I’m Lynzie Smith, a Marlo Beauty Supply Pro Partner and an independent stylist since 2012. Over the years, I’ve worked in a variety of studio spaces and experienced firsthand the challenges and rewards of being an independent beauty pro. I’m always on the lookout for innovative ways to support and grow my business while connecting with a community of like-minded professionals.
That’s why I was excited to sit down with industry expert and IMAGE Studios educational programs lead creator, Matthew Landis, who’s been with IMAGE Studios since the very beginning. IMAGE is a luxury salon suite for beauty, health and wellness professionals, founded by Jason Olsen in 2009. Since then, it has expanded impressively to over 90 locations and more than 300 licenses awarded. IMAGE stands out by not just offering a space, but by creating a luxurious experience and fostering a sense of community.
Matthew Landis, IMAGE Studios’ Educational Programs Lead, brings 30 years of expertise in the beauty industry to his role.
As an independent stylist, I know how important it is to find a place that not only meets your business needs but also feels like home. And with IMAGE Studios, the focus on luxury, community and success really resonated with me. I think any beauty professional looking to take their business to the next level would feel the same way.
Check out the full interview below to hear more from Matthew.
A glimpse inside an IMAGE Studios salon suite in Franklin, TN. Jason and Matthew want all IMAGE spaces to reflect each stylists’ unique talents and passions.
Lynzie: Can you share a little background on yourself, your experience and your connection to IMAGE Studios and the beauty industry?
Matthew: I will be celebrating 30 years in the industry this year, 2025. I am a hairdresser by trade, and my history with IMAGE Studios goes back to 2009 when I met with our founder, Jason, as a consultant. He wanted my opinion on his idea to provide business support for suite owners. When I heard about it, I knew I had to be part of it – I told him I thought he was stupid if he didn’t do it. So I’ve been with IMAGE since before the first one was even built. At first, I had no interest in salon suites, but after seeing the beautiful, luxurious design and the business support IMAGE offered, it became a place I wanted to be.
Lynzie: What about Jason?
Matthew: Jason went to BYU and started out in car sales. In the recession of 2008 when nobody was buying cars, he had a friend who was a hairdresser come in with a big pile of cash wanting to buy a car. Jason was like, ‘Have you not heard of the recession?’ And she said, ‘What are you talking about? My business is doing fine!’ That’s when he and his brother thought, ‘We need to figure out how to get into the beauty business.’
Matthew, Jason (Founder) and Taylor (COO) – a strong team shaping the future of IMAGE Studios.
Lynzie: I started my career in 2007, and in 2008, during the recession, I was in Chicago – just a new stylist trying to get my path started. It was eye-opening because, for someone coming from a small town in Michigan to a big city like Chicago, I was making so much money. It really struck me how resilient the beauty industry is, even in tough times. We really have a kind of protection around economic shifts.
Matthew: When times are hard, people still buy lipstick. They still want to look good. During the 2008 recession, people started stretching their appointments, but they were still getting their hair done. That’s actually how the balayage and ombre looks started – because people couldn’t afford to come in as often. It’s interesting to see how some good things can come out of hard times.
The stunning exterior of IMAGE Studios in Richardson, TX. With a focus on luxury and community, this space provides the perfect environment for beauty professionals to grow their businesses and build lasting success.
Lynzie: What sets IMAGE Studios apart from other spaces?
Matthew: What really sets us apart is the design of the spaces, which is really setting a higher bar in being the luxury leader. And creating these open spaces where people can become part of a community. The design actually encourages people to talk to each other and to see each other. Because one of the things with salon suites that people are worried about is that they’re going to feel isolated and alone. And so that was really important in the design. The other thing about the design is that we’re in the fashion industry, and we use the tagline, ‘IMAGE is everything.’ When your clients walk in the door, they should feel this sense of beauty and fashion. We’ve said from the beginning that everything we do has to look sharp and sexy.
The second one is the support we provide our pros. We’re always trying to think of ways we can help people with their business, but not be in their business. So we provide education, podcasts, we reach them through Instagram (because we know that’s where they are) with business and marketing and wellness tools and through our app. Any way that we can make their business better – whether it’s the space itself or whether it’s the support that we provide for them. We aren’t just landlords. This isn’t just real estate for us. It really is about supporting entrepreneurship.
Matthew leads a workshop aimed at helping beauty professionals grow their businesses and master their craft.
Lynzie: The three core values we found that are very clear across your messaging are around creativity, freedom and success for the artists. How do these values come into play in your role day to day?
