dior regarding the term 'J'adore'. Outside Australia, the brand trades as Hadrill Hair."
Rather than engage in a protracted, expensive legal battle against one of the world's most powerful luxury conglomerates — LVMH Moët Hennessy Louis Vuitton — Emilly made a commercially astute and bold decision: launch internationally under a name that was entirely, unambiguously her own. Hadrill Hair was born.
The solution was elegant. In Australia and New Zealand, where the brand had been beloved for over a decade, business continues under the Jadore Hair Supplies name — now branded as "Jadore by Hadrill Hair." Internationally, the brand trades as Hadrill Hair — named directly for the woman who built it from nothing. Same uncompromising quality. Same values. Same founder. An identity now rooted entirely in Emilly's own story.
The rebrand was not a retreat. It was a launch ramp. Freed from trademark constraints, and carrying a name with a richer personal narrative, Hadrill Hair stepped onto the world stage with clarity, confidence, and an unencumbered path to European expansion.
2024–2026: Conquering Europe as Hadrill Hair
With Hadrill Hair established as the international brand, Emilly turned her focus to the biggest opportunity in the global hair extension market: Europe. The strategy was methodical, relationship-driven, and anchored in the same quality-first philosophy that built the Australian empire.
Cosmoprof Worldwide Bologna, March 2025
In March 2025, Emilly and her team exhibited at Cosmoprof Worldwide Bologna — the world's most prestigious professional beauty trade fair, hosting over 255,000 professionals from 150 countries. As the team's LinkedIn post described the occasion: "As a Founder Led, Australian Success story, we are excited to be exhibiting at Cosmoprof for the first time. HADRILL HAIR Born from a passion for delivering unparalleled quality, our brand originated within the walls of Emilly Hadrill Hair Extension Salons." The team welcomed meetings with distributors, hairdressers, and wholesale partners from across the world.
The Kaine Vakai Collaboration — UK & European Launch
A high-profile collaboration with Australian hair artist and educator Kaine Vakai — described by HairCon Manchester as "a Redken Global Creative Artist and ambassador for Jadore/Hadrill Hair" — became the engine of the UK and European launch. Together, they developed the Kaine Vakai × Hadrill Hair Collection: a professional 7cm tape weft range that opened for pre-orders in October 2025 and began shipping to the UK and Europe in November 2025. By March 2026, Kaine was still posting results: "170 grams of my very own Kaine Vakai x @jadorehairsupplies x @hadrillhair 7cm Tape Weft Extensions and the transformation speaks for itself."
By the end of 2025, the Hadrill Hair team had completed their fourth trip to Europe and the UK for the year. A December 2025 Instagram post captured the scale of what had been achieved: "It's been a big year for Hadrill Hair, from launching in Europe to Cosmoprof in Italy and our UK tour."
Active European Markets
🇬🇧 United Kingdom
Official UK Ambassador programme launched with Kaine Vakai. Stockists across England and Scotland from Camberley to Aberdeen. The "Haus of Impact" education tour series covers Glasgow, Manchester, London, Cardiff, and further UK cities in 2026. A dedicated UK wholesale trade portal is live at trade.hadrillhair.com.
🇫🇷 France
A dedicated French-language storefront is live at hadrillhair.com/fr, with pricing and shipping in EUR. France is a strategic priority — the home of the Dior trademark that prompted the rebrand, now a market Hadrill Hair is entering on its own terms. The 2026 Haus of Impact tour includes a Paris date in April.
🇫🇮 Finland
A dedicated @hadrillhairfinland Instagram channel launched in 2025, posting in Finnish ("Hiustenpidennysten uusi aikakausi" — A new era in hair extensions). Finnish salon lifestyleshop.fi is listed as an official stockist. Helsinki was included on the 2025 Kaine Vakai education tour.
🇩🇪 Germany & wider Europe
A German-language storefront operates at hadrillhair.com/de. Products are priced in EUR with European-wide shipping. Education and wholesale expansion continues across the continent following Cosmoprof connections made in 2025.
By 2026, Hadrill Hair's Facebook page describes the brand as "Europe's Leading Hair Extension Brand" — a claim backed by real stockists, real salon ambassadors, and real education tours across the continent.
Watch: Emilly Hadrill's Founder Story
Hear directly from Emilly about the journey from personal insecurity to building Australia's leading hair extension empire — and the vision that is now taking Europe by storm.
Australia's definitive specialist hair extension salons. Four luxury locations, a team of 30+ qualified hairdressers, and a client base exceeding 10,000 people annually, the salons specialise in hair extensions and custom colour matching. In Emilly's own words: "one step above your normal hair salon."
Australia's largest hair extension wholesale brand. 100% ethically sourced, double-drawn Remy. Complete range of application methods — tape, keratin, weft, beaded — plus a professional extension-safe hair care line. Nearly 98,000 Instagram followers. Trusted by thousands of salons across Australia and New Zealand.
Markets: UK, France, Finland, Germany & wider Europe
The international sister brand to Jadore — same premium quality, global reach. Launched internationally after a trademark dispute with Christian Dior over the J'adore name. Actively distributed across the UK, France, Finland, and Germany through a growing network of salon ambassadors and stockists. The Kaine Vakai × Hadrill Hair collaboration has driven rapid UK expansion since November 2025. Positioning: "Europe's Leading Hair Extension Brand."
2007 —First Salon Opens, Mermaid Beach, Gold Coast. Emilly launches as a solo operator, working 12-hour days. Business grows entirely through word-of-mouth referrals.
~2009 —First Team Members Join; Full Hairdressing Services Added. Qualified hairdressers join the team. Custom colour matching becomes a defining competitive advantage.
2010 —Jadore Hair Supplies Founded. After more than two years of research and testing, Emilly launches Australia's premium hair extension wholesale brand.
