Heyday Picks Up $12M for Personalized Skin Care Amidst Changing Demographics

Looking for soft, supple skin? There’s another contender on the market through Heyday, the fast-growing company on a mission to provide expert skincare that empowers everyone to be their best self.

Today, Heyday announced a $12 million Series B extension led by existing investor, Level 5 Capital Partners (L5), nearly two years after its initial $20 million Series B. With this capital injection, Heyday will continue to cement its position as the trusted leader in the skincare services sector, investing in best-in-class franchise expansion and support, while shepherding the brand’s innovation both in-person and online.

Through bullish franchising efforts, Heyday is democratizing access to expert-backed personalized skin care services across the country. Since its inception in 2015, the brand has performed over 650,000 facials within their 10+ existing owned and operated shop locations throughout New York City, Los Angeles, and Philadelphia. In 2023, Heyday will open over 30 shops, with a total of 135 committed franchise units on the horizon in major markets including Denver, Boston, Austin, Phoenix, and more.

“We’re incredibly fortunate to have an investor group who, like us, recognize the tremendous opportunity Heyday has to be the leading skincare-services brand across the U.S.,” said Adam Ross, Heyday Co-Founder and CEO. “This capital will help Heyday continue to make strategic investments that provide world-class facials and innovation for our clients, while setting the brand and our franchised partners up for outsized success.”

In addition to driving Heyday’s aggressive franchising efforts, the funds will be utilized to propel in-house innovation and the expansion of service offerings, with plans to launch a line of  innovative skincare products in 2023. In order to sustain Heyday’s unparalleled franchise growth, building a sustainable support system including tech advancements, product development, a growing talent pool, and more are a critical part of the company’s strategy.

“We’re excited to continue to invest in Heyday given the clear consumer demand signal we are seeing beyond its origin markets of NYC and LA,” said Chris Kenny, Managing Partner of L5 Capital. “Heyday has a clear path to category leadership in coveted consumer segments with 40 premium franchise shops open by the end of 2023 and significant first mover advantage in the service-led skin care segment.”