The VIP Suite at IMAGE Studios with Matthew Landis

Lexi Barnett, Owner of Unwind Microspa, on Memberships, Mindset, and the Unwind Cookie

• IMAGE Studios • Season 4 • Episode 36

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Host Matthew Landis welcomes Lexi Barnett, founder of Unwind MicroSpa in Warson Woods, Missouri, to talk about turning her passion for skincare into a thriving micro-business, prioritizing results-driven relaxation and personalized client care. 

Discover Lexi’s unique touches—like her famous homemade Unwind cookies, the creation of her facial membership club, and her strategies for consistent growth through social media and community engagement. 

Whether you’re an aspiring esthetician or a seasoned professional, Lexi’s journey offers valuable lessons in entrepreneurship, self-investment, and the magic of building genuine client relationships.

The VIP Suite is the official podcast of IMAGE Studios, created for independent beauty, health, and wellness professionals who want to grow their businesses and thrive in salon suite life. Hosted by Director of Education, Matthew Landis, each episode shares real success stories, marketing tips, and business strategies from top beauty entrepreneurs and wellness leaders.

This episode is sponsored by GlossGenius, the all-in-one salon software designed to help independent professionals book appointments, accept payments, manage schedules, and build strong beauty brands. Learn more at glossgenius.com.

Don’t forget to follow, rate, and review the show on Apple Podcasts, Spotify, or wherever you listen. Connect with us on Instagram @imagestudios360 and visit imagestudios360.com for more information about IMAGE Studios luxury salon suites. New episodes drop every two week. Subscribe to hear how beauty and wellness professionals like you are building powerful, independent careers.

Matthew Landis:

Welcome to The VIP Suite, the podcast for Salon Suite professionals who are building bold, brilliant businesses. I'm your host. Matthew Landis, former salon owner, business coach and lifelong advocate for entrepreneurs in the beauty and wellness industry. Each week we spotlight industry MVPs, from hairstylists, estheticians, nail and lash artists and a wide array of solo entrepreneurs who are creating success on their own terms, you'll hear strategies for marketing, client, growth mindset and overall Salon Suite success, plus honest conversations about what it really takes to thrive. This season, we're going even deeper into growth, grit, community and all the messy magic that comes with carving your own path. So hit subscribe, turn up the volume, and welcome to The VIP Suite where independent beauty and wellness pros come to shine. Welcome to the VIP suite at IMAGE Studios, where we dig into how people build, grow and sustain businesses that make life better. I'm your host, Matthew Landis, and today I'm thrilled to have Lexi Barnett of Unwind MicroSpa in Warson woods, Missouri, on Instagram, she's@unwindmicrospa. Lexi helps people get glowing skin, not just superficial glow, but confidence and wellness beneath the surface. She's building something truly special in the St Louis area. Welcome Lexi. Hello.

Lexi Barnett:

Thank you for having me. I'm so excited.

Matthew Landis:

I'm excited too. Now let's talk about Unwind Microspa. What is a microspa?

Lexi Barnett:

Yes, so it's a made up word. I made it up, and it's smaller than a small business. It's just me in here, rocking it out, doing some facials. So it's like smaller than a small business. It's a micro business, and it's a microspa

Matthew Landis:

. I love it. How did you conceive of it? How did you decide where you wanted to put it? What kind of services? What's your mission?

Lexi Barnett:

So my mission is to provide results driven relaxation. I really just want to take care of people. I want to spread kindness, and I want to do my part in making this world a better place. It's crazy here. So I worked in the esthetics industry for a couple of years before I opened my own business, and I started out of my home, and I just really wanted to provide like a safe and relaxing space to take care of people, where they could truly come and just unwind.

Matthew Landis:

That's wonderful. We all need those spaces. The world just seems to get crazier. So any sort of respite from the insanity, it sounds fabulous to me. Yes, absolutely I agree. Well, what makes your business so unique?

