With two decades devoted to his craft, Beni Sicilia has amassed a loyal following of clients.
Raised in the 'good old days' of the time-honoured beauty parlour, Beni learned the power of beautification from watching his father transform Toronto's women from "kerchiefs to curls". An immigrant from southern Italy, Beni's father provided a service and an environment that was a pillar of the community with the opening of his first Salon in 1964, much like the Blow Dry Lounge is to Toronto's Rosedale.
Beni honed his skills as an apprentice under the mentorship of Marc Anthony, with the academic support of George Brown College. A tenure with Toni & Guy brought Beni to London, where he refined his cutting expertise and eventually, Beni helped bring the Toni & Guy brand to Canada.
In his role as Creative Director at Salon Jie, under the tutelage of Jie Matar, Beni perfected the art of the master blow dry, and realized the power of the consummate blow out.
In the fall of 2008, this passion was recognized together with the support of older brother Domenic and Sister-in-law Lorena, co-owners of the World Famous Truefitt & Hill- “Barbers to British Royalty since 1805”, www.truefittandhill.ca, the Blow Dry Lounge was born. Taking a page from the blow dry salons in New York, but with a friendly Toronto twist, they launched the first salon of its kind, devoting exclusively to blow outs. The result is an unwavering commitment to delivering great hair and great service, in an environment is as equally as welcoming to clients as it is to his charming staff.
Regularly referenced in FASHION Magazine, the National Post, the Globe and Mail, Toronto Star, Toronto Life, Sweet Spot, and more, Beni has become an authority on no-nonsense hairstyling. His work has graced London Fashion Week, commercial photo shoots and, just as importantly, the streets of Toronto.
Whether his celebrity clients are flying him to Cannes (forget prying...he'll never tell who they are!), or he is accommodating a last-minute walk-in from a new client, Beni gives the same level of service and attention. His credo, a reflection of his years in the business, is steadfast: "focus on the hair, keep low pretence and make women beautiful".
Beni Sicilia and the Blowdry Lounge have created specially designed hair packages especially for Canada's Perfect Pageant contestants:
1343 Yonge Street,
WASH. CUT. BLOW. GO.