Heyday provides expert skincare through a fleet of physical stores paired with expert-led services available virtually. The company raised $20M in a Series B to support growth and operations. Led by CEO and co-founder Adam Ross and Chief Experience Officer and co-founder Michael Pollak, Heyday plans to hire new people and scale its market position. Management intends to expand the brand through franchising its physical experience and to invest in innovations that deliver personalized skincare. Heyday aims to grow its physical footprint to hundreds of stores over the next five years. The Series B funding is positioned to underwrite that expansion and product/service innovation. Heyday operates brick-and-mortar facial studios and a redesigned website to provide a frictionless booking experience and personalized treatments using customer "Facial Records." Its sessions start at $65 for a 30-minute treatment. The company currently operates six locations, having started in New York City and recently opened its first Los Angeles store. Heyday positions its service between expensive high-end facials and low-quality cheap options, and says about 30 percent of its customers had never had a facial before. Leadership views facials as becoming a regular part of customers’ wellness routines and plans to grow both the physical footprint—particularly in LA—and its technology offerings. The physical stores remain a key pillar of the brand while the company continues investing in digital tools to win and service customers. Heyday operates a network of brick-and-mortar facial studios combined with an online storefront that sells personalized skincare products. The company offers 30-minute facials starting at $60 and emphasizes personalization powered by technology, which the founder describes as the firm's competitive moat. Heyday has opened four Manhattan locations staffed by more than 100 licensed skincare aestheticians, and reports that over 40% of clients visit at least once a month. Founder and CEO Adam Ross, who previously worked in investment banking, launched the concept to fill a gap between expensive high-end facials and low-quality low-cost options. The company plans to improve its online experience and build a detailed facial analysis tool with help from investor Lerer Hippeau, and is about to open a fifth New York store. Heyday is also eyeing expansion to Los Angeles and has raised capital to support growth.

Total raised

$31M

Funding rounds

3

Latest round

Series B

Latest activity

Feb 2021