Lexi Barnett:

What makes my business so unique is the experience that I provide from the second you walk through my door, you're greeted with a warm, inviting atmosphere. The smells are always I try to make them amazing. I have a fridge stocked with drinks, and I bake all of my clients a cookie to eat on their way home after their appointment, just as a thank you for coming and supporting me and my business.

Matthew Landis:

Oh my gosh, so is this the Unwind cookie? Is this the famous unwind cookie?

Lexi Barnett:

Yes, this is that famous cookie. The cookie is an organic Brown Butter Chocolate Chip Cookie. And it's, it's a crowd favorite. Honestly, I don't eat them very much myself, because that is truly for my clients. But I've heard that they're, I've heard that they're pretty good.

Matthew Landis:

Am I gonna have to come all the way to St Louis?

Lexi Barnett:

I think you might, I think that might be a requirement.

Matthew Landis:

Now I'm in. I'm totally in, and I love the St Louis area. I love your owner there. Oh yeah, Shelly Stengel, She's incredible. We're pals. I love hanging out with her, too. So a lot of reasons to go to St Louis.

Lexi Barnett:

Yes, absolutely. Shelly's the best. She takes really good care of us here at IMAGE.

Matthew Landis:

She's a blast. She really does. What kind of services do you offer there at the micro spa?

Lexi Barnett:

Yeah, so I offer luxury custom facials, because no one, no two people's skin are the same, so I really take the time to evaluate and make a thorough treatment plan for my clients. I also offer Hydra facials, Dermaplaning. I have a wonderful skincare line called Sorella Apothecary, started by two sisters out of Reno, Nevada, which I'm very, very passionate about. I just try to make everything very customized to the client and what they need. What is your favorite service to perform? My favorite service is definitely the Unwind HydroFacial, which is a derma plane and a HydroFacial.

Matthew Landis:

I've had a HydroFacial before. Hydra or hydrofacial?

Lexi Barnett:

Hydrofacial, yes.

Matthew Landis:

Yeah, I said that incorrectly. Hydrofacial. I've had one before, and my skin looked amazing. Oh, yeah. And of course, I had to see the gross water after.

Lexi Barnett:

The junky jar, yes, everyone looks amazing after a hydrofacial. I loved hydrofacial. I learned it in school, and then every job that I had, I had, it was a requirement that they also did hydrofacial. So then when I branched off and started unwind, it only made sense for me to buy the machine myself.

Matthew Landis:

That's an expensive machine, right? You.

Lexi Barnett:

Cost as much as a car, but totally worth it, definitely an investment.

Matthew Landis:

Well, my skin looked amazing. So, you know, I'm in, yes, tell me about the Unwind facial club.

Lexi Barnett:

So the Unwind facial club is my membership, where there's three different tiers and all, it's all about banking that time once a month to come in and take care of yourself.

Matthew Landis:

And I'm curious, because our listeners are small business owners. They're beauty and wellness professionals, so I understand it from the point of view of the client. How does that really help you and your business be more sustainable?

Lexi Barnett:

Yeah, absolutely. So with a membership, it is money that's coming in to me and my business every month that I can count on. If it's a slow week, that's okay. I know that at the end of the month, I'm going to be making x dollar amount in membership. So that's going to help me kind of release the stress a little bit of being a business owner, because a lot of it is driving clientele to come to you. The membership allows me to just focus on the client and providing that experience, versus trying to, like, get a bunch of new people in.

Matthew Landis:

I think that's so smart. I think it's great from the from both points of view, because as a client, I have a guaranteed date and time I'm guessing, and a discount too. I get the discount and I remember to book a facial Yeah, I'm paying for it, yeah. And then, as a business owner, you don't have to worry so much about rebooking or reminding people to come in, because you've got this sort of automatic thing for them. And that just seems such a smart idea.

Lexi Barnett:

Absolutely, I I was working with a girl that was helping me with my social media, and she really helped push me to release this membership club I was nervous to do so, because I'm like, Oh, it's just me. No one will want to sign up for this. But she's like, No, this is something that's really going to be beneficial to you and your business. You need to do it. So Taylor, thank you so much for pushing me to do that. I really appreciate it.

