My colleague recommended that I see Benito Barron. Little did she know that he does NOT have the license to practice cosmetology in Illinois -- and I was about to pay for his lack of credentials. At my appointment in December, Benito acted unprofessionally and ruined my hair. He put bleach and heat on my already-bleached hair, then left the salon and locked me inside. Twice. Later, he took a shot of liquor and continued to smoke and drink throughout the rest of the appointment. Benito's treatment of my shoulder-length hair resulted in my hair breaking off just an inch below the scalp in some places and falling out altogether in other places. He demanded that I pay an additional $50 for the products that he used during the appointment. Due to his inebriated state plus his aggressive language and disposition at this point, I did not feel as though I could safely refuse or negotiate what I owed despite being completely dissatisfied with the service and outcome of the dye job. After all this, they ignored my calls and messages when I tried to call back to discuss the incident. Within days of my appointment with Benito, I sought out several other professional opinions. The only option was to get a pixie cut. I am deeply troubled by Benito Barron's actions and I am very concerned on behalf of his current and future clientele that he is continuing to practice cosmetology despite his questionable business practices in addition to not having the proper credentials or continuing education required by the Illinois state licensing agency. read more

Soho Atelier - This does not do the damage justice. My hair continued to fall out from the damage that Benito did until a true professional cut it all off. - Blow Dry/Out Services Near Me - Chicago, Illinois

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Benito literally did such an amazing job on my two girls that I scheduled an appointment with him for the following day and got my dream haircut (pinup girl bangs)! I have tried to get this look a few times in the past and was never satisfied. But Benito made it happen! My kids wanted new haircuts to kick off the school year. The change was gonna be a drastic one and I was super nervous they would not be happy and not feel confident on their first day back to class after a year and a half of online learning. What a relief! They got exactly what they wanted, and they were oozing with confidence. Thank you Benito! read more

Benito made me look like a model. Long haired folks that want a good cut, this is your stylist! I looked for a good stylist for years after my regular stylist moved out of the city. I asked for lots of layers, a lob, and curtain bangs. Not only was benito super friendly throughout the entire cut, he educated me on his techniques and the products he used. He owns two salons and has been cutting hair for 30 years. A master of his art. He truly delivered with his techniques, products, and skill. I will be back! Check out the photos for the transformation! read more

Soho Atelier - Before benito's magic - Blow Dry/Out Services Near Me - Chicago, Illinois

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I got a trim, condition, style. I had Benito ans had a good experience! I liked the way he did my hair and would recommend.

I found this salon on a Groupon app and I can't be more happy with the result I got. I have a fine long hair and I wanted to cut few inches and add some layers. I live in Shorewood (southwest suburbs) and it was totally worth an hour drive to Chicago. I had multiple hairstylists doing my hair in my area, however, I was never satisfied with results. Moreover, they never have Groupons and charge decent money for a bad work. Sarah is very talented, experienced and honest hairstylist who definitely meets the expectations of the pickiest clients. I'm one of them, and I can say with confidence that she did a wonderful job and I will definitely come back. read more

Soho Atelier - Before - Blow Dry/Out Services Near Me - Chicago, Illinois

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I was in search of an awesome hairstylist for a few years after moving here from out of state and I finally found that in Sarah! She always listens to what I want and perfectly executes it every time with the utmost care and detail. And I love that I can book online using the Yelp "Book Appointment" link. Her prices are also very fair and affordable. read more

Soho Atelier - Blow Dry/Out Services Near Me - Chicago, Illinois

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Went to check out this place because I needed a new hair stylist. It had been a while and I hadn't gotten highlights in over a year. My hair was a mess and Benito is an absolute genius. He was able to remove the red and gave me these awesome highlights that I still keep getting compliments. I wasn't expecting such a colorful character (with great stories) and it was so great to meet him. I will definitely be going back for a touch up or whatever else he wants to do to my hair. I trust him with my hair! He's a great colorist that knows how to work his magic. Definitely experienced and knowledgeable of Latina hair, which I've been told is not the easiest. Thanks! read more

Soho Atelier - Blow Dry/Out Services Near Me - Chicago, Illinois

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When I first got this haircut, I thought it was fine. Now? This woman DESTROYED my hair. The entire back and side is impossible to style. NOTHING I do can make it not look like I've stuck my finger in a socket - bits sticking out at odd angles everywhere. It's HORRIBLE. I'll have to pay someone to fix it, but with how much she razored off, I shudder to think how short it'll have to be cut to even look decent, and she knew I was trying to grow it out. I'm not really the type to flip out over a haircut, but this is about the worst I have ever had. It's so, so bad. read more

