Heyday, a provider of personalized skincare recommendations, raised USD 20 million in Series B funding led by Level 5 Capital Partners with participation from existing investors Lerer Hippeau and Fifth Wall Venture. This round brings the total funding to USD 33.2 million. 

The funds will be used to accelerate growth by expanding in-store franchise operations and improving the digital experience through innovation. The company aims to expand its physical footprint to “hundreds of stores” within the next five years. The funds will also be used to recruit new talent and expertise, with the company having already hired Maureen Sullivan as the company’s President to lead the company’s expansion. Sullivan was previously the president and chief operating officer at fashion brand Rent the Runway and has more than 15 years of experience in strategy, partnerships, branding, and operations.

Heyday operates through franchise partners, providing personalized facials in-store and online shopping recommendations. The customer is required to answer an online quiz upon arrival to a store, followed by a discussion with an aesthetician who will identify the type of facial that is required. The customers can also answer a quiz on the website that will recommend products from selected brands listed on the website. Heyday currently operates in 10 locations in New York, Philadelphia, and Los Angeles (three of which are temporarily closed at present due to the Covid-19 pandemic).