What Heyday does

Heyday (legal entity Heyday Wellness LLC) is a U.S. skincare studio operator founded in 2012 and operating since June 2015, headquartered in New York. The company delivers customized facial treatments through a network of 35 owned and franchised studios across 15 U.S. states, with an e-commerce channel for retail product sales. Its service portfolio comprises four signature facials (the 50-minute Essential Facial, the Elite Laser Facial using the Cynosure Elite iQ with the FDA-approved Skintel melanin reader, the Microneedling Facial using the Dermapen 4 Pro, and the 100-minute Full Edit Facial), augmented by nine enhancement add-ons and condition-specific treatments such as the 2025-launched Clarifying Acne Boost. Treatment customization is enabled by a proprietary backbar of 18+ professional-grade formulations yielding 125+ facial combinations.

The business model combines per-service pricing with a subscription membership layer (Hey Monthly at $125/month and Hey Bimonthly at $130/every other month) that delivers discounted facials, 50% off enhancements, 10% off retail products, and milestone rewards. Revenue is generated through facial services, membership recurring fees, enhancement add-ons, and a curated retail product line (third-party brands such as Dr. Loretta, Image Skincare, Naturopathica, Face Reality, VENN, plus Heyday's own emerging proprietary line). The go-to-market is primarily direct-to-consumer through physical studios and a Shopify-powered e-commerce site, with a franchise program supporting expansion. Operational technology runs on Shopify (e-commerce), Blvd (booking and membership management), and FDA-cleared clinical hardware; back-office compliance includes HIPAA, PCI-DSS, and Leaping Bunny certification.

Heyday has raised $51.4 million in disclosed funding across seven rounds since 2017, most recently a $12 million Series B extension led by Level 5 Capital Partners in December 2022 alongside a parallel $12.2 million SEC Form D filing. Franchise economics are described as generating mid-to-high teens EBITDA margins with 6–9 month cash-flow breakeven per studio. The company reports lifetime throughput of over 1 million facials, 92% five-star reviews, and a workforce of 251–500 employees (94% women). Investors include Level 5 Capital Partners, Fifth Wall, Lerer Hippeau, ID8 Investments, Rosecliff Ventures, Brainchild Holdings, M3 Ventures, and CircleUp. Leadership comprises co-founders Adam Ross (CEO) and Michael Pollak (Chief Experience Officer), with additional C-suite functions in technology, data, finance, and product.

Name

Heyday

Legal name

Heyday Wellness LLC

Website

https://heydayskincare.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Heyday (Heyday Wellness LLC) operates 35 owned and franchised skincare studios across 15 U.S. states, delivering customized facials via proprietary backbar formulations and FDA-cleared devices to individual consumers through memberships, single-session services, and curated retail product sales.

Ownership category

akta.pro rank

Product category

Professional Skincare Services

NAICS

Beauty Salons (812112), Hair, Nail, and Skin Care Services (81211), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Medical-Grade / Clinical Facials (Dermatology & Med Spa) (HSALADAN)

akta.pro secondary industries

Professional Skincare & Facial Treatments (CRABALAF), Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK)

Keywords

• Customized facial treatments
• Professional skincare services
• Skincare studio memberships
• Esthetician facial care
• Curated skincare retail

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Facial Services: Core revenue from facial treatments including Essential Facial, Elite Laser Facial, Microneedling Facial, and Full Edit Facial. Individual sessions and multi-packs available.
2. Membership Subscriptions: Monthly ($125) and bimonthly ($130) membership programs offering 20% off facials, 50% off enhancements, 10% off products, and exclusive perks including milestone rewards and birthday gifts.
3. Product Sales: Retail sales of professional skincare products including cleansers, serums, moisturizers, sunscreens, masks, and tools through e-commerce and in-studio. Members receive 10% discount.
4. Facial Enhancements: Add-on treatments including Nano Infusion, Microcurrent, LED Light Therapy, Dermaplaning, Gua Sha, Hydro Wand Infusion, and Professional Peel at additional cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Heyday operates a chain of 35 skincare studios across 15 U.S. states delivering customized facial treatments (Essential, Elite Laser, Microneedling, and Full Edit facials) performed by licensed estheticians. The company complements its in-studio services with a recurring membership program, retail sale of curated professional skincare products, and a proprietary backbar of 18+ in-house product formulations that enable 125+ treatment combinations.

