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Fernando Romero, Bio Ionic's founder & CEO has dedicated his life to enhancing the creative world of beauty and high fashion. His knowledge and talents have made him a world-renowned expert in his field. Fernando started his career at the prestigious Vidal Sassoon Salon in Beverly Hills, where he personally trained under Vidal Sassoon. He worked his way up from apprentice, to Artistic Director, to International Artistic Director, and ultimately to President for Salons and Academies in North America. Fernando created and conceptualized trend setting styles such as the 'Firefly' and 'French Beret' and trained thousands of professionals in cities around the world. His hair designs have been featured in runway shows of fashion greats such as Christian Dior, Jean Patou, Ungaro and Kansai. Fernando's work has graced magazines such as Vogue, Cosmopolitan and Mademoiselle and continues to be featured in fashion and beauty magazines worldwide.

He travels extensively conducting shows and seminars to share this exciting new technology with haircare professionals worldwide. He resides in Beverly Hills with his wife Kay, and their three sons.

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