Matthew Landis:

I think that's so smart also, because, you know, I used to manage a day spa, and people will often think of spa services as luxury services, right? And so they'll say when they leave, oh, I really need to come back in, or I need to book another facial. Or, you know, you'll hear the esthetician say, I want to see you again in four to six weeks. Yeah, exactly. And then it doesn't happen. It sort of falls by the wayside. And then they come back six months later or a year later, and they're like, they kind of fall off, right? Yeah, absolutely. And this helps people keep from falling off.

Lexi Barnett:

Absolutely, and taking that time to invest back into themselves.

Matthew Landis:

And then I think also with facials, it's one of those things that you're going to see, obviously better results the more you do it. When you begin it begins to be less of a luxury item and more of a non negotiable for people.

Lexi Barnett:

It's an essential, absolutely. I also think that an essential would be your home care, because you're going to see me maybe once a month, but hopefully, fingers crossed, you're going to be doing your skincare routine twice a day, morning at night. So also with the membership club, you do get a discount on product as well, because I believe that's just as important as coming in to see me for a facial, if not more. Absolutely,

Matthew Landis:

I love that you mentioned the take home, because

Lexi Barnett:

passionate about creating this, like, luxury I think that's so important, whether you're an esthetician or a hairdresser or anything in the beauty and wellness. Because a lot of people don't like selling retail. I think it's changing the frame of mind around it, as this is something that people need in between their appointments. And are they going to buy it from me, or are they going to buy it from Costco? experience for people, and I just feel like working in med spas and things like that, I didn't really receive that type of experience that I wanted, and I wasn't able to give that experience that I wanted to give. So that's kind of where this all started. I want to take care of people in the way that I want to do

Matthew Landis:

it you were working at. Med Spa. Previously, I was, yeah, what was your inspiration for the microspa?

Lexi Barnett:

Just like small spa, I was trying to think of, like a little cute word, just like a little cute way to say small spa. And I had never heard of a microspa, but I've heard of, like a micro brewery, or like a micro, um, I don't know there's a micro, like, coffee shop, like, small, like, super, super tiny, very intimate. And that's where I thought of like microspa, just combining the two together.

Matthew Landis:

I think it's brilliant, and I think that it's going to take off, and you, you will be able to take credit for the term micro spa, because I would bet in 10 years, we see a lot of copycats.

Lexi Barnett:

Thank you. Well, I mean, I just hope to inspire people.

Matthew Landis:

And let me ask you this, who inspires you?

Lexi Barnett:

Honestly, I really get inspired from by other people that do the same thing that I do. I think that like, community is very important, and if we all just like, took the time to, like, learn from one another, we could be better versions of ourselves. So like, I have a lot of Instagram friends like, you know Esther, she is amazing. And I have a lot of friends who do the same thing that I do, and that really inspires me a lot, as well as, like watching tiktoks And just like being encapsulated with my craft that really inspires me.

Matthew Landis:

That's great. You mentioned Esther. Esther Oh. Down in Texas. Love her.

Lexi Barnett:

Me too. She's great. I want to go and see her for a service.

Matthew Landis:

And how did you find out about her?

Lexi Barnett:

She also carries Sorella Apothecary. So I think they might have reposted her, and I think she does some training with them, but we got connected, and she's kind of like, like, my buddy. I really appreciate her. I've asked her some questions just regarding, like, certain products, and she's always there just to, like, help me out, which I really appreciate.

Matthew Landis:

And she has a light about her that is very similar to you. She's absolutely so great listeners. She is one of the first people that I interviewed for The VIP Suite. Yes, go back and listen to her. She's also on Instagram, I believe, at@thekoreanesthetician.

Lexi Barnett:

yes, incredibly talented, wonderful human being.

Matthew Landis:

Gosh, there's so many great people like that out there. Aren't there? Yeah, there are, and now you get to be one for so many other people as well. Yay.