It was my first Brazilian Blowout, and I am so glad I chose this place for it! I came with a very tired, dry, frizzy, damaged hair. Sarah took a very good care of it, she brought my hair back to life! I tried a keratin treatment some time ago, but I didn't like the 72 hours rule when you have to wait until you can wash your hair. With the Brazilian Blowout, I could see the true result immediately and do whatever I want with my hair right away. Benito and his team are great professionals, I would highly recommend this place! read more

Soho Atelier - Before (my hair was tired, damaged, dry, frizzy, I obviously needed some professional help) - Blow Dry/Out Services Near Me - Chicago, Illinois

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I'm disappointed with how my hair turned out. Granted when it was styled perfectly it looked great, but upon further inspection when it wasn't styled, you can see that the color looks harsh and doesn't flow with my natural hair. The hair wasn't toned appropriately. See the video I uploaded. Fortunately my roommate told me I need to get color correction or else I would've never noticed how uneven the color was and been walking around with bad hair. read more

I bought a groupon for a cut, deep conditioning treatment and style. I saw that Sarah had great reviews through groupon, so I booked my appointment with her. I was able to book it online, which was very easy to do. I received a text reminder/confirmation with the address and code to get into the building. Parking is easy, as there is plenty of street parking in front, across the street, and just east of the building. I hadn't gotten a cut in almost 2 years so needless to say I was way beyond needing this hair cut. Sarah didn't make me feel bad or embarrassed at all. She gave me a suggestion on how much to cut off and then also asked what I wanted. I explained my hair type and what I was looking for and she got it right to a T. My hair is naturally wavy, dry, and frizzy. Which can be difficult to cut if you don't know how to do it properly. So I was very happy that she knew what she was doing and made the before and after pics look dramatic and perfect. I will definitely be going back for trims or any other services I may want in the future. We had nice conversation while she was at work. So the hour that she spent on my hair went quick. I've attached before and after pics for you to see yourself. **comment on a previous review about the salon not having cash change for people who want to tip. When you tip, in my opinion you should bring with you what you plan on tipping. With the prevalence of credit and debit cards a lot of places won't carry much cash on them now a days. Don't expect anyone in the service industry to have cash change for your tip because of your incompetence. Also, giving someone a crappy review because of that is stupid and not fair. read more

Soho Atelier - 'Before' my hair cut with Sarah! Look at how way too long and damaged it was! - Blow Dry/Out Services Near Me - Chicago, Illinois

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Benito is an Excellent choice if you're looking for a beautiful blonde, or any gorgeous color for that matter. Not only is he kind and considerate but he will make sure you get exactly what you're looking for. He took his time and really perfected my color. Coming in, my hair was damaged and brassy but leaving my hair felt brightened and healthy with the exact color and tone I requested. I will definitely be returning! Thank you again for everything!! read more

Soho Atelier - Blow Dry/Out Services Near Me - Chicago, Illinois

I'm giving the stylist 2 stars because I do have a couple of positive takeaways from my hair appointment yesterday. I like how she was gentle and careful while combing through my hair. However, I was very disappointed with the outcome of my hairstyle. I booked an appointment for perm rods and she used flexi rods. I noticed too late and just decided to trust her choice. Big mistake. In addition the product that she used made my hair feel very dry and brittle. She even had some difficulty removing the rods. Since my hair was still damp at the roots after the second time under the dryer I decided to end my appointment because it was getting late. Thankfully I made that decision because when I got home I discovered that my curls were so stiff, hard to separate, and I had so many white flakes from product buildup. I'm now spending my birthday eve washing and moisturizing my hair. I sent the stylist a message this morning to request a refund and she doesn't even have the decency to respond. Unacceptable! read more

