At SOTO, hair is more than a service—it’s a ritual of self-expression. Every stylist here shares a deep love for the transformative power of hair and what it represents in how we present ourselves to the world. Whether your look leans timeless, modern, or boldly unconventional, we bring the skill, creativity, and intention to match your vision.

With over 50 years of service in Evanston, SOTO has built a legacy rooted in personal attention, artistic passion, and a welcoming, down-to-earth vibe. Clients come for the expert cuts, color, and styling—and stay for the honest connection, relaxed atmosphere, and consistent quality. We believe beauty is personal, and our goal is to help every guest leave feeling more like themselves, only elevated.

Our stylists are attuned to both hair and humanity, listening closely and tailoring each service to fit the individual. Whether you're seeking a subtle refresh or a bold new direction, SOTO is a place where your hair story is honored and expertly told.

Visit SOTO and discover why generations of clients trust us to bring out their best. This is haircare with heart, crafted for who you are and how you want to move through the world.