Lexi Barnett:

I'm just excited to be here. This is a wonderful opportunity.

Matthew Landis:

I love paying it forward. Yes. So how was it starting your own business? What was that like?

Lexi Barnett:

Oh gosh, it was incredible in both like a positive and almost like a negative way. I learned a lot about myself. I learned a lot about boundaries, and I learned that we can't sweat the small things. I started out of my home, and that was not an easy task. I lived in a small town in southern Missouri, and not a lot of people knew what an esthetician was, or, you know, maybe they didn't have the resources to receive a facial every month. So I really had to get out there. I had to hustle. I i had a billboard for my first year in business, which didn't really, I don't think it really brought me any clientele, but it was cool. And my kids are like, look, there's mommy in the sky. Yeah. I mean, it was, it was hard, but I made it, and I am better because of it.

Matthew Landis:

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Lexi Barnett:

Gosh, I really think it was just like driving clientele to me. So I was constantly on, like the Facebook groups. I was really trying to also focus. On giving the best service that I could so then those people could tell their friends and it it worked. I just really wanted to, like, spread the ideology of, like, just taking care of yourself, so that way you can take care of others. I don't know if there was necessarily an oh crap moment, but I don't know. I just I knew that failure wasn't an option, and I couldn't give up.

Matthew Landis:

What made you move to IMAGE Studios? What was that like?

Lexi Barnett:

Um, I kind of had hit a wall with how many clients I could see. I kind of outgrew my last space. So I actually met Shelly at my med spa job, and she said, if you ever need a spot at image, I've got one for you. And she showed up for me, and I just am so grateful for her. So image has also opened up a lot of doors for me. I was able to start my membership club. I'm able to see more clients. I'm going to bring on a new service. It's all just wonderful. It's a very convenient location, and I'm just really happy.

Matthew Landis:

That's wonderful. And it's so nice to have just something that's your own too. So give us the inside scoop. What are your most popular treatments right now?

Lexi Barnett:

Most Popular treatments so always is going to be a Deluxe Dermaplane. That's going to be a dermaplane and a hydrating bio cellulose mask. Very relaxing, but a quicker service. And then the Unwind hydrofacial is an all time favorite, again, a dermaplane and a hydrofacial.

Matthew Landis:

Okay, I have no idea what any I know what the hydro facial is. Yes, I don't know what the others are. And I'm guessing some of our listeners don't know either dermaplane. And then there was something else in there.

Lexi Barnett:

Yeah. Okay, so a dermaplane is a physical form of exfoliation that removes the outermost layer of dead skin and vellus hair, which is like baby hair, peach fuzz, so it gets rid of all of that. So then you're glowing. And you know, if you ever wear makeup, it goes on very smooth. And then a bio cellulose mask, in particular, the marine bio cellulose mask from Sorella, that's just a super hydrating mask that increased the skin's hydration by 12%.

Matthew Landis:

that sounds really cool. Yeah, yeah. I love it. Yeah. Thank you so much for clearing those up. Because, of course, like, I don't know what that is,

Lexi Barnett:

Yeah, just technical words.

Matthew Landis:

And I think it's interesting, because I do a lot of coaching for people, and it's tough with skincare, sometimes, how to market these services that a lot of people don't understand. Have you found that to be a challenge?

Lexi Barnett:

Honestly, the way I approach things on social media and just in in real life. I don't know. I want to be everyone's friend, so I refer to myself as your neighborhood, your friendly neighborhood esthetician, and I just try to make myself as approachable to people, because I feel like this, this type of work, these type of things, can be kind of intimidating, and I would never want someone to feel intimidated and not take care of themselves and result in results. So I just try to be as approachable as possible.

Matthew Landis:

And how do you go about educating people about these services?

Lexi Barnett:

I really try to get everyone in for a consultation before I see them for a treatment. So then, that way, we can have that one on one time, 30 minutes to talk about them, their skin, what their main concerns are. I try to just make it as approachable, like I said, as possible, giving the space and the time for questions and curiosity.

