Blowdry Lounge

The Toronto Blowdry Lounge with roots reaching back to 1964

With two decades devoted to his craft, Beni Sicilia, artistic director, 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 Blowdry 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",, the Blowdry 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.


December 2008

Claudia Hung Weddings

November 2008

She does the city

October 2008

Sweetspot National



August 2009

Toronto Life

August 2009

Best of City

July 2009

The Toronto Star - A Good Hair Day

July 2009

Toronto Life

March 2009

Liberty Post Gallery - International Lifestyle Blog

May 2009

CBC - Steven & Chris - The Steven and Chris Show

April 2009

The Globe & Mail - A Beauty Revolution


Toronto's First & Premier Blowdry Lounge offers the hottest looks 'high on style'. Cosmopolitan TV has been broadcasting tips shared by co-founder Beni Sicilia outlining how to quickly and easily capture the styles carried by the cast of the wildly successful television show Friends. 'Beni has always had a knack for realizing whatever vision our clients have in mind with elegant simplicity' said Co-Founder Domenic Sicilia. 'We are grateful to Pyramid Productions and Cosmo TV for the opportunity to share some easy to apply techniques that we've picked up over the years since apprenticing with our father in our family's beauty salon."

Follow a range of looks from Jennifer Aniston's natural beach waves style, to Lisa Kudrow's lively bohemian look, or to Courtney Cox's elegant and sleek long locks, with these simple hairstyling tips that need little more than a flat iron. Blowdry Lounge is dedicated to expert and affordable Blow Outs, Styling, Cuts, and all around Beauty Maintenance. Visit our chic salon for convenient, "no attitude" service and full range of Professional Beauty Products and Treatments to protect and preserve daily blow dry styled hair. After all, it's All About The Blowdry!

November 2010

Blowdry Lounge demos "Friends"



Blowdry Lounge was voted Toronto's favourite blow dry salon by Town Crier's 250,000 readers.

Toronto's First & Premier Blowdry Lounge was awarded Town Crier's bronze medal in the Hair Salon category in their 3rd Annual "Best in Town" contest.

"The special part about this award is that we didn't even realize we were in a contest!" stated Co-Founder Domenic Sicilia, who was pleasantly suprised with the honour, "The readers' decision says a lot as we focus and specialize on the blow dry rather than trying to be everything to everyone. We are grateful to our loyal clients and are pleased that they appreciate our approach!"

March 2011

Town Crier's Best - Toronto's favourite blow dry salon



February 2012

Toronto Life - Weddings 2012 Planning Guide: Hair



June 2013

Sydney Loves Fashion - Global Fashion News and Trends



August 2014

Et Tu And You - Yet another reason to get your locks to Yonge / ST. Clair - BlowDry Lounge



In February 2015, the addition of the second Blowdry Lounge opened it's doors on Avenue Road. The chic style and colours are present with an individual- modern twist in it's decor. This neighbourhood Salon has continued the Sicilia vision that "it's All About the Blowdry".



2016 welcomes the newest location, The Blowdry Lounge Bay Street, in Toronto's Financial District. Located in Brookfield Place, on the path, to service the busy professional who requires hair needs for the office, meeting, special event or just because we can. With the opening of this new salon, we can provide our exceptional services from midtown, to uptown and now, downtown!


September 2016

Post City Toronto - Best places to shop in Uptown Toronto for 2016



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".


Fall 2020

Living Luxe Magazine - Dom Sicilia Profile

"I believe that hairdressing is a lifestyle, you have to love it in order to have your work shown. You're only as good as your last blow dry - you have to have passion for it and you have to put the time into it."

- Beni Sicilia



1343 Yonge Street


9am - 6pm


1788 Avenue Road


9am - 6pm


11am - 4pm


181 Bay Street


9am - 6pm

*earlier appointments available upon request

Appointments recommended for your convenience

Book Online

Reserve your seat at Blowdry Lounge

Book Online (Bay Street Only)

Book Online (Yonge Street Only)

Book Online (Avenue Road Only)

Please be advised your appointment may be moved by 15 minutes up or down due to scheduling - We would like to ensure that all of our clients have the opportunity to experience Blowdry Lounge. Thank you for your consideration.

If you are looking to book your Bridal Consultation, Special Event or Party Lounge experience, please email or call one of our salons of your convenience.