About us
The Birth of Loba Mane
Loba Mane was born from a desire to celebrate the wild spirit within every individual. Our name comes from the Mexican myth of La Loba — the she-wolf who collects bones and breathes new life into them. That spirit of renewal inspires our botanical hair care and our celebration of self-expression.
Inspired by Self-Expression
Loba Mane’s story began when our cofounder, Heidi Pernett, from a family of salon owners for generations, was inspired by the way people express themselves through hairstyles and color. Heidi and her mother Linda dreamed of creating hair care that would support that creativity with hydration, softness and practical styling benefits.
When Science Meets Nature
In 2015, Heidi and Linda teamed up with scientist Mehdi Ghaffari to turn their vision into reality. The team combined botanical ingredients with professional formulation, refining what became Loba Mane’s Color Vibrante* collection.
*Color Vibrante translates to vibrant color.
For the Wild and Wise Manes
In 2017, the Loba Mane team launched a Latina-inspired hair care brand in the U.S., celebrating cultural diversity, self-expression, and wild and wise manes.
Let Your Mane Tell Your Story
Loba Mane celebrates individual hair types, textures and styles. Our professionally formulated botanical hair care brings together hydration, conditioning, definition, softness and shine in a simple Treat • Style • Finish routine. Choose the products and sizes that fit your hair and let your mane tell your story.
Beautiful hair. A brighter you.
