PERSONAL STYLE: Fernando Romero, the Bio Ionic Man

By Anne Moratto | 06/06/2014 4:16:00 PM


If “dashing” isn’t his middle name, it should be. Fernando Romero, Founder and CEO of Bio Ionic styling tools, haircare and straightening treatments, has spent his career in beauty and fashion, beginning at the Vidal Sasssoon Salon in Beverly Hills. He would advance from apprentice to International Artistic Director and, ultimately, to President for Salons and Academies in North America. His hair styling has been featured in the runway shows of Christian Dior, Jean Patou, Ungaro and Kansai and on magazine covers worldwide. Like his mentor, his eye for structure and line have guided him in his designs for hair and styling tools. 

BORN AND RAISED: Acapulco, Mexico 

MY STYLE RIGHT NOW: Modern, individualistic fashion-follower in my car, house, clothes.

MY HAIR RIGHT NOW: Naturally blonde.

THE COOLEST LOOK I EVER CREATED: A pioneering texture effect, combining perm and straight hair. 

FAVORITE ITEM IN MY WARDROBE: My scarf collection and my shoes.

THE BEST THING ABOUT MY JOB: Passion. I love what I do.

THE TOUGHEST PART OF MY JOB: Convincing people that for every problem there is a solution.

I RELAX BY: Spending time with my family.

GUILTY PLEASURE: Singing and dancing to Salsa or Jazz.

I AM INSPIRED BY: My mentor, Vidal Sassoon.

I BECAME A HAIRDRESSER BECAUSE: I loved architecture. This is what inspired me to create and style hair.








Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at


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