Matthew Landis:

I'm gonna get back to the marketing thing. Yeah, this, this comes up over and over again. How did you get clients?

Lexi Barnett:

Yeah, so I try, I try to educate myself in the esthetics world as much as possible. So like always staying up to date on new techniques and technologies, I also had hired people to help me with my social media, to help me grow on that space. And that really helped a lot, because I feel like social media is everything if you're trying to grow your business, it was definitely an investment, but I do not regret it. And then, just like offering a referral program, I offer 15% off with little card, and just the experience itself, I feel like it kind of speaks for itself, and that's how I got to where I am today.

Matthew Landis:

These are really helpful because, you know, I work with a lot of people that are that are building their business, and there is no one right answer. There's no magic formula. But I love hearing that you, you tried different things, and you, you kind of hit it on different fronts, and you made an investment, and it paid off for someone who is thinking about making an investment in a social media manager or help that way. How did you go about finding help?

Lexi Barnett:

I did some research, and I connected with some friends who I knew had worked with some social media managers in the past, and honestly, just utilized the platforms that I had, like, you know, social media management St Louis, and then just kind of look through to see if our vibes kind of matched, and if I thought we would be a good fit.

Matthew Landis:

I think that's wonderful, super helpful, because I think it can be difficult for people to know where to turn and do I trust these people. And I think one piece of advice I might give if you're looking for a social media manager or a PR person is to interview three that way you kind of get an idea of what other people are doing, and you can look at the cost, and you can look at what they're going to do for to do for you. Because some people, how do I put this? There's a vast difference sometimes in price and expectations.

Lexi Barnett:

I've learned this as well. It's trial and error. I feel like, what's what works for me might not work for someone else? Yeah,

Matthew Landis:

that's that's super helpful again, because I think it is tough for people, especially people building their business. How do I get more clients?

Lexi Barnett:

I also want to mention that for the first year, I was probably posting on my Instagram story maybe 12 to 15 times a day. I was very, very, very consistent. I mean, things have slowed down a little bit. I'm trying to just maintain what I have. I'm not trying to grow as much. But I was very consistent, very, very consistent with my social media presence. And I think that also really helped

Matthew Landis:

staying consistent. Was there a system that you had in place to help you stay consistent, or because I feel like there's two kinds of social media personalities, there's the kind that really plan and strategize, and then there's the sort of Pantsers, the people that do it by the seat of their pants.

Lexi Barnett:

So my client today, she said something really funny that I connected with I'm both a type A and type B personality. So some things I would plan, some things I would just post because I liked it. I think that people connected with that also, and they felt like they knew me before they came in to see me. So I developed this or like people felt like they could trust me before they even came in for their facial which I really appreciated.

Matthew Landis:

I love that sort of a combination, a hybrid the planning give the planning and the strategy gives you the freedom to be flexible, absolutely. So what advice do you have for someone listening who wants to break into the esthetics? Wellness or spa business,

Lexi Barnett:

follow your dreams. It's I feel like that's overplayed, but you'll never regret investing into yourself. This is the greatest investment into myself, and in turn, my kids are going to see that hard work really does pay off. Like I have worked my butt off to get to where I am today, and I know how hard I've worked to get here, but the hard work pays off. Follow your dreams. Work really hard, like all of the hours that are unpaid, all of the posting that you have to do, it's all worth it. It's all worth it in the end, you just have to keep going.

Matthew Landis:

And is there a better business to be in than this one? No, absolutely not. I love it. What are the other things in your life that bring you joy?

Lexi Barnett:

Other things in my life that bring me joy? Okay, so I love a cute little coffee shop that brings me a lot of joy. I've been trying to make coffee at home. It just doesn't hit the same my children. And seeing life through the eyes of a child is just so special, and it's magical learning. I know this sounds really like lame and overplayed, but I love to learn. I aim to be a lifelong learner. And I just think that if you're open to it, there's always something that you can learn. Besides that, I am always trying to just invest into myself as much as I can, myself and my career, and that brings me joy.

