Virgin olive oil (VOO), the "golden liquid" of the Mediterranean diet (MD), has experienced rising global consumption due to its health-related properties and remarkable sensory attributes. VOO's health benefits are linked mainly to its fatty acid and phenolic profiles. Polar phenolic compounds (PPCs) contribute to the VOO quality and sensory-nutritional aspects, being responsible for the only health claim regarding its protective influence on the oxidation of blood lipids. VOO's phenols are influenced by the rate of their solubilisation and the chemical/enzymatic reactions during processing, significantly affected by technological factors. Malaxation plays a significant role in VOO's PPCs content. This review highlights recent technological advances in VOO extraction, particularly the impact of malaxation on PPCs. Non-thermal methods, such as pulsed electric field and ultrasound show promise in improving PPCs content, especially secoiridoids. Future research efforts should focus on industrial-level studies and optimising extraction per olive genotype to standardise high-quality VOO production.