THE TEAM

ALEX

CREATIVE DIRECTOR

Born in Mexico City Alex and her family moved to Chicago Illinois when she was three years old.

Alex joined Sassoon in November 2002 after finishing beauty school in the US. She was very keen to expand on her basic understanding of hair and on the advice of a friend decided to “train with the best” commencing as an assistant in the Chicago Salon. Since qualifying, Alex has worked as a Creative Stylist in the Atlanta Salon and an instructor at the LA Academy. In 2007 Alex transferred to the UK where she worked in the Cardiff and Nottingham salons. Alex’s natural teaching talents were soon noticed and she transferred to London as a teacher working at all four Sassoon Academies.

As a teacher based at Sassoon Academy in the heart of London, Alex meets the demands of her daily role with flair and enthusiasm. Her talents are further fortified by the wealth of experience she has accumulated en route to her current position and was recently awarded ‘Sassoon Teacher of the Year’ award based on her exceptional teaching skills which include endless patience and a gentle teaching manner.

As part of the International Creative Team, Alex has conducted shows and seminars in Barcelona, Madrid, Sweden, Ireland and London at Salon International and for the Hair & Beauty Benevolent.

Alex takes her inspiration from photography, which she loves, visiting museums, “working with the most amazing people at every level, from the most experienced to the newest assistants” and “my husband – he’s the most determined and disciplined person I’ve ever met!”

When she isn’t teaching, Alex loves reading, travelling - exploring cities and cultures - photography, watching films particularly world cinema and spending quality time with her much loved best friend.

“I’m rewarded every day, working with new students from different walks of life, talking about hair and sharing knowledge and cutting hair with passionate people”.

Paul