Matthew Landis:

I'm a learner too. I love school.

Lexi Barnett:

Yes, me too. I always want, I want to learn. I think it's buckle massage.

Matthew Landis:

I have not heard of buckle massage?

Lexi Barnett:

So it's like a new idea. But it's intra oral massage. So you go inside of the mouth, and it helps with TMJ, helps with lymphatic drainage. I think Esther does some of that. And I just, I see her work, and I watch her craft. I'm like, You, she inspires me. Wow. Yeah, so really interesting. Yes, it does, doesn't it kind of crazy?

Matthew Landis:

Yeah, I love, I love learning new things. That's one thing working with estheticians for so long throughout my career, I feel like esthetics attracts people who love information. Yes, they, you know, whenever I used to teach for Aveda and the estheticians were always like, what are the ingredients?

Lexi Barnett:

Yes, yes, we are. Are our own type. I agree.

Matthew Landis:

I love it. I know that's sort of a broad generalization, but I really admired that about all the esthetic students that I worked with over the years. It was really fun.

Lexi Barnett:

Yeah, it sounds like a good time. Yeah, yeah. All right, let's

Matthew Landis:

do some rapid fire, fun questions, just quick answers, favorite skincare product right now?

Lexi Barnett:

Okay, that's easy, the lemon lightning serum, or the avocado lip oil.

Matthew Landis:

Ooh, lemon lightning serum, that sounds delicious.

Lexi Barnett:

Oh, yeah, I wouldn't try to eat it, but it is a wonderful tyrosinase inhibitor.

Matthew Landis:

I don't know what that means. You got to help me out here. These are some big words.

Lexi Barnett:

It helps with pigment in the skin.

Matthew Landis:

I love that. Say that again. What was the lemon?

Lexi Barnett:

Lemon lightning serum. All right.

Matthew Landis:

Favorite book or podcast?

Lexi Barnett:

I love I'm reading The Four Agreements right now. Oh, great.

Matthew Landis:

One classic, classic, love it, yeah, mantra or quote you live by.

Lexi Barnett:

What's meant for me is mine.

Matthew Landis:

Yeah, new one. I like that. Yeah, very cool. All right, what's your top self care ritual?

Lexi Barnett:

Ooh, I love a blowout. I just think that someone washing my hair for me and drying it and styling it, it's it doesn't get any better from there. So I tried to get a blowout as often as I can. I would do it

Matthew Landis:

every day if I could. But you know, and you have gorgeous, long hair, thank you. Extensions, well, they look great. Tell your hairdresser that, or hairdressers, I don't know how many you have. Maddie Patterson, she does a great job. Well, tell Maddie, she's she's amazing. I will all right, where can people follow you and support unwind?

Lexi Barnett:

I am online at@unwindmicrospa on Instagram. I'm on Facebook. I have a Tiktok, and then I am at IMAGE Studios in Warson woods, Missouri.

Matthew Landis:

Lexi, thank you for sharing your journey, your wisdom and your heart with us. Listeners, you've got to check out at Unwind Microspa on Instagram. Where else did you say when they could find you?

Lexi Barnett:

Tiktok, Facebook, really all of the socials.

Matthew Landis:

Follow her, and if you enjoyed this episode, please subscribe, leave a review and share it with someone who cares about skin wellness or entrepreneurship. Lexi, any final thoughts?

Lexi Barnett:

Thank you so much for your time today. I really appreciate it.

Matthew Landis:

Lexi, thank you. Thank you for tuning in to The VIP Suite. If you love this episode, don't forget to subscribe and follow us on Instagram at @imagestudios360 for more inspiration from our community of independent beauty and wellness pros interested in renting your own luxury studio or becoming a franchise owner, visit imagestudios360.com to learn more and take the next step toward building your dream business. Until next time, here's to beauty, health and wellness and building the life that you want.