Product overview

Heyday is a skincare studio operator offering customized facial services and retail skincare products across 35 U.S. studio locations. The core offering consists of four signature facial treatments—The Essential Facial (50-minute foundational facial), The Elite Laser Facial (FDA-cleared laser treatment using Cynosure Elite iQ™ with melanin reader technology), The Microneedling Facial (FDA-cleared Dermapen® 4 Pro treatment), and The Full Edit Facial (100-minute premium treatment with neck care and three included enhancements)—augmented by nine facial enhancement add-ons (Nano Infusion, Microcurrent, LED Light Therapy, Dermaplaning, Professional Peel, Diamond Tip Microdermabrasion, Gua Sha, Hydro Wand Infusion, and Soothing Scalp Revival) plus the Clarifying Acne Boost. The business operates on a membership model (Hey Monthly and Hey Bimonthly plans) and retail sales of curated professional skincare products. Heyday's proprietary differentiator is its custom backbar of 18+ professional-grade formulas enabling 125+ treatment combinations, complemented by curated retail products from external brands. Services are delivered by licensed Estheticians trained in Heyday's proprietary methodology, with booking and membership management through Blvd platform and e-commerce powered by Shopify.

Differentiator

Problem solved

Functional benefit

Products and services

• The Essential Facial
• The Elite Laser Facial
• The Microneedling Facial
• The Full Edit Facial
• Clarifying Acne Boost
• Hey Monthly Membership
• Hey Bimonthly Membership
• Heyday Pro Backbar Products
• Curated Skincare Retail Products
• Heyday Gift Cards
• Refer a Friend Program

Quantifiable outcome

• 3x more efficacy than off-the-shelf products
• +3 more outcomes

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Skin Laundry: Skincare studio chain offering laser facials and clinical-grade treatments in a membership-driven retail studio model. Closely aligned with Heyday's tech-forward, customizable facial positioning.
• Hand & Stone Massage and Facial Spa: Largest U.S. facial + massage franchise chain (~500+ units). Most direct competitor: similar franchise-driven skincare service model, comparable esthetician-led facial offerings, and recurring membership pricing structure.
• European Wax Center: Public wellness franchise operator with a comparable franchise unit-economic profile, recurring membership revenue, and concentrated U.S. retail footprint. Useful as a financial benchmark and franchise playbook comparable.
• Massage Heights: Membership-based wellness franchise chain offering massage and skin care services. Comparable in GTM motion (franchise + membership) and target affluent suburban consumer.
• Restore Hyper Wellness: Multi-service wellness franchise chain with comparable retail studio economics, recurring membership revenue, and franchise expansion model in the broader wellness services category.
• The NOW Massage: Membership-based boutique massage and skincare studio franchise targeting affluent urban consumers. Comparable studio retail format, recurring membership pricing, and franchise growth motion.
• Woodhouse Spas: U.S. spa chain offering facial services alongside other wellness treatments; comparable as a multi-unit facial/spa operator with membership programs and premium positioning.
• Milk + Honey Spa: Premium spa chain offering customized facials and skincare services with membership tiers. Comparable service menu, custom facial methodology, and affluent urban customer base.
• SkinSpirit: U.S. medical spa chain offering facials, laser treatments, microneedling, and injectables. Comparable clinical-grade facial service menu and studio-retail positioning aimed at premium skincare consumers.

Broad incumbents

• Hydrafacial: Global provider of professional hydradermabrasion device and branded facial service widely used across spas and dermatology offices. Comparable as a technology-driven, professional-grade facial treatment brand with national service rollout.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/heydayskincare

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds7 records

Investors8 records

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 Heyday