2012–2019 —National Expansion to Four Luxury Salons. Emilly Hadrill Hair & Extensions grows to Gold Coast, Brisbane, Sydney, and Melbourne. Annual revenue surpasses $6 million.
April 2024 —Jadore Platform Revamped; International Strategy Begins. A redesigned wholesale platform launches. Hadrill Hair is established as the international brand to navigate the Christian Dior J'adore trademark conflict.
March 2025 —Cosmoprof Worldwide Bologna Exhibition. Hadrill Hair exhibits at the world's largest professional beauty trade fair. Four European trips completed by year end. Kaine Vakai × Hadrill Hair 7cm Tape Weft Collection launches in the UK in November 2025.
2026 —European Growth Continues; Dublin & Paris Education Tours. The "Haus of Impact" tour expands to Dublin, Glasgow, Manchester, Cardiff, London, and Paris. Hadrill Hair stockists active across England, Scotland, Finland, France, and Germany.
The Person Behind the Brands
Emilly Hadrill — founder, hair extension obsessive, and the entrepreneur taking Australian quality to the world.
Behind the salons, the wholesale brand, and the global expansion is a woman still motivated by the same conviction that started everything: helping women feel genuinely, powerfully confident. On TikTok — where she posts as @emillyhadrill, describing herself as "Founder Emilly Hadrill Hair Extensions & Jadore Hair Supplies" — she shares the everyday magic of her extensions, showing the transformative results her brands deliver to real women.
In May 2025, the NXT SZN podcast's episode "Building Unshakeable Confidence with Emilly Hadrill" described her as a "beauty industry powerhouse and founder of Hadrill Hair." The conversation covered the realities of balancing ambition with family, and the courage required to rebuild under a new brand identity.
The Hadrill Hair website describes the brand's DNA plainly: founded because Emilly wanted "a superior product that is long lasting and thick right to the ends," and because she visits the factory partner herself to ensure ethical sourcing — not as a PR exercise, but as a personal standard. The brand's internal description of its founder: "an absolute perfectionist" who is "hair extension obsessed."
That obsession — combined with the resilience to turn a multinational trademark challenge into a stronger international identity — is precisely what makes the Emilly Hadrill story so compelling. It is not a story of luck or timing. It is a story of someone who knew exactly what she was building, and built it anyway.
What Emilly Hadrill's Story Tells Us About Building Something Real
The arc of Emilly Hadrill's journey is, at its core, a story about solving a real problem with uncommon commitment. She didn't set out to build a multi-brand empire. She set out to give women the confidence she had discovered — and to do it better than anyone else.
From a Gold Coast salon working 12-hour solo days, to a team of 30+ professionals serving over 10,000 clients annually. From a product gap that frustrated her own salons, to Australia's largest hair extension wholesale business with 150,000+ orders dispatched. From a trademark challenge that could have halted international growth, to Hadrill Hair establishing itself across the United Kingdom, France, and Finland.
The limitation became a launching pad. The constraint became a brand identity. And today, as Hadrill Hair positions itself across Europe, the foundation of everything remains unchanged: one woman, one conviction, and an uncompromising belief that every woman deserves to feel the confidence that comes from looking exactly the way she wants to look.
Emilly Hadrill is an Australian hair extension expert, entrepreneur, and founder. She founded Emilly Hadrill Hair & Extensions in 2007 on the Gold Coast, growing it to four luxury salons generating $6 million+ annually. She also founded Jadore Hair Supplies in 2010 — Australia's largest hair extension wholesale brand — and Hadrill Hair, the international brand now expanding across Europe. She describes herself on TikTok as "Founder Emilly Hadrill Hair Extensions & Jadore Hair Supplies."
When did Emilly Hadrill start her hair extension business?
Emilly Hadrill founded Emilly Hadrill Hair & Extensions in 2007, starting as a solo operator in a small commercial space in Mermaid Beach, Gold Coast, Queensland. The business has now been operating for over 17 years, with four luxury salons across Australia.
What is Jadore Hair Supplies and when was it founded?
Jadore Hair Supplies is a premium hair extension wholesale and retail brand founded by Emilly Hadrill in 2010, after more than two years of research and testing. It supplies 100% ethically sourced Remy Russian hair extensions and has dispatched over 150,000 orders. It is regarded as Australia's largest hair extension wholesale brand.
Why did Jadore Hair rebrand to Hadrill Hair internationally?
Jadore Hair Supplies is expanding internationally as Hadrill Hair due to a trademark dispute with Christian Dior (Parfums Christian Dior / LVMH) over the term "J'adore" — the name of Dior's iconic, extensively protected fragrance. Rather than engage in costly legal conflict, Emilly chose to launch internationally under her own family name. In Australia and New Zealand the brand remains Jadore Hair Supplies; internationally it trades as Hadrill Hair.
What countries is Hadrill Hair available in?
Hadrill Hair is active across the United Kingdom (with a full ambassador and stockist network since late 2025), Finland (dedicated Instagram @hadrillhairfinland and Helsinki education tours), France (hadrillhair.com/fr), and Germany (hadrillhair.com/de). Hadrill Hair is also shipping to the US, Canada, Dubai and Japan. The brand exhibited at Cosmoprof Worldwide Bologna in March 2025 and is expanding via the Kaine Vakai "Haus of Impact" education tour series across Europe in 2026, including Paris and Dublin dates.
Where are the Emilly Hadrill hair salons located?
Emilly Hadrill Hair & Extensions (EH Hair Extensions) operates four luxury salons: Gold Coast (Queensland), Brisbane (Queensland), Sydney (New South Wales), and Melbourne (Victoria). All specialise in hair extensions, custom colour matching, and comprehensive hairdressing services.
