The Institute of Beauty and Wellness

What The Institute of Beauty and Wellness does

The Institute of Beauty and Wellness (IBW) is a private, for-profit post-secondary education institution operating three campuses across the upper Midwest — Chicago (Illinois), Madison (Wisconsin), and Milwaukee (Wisconsin). Founded by Susan Haise and operating as an Aveda Institute franchise, IBW delivers seven state-licensed programs: Cosmetology (1,600 hours), Esthiology, Barbering, Massage Therapy, Manicuring (300 hours), Ayurveda Esthetics (1,000 hours), and an Instructor program (150 hours). The institution serves prospective beauty and wellness professionals seeking licensure, with additional segments including veterans using GI Bill benefits, career changers, and licensed professionals pursuing teaching credentials. Each campus operates a clinic lab that delivers discounted hair, skin, massage, and nail services to the public under licensed instructor supervision, providing real-world training hours for students and a secondary revenue stream.

The underlying technology stack is operational rather than proprietary: the Zenoti platform powers online and mobile booking across all three campuses (AIM/IBW Services app), the Vish Color Bar system uses Bluetooth scales to weigh hair color and feed data into checkout workflows, and Google Analytics tracks web traffic. Curriculum is anchored to Aveda's naturally-derived, plant-powered, cruelty-free vegan product line and brand standards, with supplementary partnerships including Olivia Garden (styling tools), Sallie Mae (student financing), and Concordia University's Cadaver Lab (massage anatomy education). The institution holds Title IV federal financial aid eligibility, VA approval for GI Bill benefits, Title IX compliance infrastructure with campus-level coordinators, and Green Circle Salons certification at the Madison campus (since 2018).

IBW's revenue model rests on tuition and program fees (one-time payments per licensure track), retail Aveda product sales at campuses and through shop.aveda.com, clinic lab service fees from student-performed services, and administration of federal financial aid, institutional scholarships ($500 per student), and Sallie Mae loans. Go-to-market combines direct enrollment admissions, community-driven referrals, alumni network activations, and event-based engagement (Summerfest, Catwalk for Clean Water, fashion shows), supported by content marketing across blogs, podcasts, Instagram, TikTok, YouTube, and LinkedIn. No public revenue figures, funding rounds, or institutional investors are disclosed.

Name

The Institute of Beauty and Wellness

Legal name

The Institute of Beauty and Wellness

Website

https://ibw.edu

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Institute of Beauty and Wellness is a private Aveda-affiliated beauty and wellness school operating three Midwest campuses in Chicago, Madison, and Milwaukee, delivering seven state-licensed programs (Cosmetology, Esthiology, Barbering, Massage Therapy, Manicuring, Ayurveda Esthetics, Instructor) to prospective beauty professionals, with Title IV federal aid eligibility and public-facing student clinic labs.

Ownership category

akta.pro rank

Product category

Beauty and Wellness Education

NAICS

Cosmetology and Barber Schools (611511), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAOALAE

Esthetics / Skincare

Education/Vocational, Technical & Trade Education/Beauty, Cosmetology & Personal Care Training

SECONDARYHSALANAB

Esthetics & Skincare Training Programs

Home & Personal Services/Personal Care & Beauty Services/Beauty Schools & Training (Cosmetology/Esthetics/Nails)

SECONDARYHSALANAJ

Massage Therapy Schools & Certification Programs

Home & Personal Services/Personal Care & Beauty Services/Beauty Schools & Training (Cosmetology/Esthetics/Nails)

SECONDARYEDAAAHAH

Holistic & Integrative Wellness Education (Ayurveda, Traditional Practices)

Education/Adult & Continuing Education/Health, Wellness & Lifestyle Education (Nutrition, Fitness, Mindfulness)

SECONDARYHSALANAK

Salon Business, Management & Retail Training

Home & Personal Services/Personal Care & Beauty Services/Beauty Schools & Training (Cosmetology/Esthetics/Nails)

Keywords

• Cosmetology education programs
• Beauty school training
• Esthetician licensing programs
• Massage therapy courses
• Professional barbering instruction

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Tuition and Program Fees: Revenue from educational programs including Cosmetology (1,600 hours), Esthiology, Barbering, Massage Therapy, Manicuring (300 hours), Ayurveda Esthetics, and Instructor (150 hours) programs. Tuition includes student program kits, iPad, textbooks, and state board fees (excluding instructor program).
2. Student Salon and Spa Services: Revenue from clinic lab services provided by students to the public, including hair services, facials, manicures, massage therapy, and waxing. Services are offered at discounted rates compared to traditional salons.
3. Aveda Product Sales: Retail sales of Aveda professional hair and skin care products at campus locations and online through Aveda's shop.
4. Sallie Mae Education Loans: Third-party student loans through Sallie Mae, with the school facilitating enrollment. Students may qualify for lower rates with in-school interest payments and auto-debit discounts.
5. Scholarship and Financial Aid Administration: Administering federal financial aid (Direct Subsidized/Unsubsidized Loans, PLUS Loans, Pell Grants), institutional scholarships ($500 per student), and interest-free payment plans.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Institute of Beauty and Wellness is a private, Aveda-affiliated beauty and wellness school operating three Midwest campuses (Chicago, Madison, Milwaukee) that delivers state-licensed educational programs in cosmetology, esthiology, barbering, massage therapy, manicuring, ayurveda esthetics, and instructor training. Students receive hands-on training in on-campus clinic labs where they deliver discounted salon and spa services to the public, and the school retails Aveda professional products at campus locations and online. Tuition includes student kits, an iPad, textbooks, and state board fees for qualifying programs.

