eto’s career began in 2007 in Mexico City where he joined Cosmetology School learning Pivot Point methods for cutting, coloring and styling. Beto owned his own salon in Mexico City for 4 years before moving to Chicago in 2014. While studying Cosmetology at Steven Papageorge Hair Academy in Chicago, he learned TiGi methods for cutting as well as coloring with L’oreal Professional and Wella.
Upon graduation, he went on to work behind the chair at an upscale salon in the city. Because of his extensive training and talent with color, Beto was offered the opportunity to be a Wella Brand Educator in 2016. Beto’s passion for hair color drives him to continue learning new techniques and skills that create new inspiration. His constant training and education allows him to deliver versatile results ranging from natural, lived-in color to vibrant and bright fashion-forward hair. He strongly believes in the importance of a proper consultation prior to all hair services to ensure excellent results while preserving the integrity of the hair. Above all, Beto’s passion is helping his clients discover their true self with their own hair.