Tributes are pouring in for the young woman killed in a car crash last week.

Emergency services were called to the scene on Te Aute Rd near Havelock North about 7pm on Friday where two cars had collided head-on, resulting in the death of one woman.

Yesterday police named her as Jennifer Eriha, 25, of Flaxmere.

Three other women involved in the crash remain in Hawke's Bay Hospital's intensive care unit. Yesterday a Hawke's Bay District Health Board spokeswoman said a woman in her 50s was in a critical condition, and two women in their 20s were in serious conditions.

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Tributes have been pouring out on social media for Ms Eriha, who is being remembered as a loving sister, cousin, and aunty.

Yesterday her family declined to comment.

A woman who knew Ms Eriha, but did not wish to be named, said the 25-year-old was very friendly.

"She was always up for an adventure, and was a lovely girl," the woman said. "She was like any other young person, she was young and free."

Although Flaxmere councillor Henare O'Keefe did not know Ms Eriha personally, he said his heart went out to her "grief-stricken parents".

"Any death at any time is untimely," he said. "I just want the family to know that all the love of Flaxmere and beyond we send their way."

A fundraiser was held over the weekend to raise money for Ms Eriha's family.

Senior Sergeant Nick Dobson of the Eastern District Command Centre said the crash was a "tragic incident".

"Any crash that takes both a life and where another person is so seriously injured is a reminder to us all how precious life is," he said. "This should be a timely remind for all road users to take care when driving on our roads."

The Serious Crash Unit is investigating the cause of the crash.

Last month, Aaron McDonald, 38, and his son Cruz, 8, died when their Weatherell Transport truck crashed through a barrier on State Highway 2, about 5km north of Norsewood, landing in dense bush 20m below.