Make Heads turn this Fall with Shiny Hair and let yourself be inspired by the latest trends in Menswear !

Montréal has gained a strong reputation as being a stylish city with streets lined with unique boutiques offering the latest trends as well as boasting creative neighbourhoods full of independent ateliers hard at work coming up with what’s next in style.

The same could be said about Montreal’s beauty and self-care industry that is not only triving, but aiming sky high with a roster of female entrepreneurs who have left their mark by developping new businesses or products.

Sophia Jab, founder of XOX by So and Institut Be

The above and more can be said of Sophia Jab, a local Montreal entrepreneur of Tunisian origin, who over the last 10 years has constantly innovated in the field of hairdressing and beauty care.

Sophia Jab’s career is that of an independent woman who knew how to carve out a place in an extremely competitive environment with a sense for innovation, an innate talent and a rare instinct for business development.

She founded two brands XOX by So and Institut Be, as well as being at the head of 28 training centers across the country that offers more than 200 online training courses as well as 1,000 face-to-face training sessions per year with nearly 6,000 registrations reserved for hairdressing professionals.

Her personal line of products XOX by So, are distributed and sold, among others, in France, Israel, Australia, the United States, Turkey, Tunisia, Morocco and Spain.

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In 2011, after two years of in-depth research and intensive testing, Sophia became the first person to introduced Hair Botox / “B-tox” personalized treatment and products in Canada.

XOX by So product line for professionals : B-TOX , Nanoplastie & Brazillian Keratine treatments

She and her team continued to provide in – salon treatments at the Be Institute as well as offer indepth trainings formations to both clients and those who wished to specialize in hair treatments ( Nanoplasty, Brazillian Keratine and B-tox) as well as hair extensions.

The Be Institute opened its doors to the public in 2018. This unique beauty space in the city is a bright, modern fascility that offers unique personalized services for hair treatments, facials, lasers, tattoo removal and a host of various training sessions.

Before my visit to the Be Institute, I was a little apprehensive about subjecting my natural, un-colored hair to potentially harsh treatments or chemicals.

However I was relieved that Sophia took the time to properly analyze my locks and explain that Fall is the perfect season for hair botox treatments.

After summer, my hair had been exposed to shocks caused by humidity, intense heat, chlorinated pools or even polluted lake waters.

Hair Botox is a deep conditioning treatment that gently infuses keratin* into the core of the hair, coats the hair fibers and replenishes and deeply moisturizes the strands -> thus restoring the hair to its previously vitality.

The treatment fills in any broken or thin areas on each hair strand to make hair appear more full and lustrous. The ingredients differ depending on the product.

*The B-tox treatment is gentler compared to Nanoplastie or Brazillian keratin straightening ( also offered at the salon) that is applied to more severely damaged or harshly treated colored hair and requires more follow-up care post treatment.

Massaging the B-tox hair treatment into the scalp and all along the roots.

The 50 minutes treatment instantly made my hair soft, slick, shiny and very easy to brush ( see before and after pictures below). The effects are said to last around 3 months !

Sophia Jab is constantly innovating. Over the next few weeks, she will be introducing a new oil to promote hair growth as well as launch her own online and print magazine that will explore every topic on hair possible.

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Before leaving the salon, Sophia was happy to share some important natural secrets to maintaining beautiful hair:

NEVER brush downwards from the scalp , always start from the bottom tips and work your way up towards the roots ( prevents running into nasty knots and hair loss or breakage !)

NEVER sleep with wet hair ( the follicules are weakened when wet and will contribute to frizz and chapped strands. ) Also sleeping with wet hair may cause headaches.

CHANGE your pillowcases often and promote the use of silk pillowcases : Cotton pillowcases are super absorbent. They pick up dirt and oil from your skin, and when you sleep on the same pillowcase night after night, it can lead to clogged pores and breakouts. The natural fibers of 100% silk are breathable, retain less moisture and thus is better for your face and will cause less hair breakage and fight frizziness !

Thanks to Sophia Jab for the treatment, to her team member Marie-Eve Lapierre (above) for the haircut and to Felipe RP for the introduction !

To book a hair B-tox appointment at the Be Institute, to visit the Online shop for the public or to access the online magazine XOX BY SO on haircare, please visit the official website at:


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M3 2021, the expression of style across menswear !

This September, Mode Masculine Montreal (M3) will become the central point for the men’s fashion industry in Quebec and in Canada with the third edition of M3 Mode Masculine Montreal’s annual fashion show.

Forced to remain resilient and creative in this time of crisis due to COVID-19, Mode Masculine Montreal has created an innovative solution in order to present its annual event on social media and scheduled for release online LIVE this September 10th at 7:30 pm 2021.

(1) M3:Mode Masculine Montréal/The Virtual Fashion Show | Facebook

This online event, (filmed in a private warehouse in the Laurentians), is open to the public and serves as an educative and experiential occasion to discover the fashion industry and make valuable connections with Suppliers, Photographers, Models, Buyers, Stylists, Influencers and of course Designers !

Designers in the show include :



Envers Par Yves Jean Lacasse


Raph Jusma from Bel Garçon

Let yourself discover the the world of menswear by embarking virtually with the M3 team and view a succession of riveting interviews, fashion shows, styling segments and discoveries that will hightlight the fashion industry for men.

 Yves Ulysse, the creative mind and executive producer behind M3.

When asked in a 2019 interview about the future of Canadian fashion , executive producer of M3, Yves Ulysse explained:

There are visible changes in the industry due to the fact that style has become more personal. I feel the true power of fashion lies is that it gives the individual an extra boost of confidence when they walk into a room knowing that they look sharp and feel at ease with who they are.

What I think defines Canadian fashion is that it’s not all black or white: There is room for new ideas and Canadians are rather open minded. The melting pot effect is driven by the different nationalities that live and coexist here.

To read the full interview please visit HERE

The Third edition on M3 can be accessed free online LIVE this September 10th at 7:30 pm 2021.

(3) M3:Mode Masculine Montréal/The Virtual Fashion Show | Facebook