Matthew: Creativity, freedom, and success – those have been our values from the very beginning. And what we really want to do is to help people be financially stable and secure. So we know that when their business is running and it’s sustainable and stable, they will have more money and more time and more freedom to do the things that are important to them in their life – the other things in their life that bring them joy and happiness. So we want to help them with that and create more freedom through financial stability.
Some people are like, ‘Creative people aren’t good at business.’ That’s a myth we hear – it’s just not true because if they weren’t good at business, they wouldn’t even be at IMAGE Studios. Now, can everybody be everything to everyone all the time? No. So what we want to do is help alleviate as many different things to give people the freedom to do what they set out to do, which is… they have this gift. They have the skill that they want to provide, to customers, to the world. So if we can alleviate any of the obstacles that are holding them back, we want to do that to give them the space to do what they really love.
Lynzie: How many locations does IMAGE Studios have?
Matthew: We have 90 locations built. We have over 300 licenses. Next year, we’re looking at somewhere between 40 and 50 locations being built. There’s going to be an 8th location being built just in Salt Lake City in the next year. There is room for growth throughout the country because more and more people want this. And one of the things I love about IMAGE is that we love hairdressers, and we’re about 55 percent hairdressers. But our spaces are also attractive and adaptable to other people – med spas, tattoo artists, lash artists, estheticians. There’s so much room for growth for independent creative people across the spectrum.
IMAGE Studios proudly opened a new location in East Delray Beach, FL in 2023. With over 275 locations in development nationwide, IMAGE is redefining luxury, high-end spaces designed to empower and elevate creative professionals.
Lynzie: To have customizable spaces for those creatives and have them live under that community umbrella is incredible.
Matthew: Yeah, we have a podcast with IMAGE Studios called the VIP Suite at IMAGE Studios, and I really try to get a wide range of guests. Most recently, I had Desarai Mannelly and Emily Condle from Sage Head Spa in Alpharetta, Georgia. Within a very short amount of time, they’ve opened seven locations there in the Southeast. I love being able to have those conversations with those people on the podcast because I can have a deeper, richer conversation with them and really try to understand what drives them as creative entrepreneurs.
Behind the scenes of a recording of The VIP Suite at IMAGE Studios. Matthew loves having deep conversations with his guests, diving into what drives them as creative entrepreneurs.
Lynzie: For people who are stepping out of licensing right into rental or leaving a commission structure, what would you say are some of the most important resources that IMAGE Studios provides?
Matthew: One of the most important things we do is our marketing course, and it’s our most popular course that we teach. I’m also a certified business coach. So I talk to people and coach people one on one. And I think the biggest challenge comes down to marketing and getting business into the space and understanding how marketing works and how to market yourself. For example, I think the most important question that people need to ask is, ‘Who am I marketing to?’ ‘Who is my ideal client?’ It sounds like an easy question, but because we’re people pleasers by nature, nobody in this business wants to exclude anybody. So we help people hone in on who they’re marketing to, what problems they’re solving and how clients can find them.
Lynzie: Our industry is changing a lot right now. What would you say excites you the most?
Matthew: What excites me the most is the focus on the client. I know this is not a trend, but I know some of my contemporaries, like Britt Seva, have really tried to drive this home. We’re often looking outward – outside of ourselves, outside of our studios. We’re looking to social media, we’re looking to be popular,, but really the focus needs to be inward and on the customer that is in our studio right now. So I think one trend that I really have loved this last year, and I think will continue into the next year – is authenticity and relationship building. Let’s get back to basics. Sometimes people call it old-school marketing, and I’m like, ‘Old school works.’ So how can we use these new modern tools to get back to some old-school, effective marketing?
At the IMAGE Studios Retreat, Matthew and the keynote speakers share strategies to elevate beauty professionals’ businesses.
Lynzie: What is a quote or mantra or something that you live by?
Matthew: Time will pass whether you plan for it or not. So whatever it is that you want to do, start now. I remember reading an article in [O, The] Oprah Magazine where Oprah was talking to a friend who always wanted to be a doctor but thought, ‘I’ll be in my 50s by the time I graduate.’ And Oprah replied, “You’re going to be in your 50s anyway. Why not be a doctor?”
It’s clear that IMAGE Studios isn’t just about offering a beautiful space for beauty professionals – it’s about creating a community where creativity, freedom and success are not just possible but actively supported. From their luxury designs to the tools and resources they provide, IMAGE Studios is truly transforming the experience for independent beauty professionals.
If you’re looking to take your business to the next level, whether you’re just starting out or have years of experience, IMAGE Studios offers the perfect combination of luxury and practical business support. And when you’re ready to stock your suite, check out marlobeauty.com for all your supply needs.
https://www.marlobeauty.com/pro2pro/salon-spotlight-image-studios/a1272
