Heyday

Heyday provides personalized in-store facials and a shopping platform for third-party beauty products. Heyday’s platform offers personalized shopping recommendations for selected brands listed on its website based on web-based quizzes.

Upon arrival at a physical store, Heyday’s customers are required to complete an iPad-based quiz, along with a discussion with an aesthetician. The aestheticians also use a tool to analyze the skin type of the customer. Heyday uses the data obtained via the quiz and the aesthetician to determine the type of facial required. After the facial, the customer receives aftercare instructions via an email that recommends a skincare routine for 30 days, along with product recommendations.

The company offers one-on-one virtual skincare consultations online. It also operates a franchise-based model, with over 100 franchise locations operational across Denver, Boston, Austin, Texas, and Phoenix as of December 2022 . At the same time, the company planned to open more than 30 more franchise locations in 2023.

As of June 2023, ~75% of Heyday’s facials were conducted on a monthly membership basis, with the membership price typically amounting to ~20% of the menu price.

Key customers and partnerships

The company has a brand partnership network that includes skincare and wellness brands such as Dr. Loretta, Naturopathica, Golde, Hero Cosmetics, Josh Rosebrook, and Shaffali.