Everyone should stay FAR FAR away from this hair salon. The owner, Benito, is the worst human being I have ever had the displeasure of meeting - without exaggeration. My girlfriend and I came here for her haircut with a groupon deal and she was treated so poorly by Benito that she left in tears. The appointment started off on the wrong foot right away. We arrived at the salon on time for her appointment. However, as soon as we walked in, Benito stepped out for a 20 minute cigarette break. He came back in stinking of cigarette smoke, offering up no apologies for the delay. He immediately seemed annoyed that her hair was "extra long" and rudely chastised her for not calling ahead of time to let him know. Nowhere on the groupon does it specify what "extra long" hair means. He continued to complain that the "extra long" hair would take longer to cut and that it would be a burden on his schedule. Which seemed ironic considering the fact that he had the time to take a 20 minute smoke break AFTER WE HAD ARRIVED. It only gets worse from here. He eventually "graciously" accepted to cut her hair but in hindsight, we should have left the salon right then and there. He continued to complain as he started cutting her hair but it seemed harmless at first. However, he started to handle her hair very aggressively - to the point where he would pull on her hair hard enough to make her head violently jerk back. She was too stunned to speak up at first because no other hairstylist has EVER treated her so poorly and so aggressively. She eventually politely told Benito "if you don't want to do the haircut, you don't have to" every time he would forcefully tug on her hair. He carried on without ONCE stopping or even saying sorry. It almost seemed like he was hurting her ON PURPOSE as payback for having the audacity to inconvenience him with her long hair. Scared and too astounded to do anything, she started crying. Wouldn't you too? If the person who's supposed to cut your hair was trying to pull your hair out? A normal person would have stopped and apologized. But Benito is evidently not a normal person. Her tears only made him more aggressive. I never thought I'd meet such a vile, disgusting person. He kicked us out when we stood up to his abuse, as if he was intentionally provoking us in the hopes that he could make us leave and go back to his smoke break. He stated something to the effect of "I won't let you treat me like this, get out." AS IF HE WAS THE VICTIM. We were both dumbfounded. As someone has mentioned in the numerous other 1 star reviews, I would not be surprised if he was drunk based on his erratic behavior and general demeanor. Once we got home, we found out that he had the audacity to call the police on us because I forcefully opened the door as we escaped his abuse - CAUSING ABSOLUTELY NO DAMAGE TO ANYTHING. If we were not both traumatized by this encounter, we would have filed a police report for assault - which the police officer who called us encouraged. We're just glad he didn't do any actual harm on us save for the mental anguish of dealing with such an utterly repulsive human being. If you do not believe this story, please take a look at the other 1 star ratings (on google review) of which there are aplenty. There is a clear pattern of behavior which betrays his true character - that of a person who has no qualms about hurting and abusing others. read more

I cannot thank Sarah enough for my hair! She understands my hair so well & I couldn't be any happier! I ask her if we can get rid of the blonde but have peek-a-boo blonde & she mastered it! Definitely recommend if you have curly hair, Sarah the is the one to go to! Never could find someone to work there Magic like she did! 100% recommend ! She & the staff is very careful especially during this time. Super clean & friendly! read more

Soho Atelier - After - Blow Dry/Out Services Near Me - Chicago, Illinois

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Just finished getting my hair done with Sarah and I am absolutely loving my hair. I got a Brazilian blowout with a baylage Followed by a trim and style. I have been coming to Sarah for a few years now and I always leave feeling fantastic and looking amazing always receive tons of compliments on my hair. Thank you Sarah see you next time. read more

Soho Atelier - Just finished getting my hair done baylage and Brazilian. - Blow Dry/Out Services Near Me - Chicago, Illinois

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There is no stylist I trust more than Sarah! After going to her for two years, my hair is the healthiest it has ever been. I recently had her balayage my hair and it turned out exactly how I wanted it. She made my hair look naturally blonde with dimensions. She also put extra strengthening product in to help keep my hair healthy too! She is the best! read more

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I came here because, like many others, I brought the Groupon. My stylist was Benito. First of all, I called when I got there because I did not see the code on the email for how to get into the building. He was very rude when he answered the phone and made it sounds like it was my fault even though I'd never been there before. Then I got up there, waited a little bit before he was done with his client, which was no big deal. I got in the chair and explained to him I was new to Chicago, starting a new career and ready for a fresh look. I showed him a couple of pictures of what I was looking for. He acted like he was half paying attention which really frustrated me. I'm usually not too concerned with my hair but I was trying to give him some context on why this was important to me and I needed to look professional. But when I showed him the pictures we seemed to be on the same page. Fast forward and he washed my hair. The water was kind of cold but I didn't say anything and he kept just washing and then leaving me there while he did something else. I don't know the whole time he seemed to only half pay attention. He didn't seem to want to talk or get to know me, which is fine, I'm not looking for a great conversation when I go for a haircut but he made me feel awkward. And then he chopped off a ton of my hair. It's probably 3 or 4 inches shorter than any of the pictures I showed him. I hate the cut he gave me and left feeling completely dejected. He completely ignored what I said and left me out of the process. He just did what he wanted. i The only positive thing I can say about the experience is it didn't cost a lot of money. read more