Product overview

The Institute of Beauty and Wellness is an Aveda-affiliated beauty and wellness school offering a portfolio of educational programs across multiple campuses in Chicago, Madison, and Milwaukee. The institution provides seven core licensure programs: Cosmetology (1,600 hours), Esthiology, Massage Therapy, Barbering, Manicuring (300 hours), Ayurveda Esthetics (1,000 hours), and an Instructor program (150 hours). Students gain hands-on experience through clinic lab services, and the institution operates a mobile application (AIM/IBW Services via Zenoti) for service scheduling. The school uses Aveda products and technology tools like the Vish Color Bar system for hair coloring education.

Differentiator

Problem solved

Functional benefit

Products and services

• Cosmetology Program
• Esthiology Program
• Massage Therapy Program
• Barbering Program
• Manicuring Program
• Ayurveda Esthetics Program
• Instructor Program
• Clinic Lab Salon and Spa Services

Quantifiable outcome

• Aveda Botanical Repair: 95% of women said hair looked instantly healthier
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Green Circle SalonsminorStrategic or Co-development Partner · 1 January 2018Aveda Institute Madison received Green Circle Salons certification in 2018 to support environmental leadership and responsibility in line with Aveda's mission. Helps the school properly recycle and dispose of salon waste environmentally friendly.
• AvedacoreOEM/ Whitelabel/ Licensing PartnerAveda is the parent brand and licensing partner for the Institute of Beauty and Wellness. The institute operates as an Aveda Institute using Aveda's naturally-derived, cruelty-free vegan products, educational curriculum, and brand standards. Students benefit from Aveda brand recognition, access to industry events like NYFW, and Aveda product training.
• Olivia GardenminorStrategic or Co-development PartnerPartnership announced for professional styling tools. Olivia Garden provides hairdressing tools and education to enhance student training in haircutting and styling techniques.
• The Urban Ecology CenterminorGTM or Marketing PartnerLocal Wisconsin nonprofit partner receiving fundraising support from student-organized events including Catwalk for Clean Water fashion shows during Earth Month.
• charity: waterminorGTM or Marketing PartnerInternational nonprofit receiving $10 from each sale of limited-edition Aveda products during Earth Month, supporting clean water initiatives.
• Concordia UniversityminorStrategic or Co-development PartnerMassage therapy students tour the Cadaver Lab at Concordia University in Mequon, WI for advanced anatomical education.
• Beauty Schools DirectoryminorGTM or Marketing PartnerScholarship provider for incoming beauty school students.
• Beauty Changes LivesminorGTM or Marketing PartnerNational scholarship provider awarding beauty and wellness scholarships to students annually.
• American Association of Cosmetology Schools (AACS)minorGTM or Marketing PartnerIndustry association providing scholarship opportunities for beauty school students.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Pivot Point International: Cosmetology education provider offering curriculum, tools, and lab training to beauty schools. Comparable as a vocational beauty education platform serving similar student and salon-operator customers.
• Empire Beauty Schools: Large multi-state chain of cosmetology schools with broad program offerings and federal financial aid eligibility. Closely comparable in business model and student demographic targeting to IBW.
• Aveda Institute New York: Another Aveda-affiliated cosmetology and esthiology school. Operates the same franchise model under Aveda's curriculum and brand standards, making it the most directly comparable peer to IBW in a different metro.
• Tricoci University of Beauty Culture: Cosmetology and esthetics school with multi-campus presence in the Midwest. Comparable to IBW in geography (Chicago-area), program mix, and tuition-aid-supported enrollment model.
• Paul Mitchell Schools: National network of cosmetology and barbering schools operating under the Paul Mitchell brand. Directly comparable vocational beauty education model with multi-campus footprint and similar federal-aid-eligible programs.
• Vidal Sassoon Academy: Premium brand-affiliated cosmetology school offering professional training under a globally recognized beauty brand. Comparable to IBW's Aveda affiliation in its premium-brand licensing model.
• Aveda Arts & Sciences Institute (Denver): Aveda-affiliated cosmetology and esthetics school with similar franchise model, program offerings, and brand positioning. Direct peer under the same Aveda franchise umbrella as IBW.

Others

• Zenoti: Booking and salon-management software provider that powers IBW's clinic lab scheduling. Relevant as an enabling technology partner supporting IBW's student-service retail operations.

Broad incumbents

• Aveda Corporation (parent brand): Owner of the Aveda brand, products, curriculum, and franchise framework used by IBW. Relevant as the licensor whose brand standards, product line, and curriculum underpin IBW's positioning.

Regional players

• Jolie Hair and Beauty Academy: Cosmetology and esthetics school with multiple Pennsylvania and Northeast campuses. Comparable vocational beauty education model but operates in a different geography than IBW's Midwest footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@avedamadison
• Facebookfacebook.com/AvedaIBW
• LinkedInlinkedin.com/company/the-institute-of-beauty-and-wellness-an-aveda-training-facility
• Instagraminstagram.com/avedaibw
• TikToktiktok.com/@avedaibw

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Institute of Beauty and Wellness