*To all NEW CLIENTS: please message me to book so we can have a brief consultation to ensure you are booked with the best service(s) to achieve your hair goals!*


From early childhood, Alex held a lifelong affinity for art in many forms but became truly passionate about hair. Her career in the art of hair began in January 2007, where she was fortunate enough to attend a Vidal Sassoon connection school before working for a top salon in Oklahoma City. After seven successful years, Alex knew it was time to explore more of what the industry had to offer and take on new challenges. This exciting new direction took her to Chicago, where, for the last six years, she has discovered a multitude of opportunities to learn and lead. In addition to being an educator herself, Alex has received education from Ashley Norman, Steven Moody, Robert Brown, Vidal Sassoon, Wella, Goldwell, Bumble & Bumble, Kevin Murphy, Hotheads, Milbon USA and more. After working at some of Chicago’s top salons as a stylist, colorist, educator, and manager, Alex is further fulfilling her desire for new and exciting challenges by opening her own hair studio, A. Croft Loft Salon.


Her classical training is evident from her use of highly structured, strong shapes and clean lines to create everything from a classic bob to a modern shag. Being in the industry well over a decade, she has seen trends come and go but with each one she applies herself to learning something new. Her color work focuses on the desired result first, then Alex works backward to decide which techniques will best create the look her client desires. She likes to combine many techniques such as balayage and highlight techniques or even using extensions to create new shapes and colors. By far, the most important part of Alex’s work is you, the person sitting in her chair. Her primary focus is to learn about who you are, what you want, what you need, and ultimately how to make you feel great by bringing out the best version of you. During all of this, she explains each step of the process to put her client at ease and makes the process as enjoyable as the result. You need only bring yourself, your hair, and the desire to discover all the possibilities you might not even know you've been waiting for!

  • Kevin Murphy
Testimonials Leave Testimonial
Alex is absolutely amazing. She has been cutting my hair for 7 years and I would not let anyone else touch my hair. I have thinner hair and until I met Alex had struggled to find the right haircut that would make my hair look full and thick. She encouraged me to try a bob and did an amazing job. I never used to get compliments on my hair and now I get them all the time.
Becky F.
Alex is literally the best hair stylist & colorist I’ve ever had (and I’ve had many at “highly-rated” salons). She truly makes it a priority to understand what my vision and goals are for my hair, regardless of how much time and attention it will take to get there. She’s also so accommodating and is always willing to go the extra mile for her clients, which is just another reason I can’t imagine ever going to anyone else for all my hair care needs!
Zainab S.
Look no further: Alex is an exceptional hairdresser and the best colorist I’ve ever met. A few years ago I was in desperate need of a color correction and giving up my blonde ambitions because I thought my hair was just too dark and unruly to look the way I wanted. Fast forward to today, Alex has transformed it into the long, cool-toned blonde of my dreams. She knows how my color fades and ensures I love it at every stage between appointments. She also cuts it to maximize the color effect and dimension. I wouldn’t trust my hair to anyone else but her.
Livia C.
Alex is a MIRACLE! I went to Alex with very damaged hair (bleached 5+ times consecutively in one session). My hair was thinned out so badly and I was giving up and decided to go natural. Before hand I did want to do one last fun color and wanted to go green. After talking to Alex with how my hair was, lifestyle, and goals, she was very honest with what I should realistically aim for. I very much appreciated this since my hair was damaged due to the lack of the hair stylist saying “no this would not be healthy.” I’ve been working with super fun colors while my hair has been getting healthier and healthier all because of Alex’s advice and help! She is very honest with her work and aims to know her clients and find out what would work best. She is extremely professional and personable and you can see she loves the art she does for people. I always leave Alex’s salon feeling refreshed and confident-not to mention the MANY compliments I get. Alex is my go to and is literally the best!
Amanda C.
I have worked with Alex for years! I have had my hair done with multiple stylists in the past and the difference is that Alex really wants to hear what I like/don’t like. She is honest with me about how to achieve the results I am looking for. I love how my hair color always looks so natural, not forced, not severe. She takes into account my skin tone and young (!) age and helps me to look the best version of myself. Additionally, and as important, she is the consummate professional. No games, no stress, no disappointment. I’m so very thankful to have her talent by my side.
Monica M.
I have been going to Alex for years-she learns your hair and listens to what you want. I always leave her with the perfect cut and color for me! She is environmentally friendly and always chooses products good for your hair and the planet. I love my time with her-she’s the best!
Sarah L.
I have had the immense pleasure of putting my hair in Alex’s hands ( literally) for over 6 years now. She is thoughtful, creative and ridiculously talented. We collaborate to create new color combos for me nearly each visit that Always get me major compliments for months after the appointment. Her space in The Loft is relaxing and perfect for any service. I’d follow her anywhere!!
Sara R.
THIS is the woman you need to trust your hair to. For years I had been going to every salon, looking for someone to take me fully blonde without going too warm/brassy and no matter how much time or money I spent, my hair never looked the way we intended. And then 3 years ago I found Alex and she started with my color correction and I knew I would stay with her with the miracle she pulled off. It's been a journey to keep my hair healthy while still giving me the icy blonde I want, but Alex has always given the best advice on what we need to do with my hair long term while still managing to make me happy every time I'm in her chair. But even beyond her professional skills, she is honestly just a lovely person and so wonderful to be around. I am so grateful I found her! As the pickiest woman in Chicago, I am telling you Alex is the best!
Julie S.