Absolutely obsessed with Sarah. I am always a nervous wreck before getting my hair done (countless bad cuts, the woman who fried my hair doing a thermal reconditioning 2 years ago, etc...) so naturally I was nervous going to Sarah, but I felt I would be in good hands just based on the reviews I'd read. The moment I walked into the salon, Sarah was so welcoming and had such a great personality. I'm usually a dud when it comes to making conversation during haircuts, but I felt like Sarah was so incredibly easy to talk to and she was sweet and funny. Onto the important stuff though: the hair! Sarah did a terrific job fixing up a botched haircut that I got 3 months ago at a different salon and that alone made me love her. But Sarah also did a Brazilian Blowout on my hair and OH MY GOD, I'm in love. My hair is so soft and smooth and even the fried parts that a woman caused 2 years ago that are still growing out look SO much better. She even trimmed the ends of the fried parts--she actually took the time to find those damn pieces in my thick head of hair and trimmed them--THAT is dedication. I haven't been to the same salon more than once in the last 10 years because I've always left frustrated or in tears because the stylist cuts off way more than I ask for or just plain butchers my hair....but Sarah managed to be the shining star that changed that. She's my new go to for haircuts and Brazilian Blowouts. read more

Not much to say other than I've been coming to Sarah for the last couple years and I always leave HAPPY. This is kind of a no frills place but I'm always pleased with my haircut and experience. She knows what she's doing when it comes to hair and is extremely friendly to boot. read more

The building itself is confusing to get into. Make sure you call before your appointment if you haven't received a code to get into the door. I have naturally curly hair and I am always so nervous to get my hair cut because most of the time, people don't know how to handle it. Sarah listened to my ideas for my hair and did an extraordinary job with it. I have never been more happy with a cut before and highly recommend those who have naturally curly hair to go to Sarah. She will tend to your hair perfectly, give you tips for the curls, and have a great conversation overall. Highly recommend for all those curly haired people too nervous to get a cut because of the disasters before to get your hair cut by Sarah, she'll make you fall in love with your curls again! read more

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I found this salon through a Groupon deal. I was looking for somewhere that I could get a great haircut at an affordable price, and I definitely got that at Soho Atelier! Sarah was my hairdresser and from the minute I walked in she made me feel like I was an old friend! She asked me what I wanted and to be honest, my answer was pretty vague because I didn't know how to accurately describe what I was looking for, but she NAILED IT! It's like she could see the picture in my mind! From start to finish this was one of the best haircuts I've had. I will certainly be making this a regular stop for me! read more

Benito IS Edward Scissor Hands! He is amazing with cuts. I have friends who have traveled up to 5 hours for his haircuts for years and when I heard he was finally just blocks from me I gave him a try. His specialty is Brazilian Blowouts and I tried it the first time I saw him. It was incredible. I didn't need a flatiron for months! He's also done amazing things with my color too. The only downside is that cloning isn't legal. We need more Benito's in the world! Lol. He splits his time between Holland Michigan and Chicago. His schedule is great for me since my days off are usually at the beginning of the week and it's rare to find a (good) salon open on Sundays and Mondays. If you can work around Benito's crazy schedule you will NOT be disappointed! read more

Soho Atelier - Right after my Brazilian Blowout, cut, and color. - Blow Dry/Out Services Near Me - Chicago, Illinois

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I booked an appt with Sarah. She spent about 10 minutes on the phone with me prior to the appt to walk me through what would happen in my process of getting a brazilian blowout, cut, and color - all in one day! She even helped me figure out what would be the best deal combining my groupon with what i was going to buy out of pocket. She reserved about 5 hours for me before her next appt. and I only had to wait about 20 minutes after I got there. Wasn't quite sure about the color I wanted but I knew I wanted to cover my highlights and Sarah helped me match a color to my current hair tone. The final result is warm and rich. She asked me how tight I want my curl using the Brazilian blowout product - I didn't know it was an option to temper the product - but Sarah seems to be practiced in this and I LOVE my new curls. Wen't from 3B to a 3A and love it : https://www.naturallycurly.com/hair-types Finally I was most happy with how Sarah listened to my direction on the cut because I didn't want to lose too much length but I had obviously damaged my hair pretty bad the past year and needed to cut off a lot. She was careful about how she cut it and honestly it looks like I lost maybe an inch. Only negative I have is the building is not that easy to locate if you're using google maps, try to leave early and be sure to keep the code and keep trying because the stylists hate to have to keep dropping what they're doing to open the door. Best part, both sarah and benito are HILARIOUS and you will feel like you're watching and/or participating in a reality tv show the whole time you're in the chair. I'll be back! read more

I have been going here for some years now and I honestly refuse to let anyone else ever touch my hair again but Benito. He is a genius at his craft and I have never been happier with my hair since the day I found him through a Groupon. My long, blonde hair gets compliments all the time and it's all thanks to Benito's talent. He is so much more than just my stylist. He is my "hairipist" and I love my appointments with not just a stylist, but also a friend. I'll be coming to see you again soon! read more

AVOID AT ALL COSTS. I got a haircut today with Jennifer Nila. I'm not sure how this woman works as a hairdresser since my hair looks like it was cut by a toddler. I had beautiful long straight hair (see photo 1, taken yesterday). I asked her to shorten up my face framing and put in some blended long layers. This is what she did to me. I have genuine questions as to whether Jennifer is qualified to cut hair or not. When I pointed out how uneven and butchered the haircut was, she took no ownership and said it was my fault for sitting with my legs crossed. Excuse me? I have actual trauma from what happened to me today. I am going to see if I can get this fixed by a professional tomorrow, but will probably have to get my hair cut very short, which is the opposite of what i wanted. I feel like my trust has been broken and I don't want anyone else to go through an experience like this. I usually get my haircut at Aveda by STUDENTS and have never had a bad experience. A student will do a better job than Jennifer. Do not get a haircut from Jennifer Nila. read more

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I was at a loss with my hair and knew I needed either a Keratin or Brazilian Blowout. Like many, I went on Groupon to see if I could find a good deal. Even though I have lived in the city for 10 years, I have never really found a stylist I have wanted to go back to again. Fast forward, I bought the Groupon and booked my appointment with Sarah. She was super nice on the phone which made me feel better about going to another new salon and through a Groupon. When I arrived, the environment was inviting and both her and Benito were super friendly. I brought a book to read but did not even open it really. Sarah and I chatted the whole time and I really enjoyed the longer process. After the blowout and cut, my hair looked amazing. I have not seen my hair looking that good in a long time. I was so terrified to get a cut and that the stylist would take off way more than I wanted. Sarah listened to what I wanted, was upfront with me about my ends being kind of a disaster (which I knew) and her need to take a tiny bit more if I was ok with. As someone who fears haircuts, I was appreciative. I will go back to Sarah at Soho Atelier for my next service without a doubt. read more

I found Soho on groupon and took a chance since I have not been able to find a good salon/hair stylist. It has been three years since then and not only have I found a hair stylist, I found a friendship within. Sarah is so talented on what she does! Not only is she knowledgeable, she cares about the quality of your hair. Sarah makes the environment super comfortable and especially during these times, very safe and clean. Her execution is brilliant and I cannot see myself go to anyone but her. Especially since I have curly hair. I have referred Sarah to my whole family and friends who have all gone (more than once) and had the same experience/results. If you want good conversation, vibes and great hair.. Sarah is your girl. I know she's mine! read more

What a disappointing cut and experience at this place. Let's just say that I had to twice bring it to this guy's attention that his work was so uneven as to make him suggest that I might want an asymmetrical cut! Not only did I not get a cut resembling anything I asked for (making me seriously wonder if Benito actually has any updated cutting skills, or just simply doesn't care), but this guy walked around and tended to a myriad of things through out the service, and sat down before it was even over. If you feel above having to give a visitor to your salon the time or attention it takes for even a decent haircut, spare us. PLEASE. read more

I have been going to Sarah for over a year. She listens and has more than reasonable pricing. It was a quite and safe setting before Covid and now even more so. read more

Sarah was fantastic! I felt comfortable and welcome right away, no awkward small talk but like genuine interaction while she did my hair. I came in with heavily bleach-fried hair and left with silky hair and exactly the cut I asked for. Will absolutely be back! read more

I purchased a Groupon for a haircut and style and it's one of the best deals on the planet. Benito has excellent technique - sometimes it's not just about "can you do it?" but can you do it with skill, finesse and speed. He can! He has years of experience cutting and styling and it shows. My haircut was pretty simple - round layers, with face framing in the front, and I walked out looking amazing. Honestly, you pay a very reasonable price for very elevated skill. I would highly recommend Soho Atelier to anyone! read more

After years of searching, I finally found my hair guru! Benito always knows how to get his client super happy!! Since I have been there the first time, my mom and my sister decided to switch to him as well. It is always a wonderful experience, I have been there for haircuts, highlights and perm and couldn't be happier with the results. High quality products and the atmosphere is very relaxing. Highly recommend read more

I have been going to Sarah at Soho Atelier for 2 years now. She provides a great cut and color every time; bonus, her services are competitively priced. Thank you, Sarah! read more

Got the Groupon for $25 (cut, condition, and style) and got my eyebrows done. Sarah did both and it was awesome!! The salon is cute, Sarah is super nice and she was ready for me as soon as I arrived. Def going back read more

Sarah was so nice and easy to talk too, which usually at hair appointments I'm super awkward and uncomfortable but I was laughing and really just enjoying the conversation, which was like a huge bonus. I didnt go in for a crazy cut, just a trim since it had be 6 months after my last cut, but wow did I feel good walking out of there. Most stylists over cut, or leave me with overly blow dryed poofy messes. My biggest issue has always been my bangs, and she fixed them, which no stylist has actually cut my bangs in a way I'm excited to show before. The building itself was like the most difficult adventure, but I mean there was a directory that I did not notice when I walked in so I wandered for a good 5 minutes before I figured it out. read more

I asked for baby bangs and layers and told her I wanted to keep the length (ponytail). She cut off all my length and cut my bangs so super short they stood up on my head like I stuck my finger in a light socket. It's been a month and they still won't lay flat because they're so short. I have been very self-conscious and sad since this happened. I feel so ridiculous-looking that I barely want to leave the house. Don't go here if you have curly or textured hair. They don't understand it. This person was cutting hair like the day she was born. I swear I gave my Barbies better haircuts when I was 5 years old. The right and left side are also unbalanced and different lengths. I can't even go somewhere else to have it corrected BECAUSE MY HAIR IS GONE. read more

Benito is a genius!! I trust him to make all the right moves when it comes to my cut and colors. Whether I have a specific style in mind or just a vision he knows how to do my hair perfectly. I started seeing him in Holland Michigan (and yes he still has a salon there as well as Chicago) and I would never trust another to do as amazing of a job that he does! If you are looking for an amazing cut, color, blow out, whatever with your hair Benito is the best!!! read more

Soho Atelier - Side shave and amazing burgundy color!! - Blow Dry/Out Services Near Me - Chicago, Illinois

Loved it!! The salon is really nice. The design inside is fun too. I enjoyed my experience. I got the Brazilian blowout, haircut and style. I highly recommend this salon to anyone. The owner and his associate are very nice. He definitely knows what he is doing. I've never had a Brazilian blow out. So I did not know what to expect. I am very pleased with the results. I got the best cut I have in awhile. I love my new do and my hair feels amazing. I've been looking for a regular hair stylist. I think I found him! Thanks so much Benito! read more

CUSTOMERS BEWARE - I fell victim to the dreaded BAIT AND SWITCH and my hair suffered for it!! I purchased a Groupon for a deep conditioning, haircut and blow dry to this salon. I called ahead and booked an appointment with Benito (I specifically requested him). When I arrived Benito walked me in but then passed me off to an inexperienced stylist (she mentioned having recently completed beauty school). Benito then proceeded to sit in a corner of the room flipping through a magazine. I explained that I wanted a fairly simple cut (even in the back with some face-framing layers). The newbie stopped several times during the cut and acted confused; Benito barked some orders and she continued chopping. Just when I thought the experience couldn't get any more unprofessional and uncomfortable, the newbie attempted the worst blow dry I have ever experienced. Not only did she pull out chunks of my hair with her bumbling brush maneuvers, she also hit my scalp several times with a flat iron. The torture resulted in a frizzy, puffy mess on my head that was part "I stuck my finger in a socket" and part bride of Frankenstein. To round off SoHo's "cheating the customer" experience, the newbie did NOT deep condition my hair (which was supposed to be included in the Groupon). Instead she stuck some cheap leave-in garbage in my hair, hoping I had been previously lobotomized and wouldn't notice the difference. Moral of the story - AVOID THIS PLACE AT ALL COSTS!! read more