Heyday has closed a series A round of funding, raising a total of $8 million, led by Fifth Wall Ventures. The round also includes funding from Lerer Hippeau, Brainchild Funding, M3 Ventures and CircleUp.
Often referred to as the “Drybar of facials,” New York-based facial shop Heyday plans to use the cash injection for building out its brick-and-mortar presence in Los Angeles, new hires and to build out its digital and e-commerce platforms.
Heyday opened its first fast facial bar in New York’s Flatiron in 2015 — since then, it has expanded to four more locations in New York and one in Los Angeles. The skin-care concept, founded by Adam Ross and Michael Pollak, was designed to take facials “out of the spa,” and target Millennials, specializing in affordable custom facials by aestheticians. A 30-minute facial costs $65, a 50-minute facial costs $95 and a 75-minute facial costs $140. Add-ons such as microdermabrasion, peels, LED therapy and “beard therapy” are also available. There’s also an option for monthly membership.
There is also a retail side to the business. Heyday sells many of the products it uses in facials both in its stores and online, from brands such as Naturopathica, Image Skincare and Ursa Major.
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A key focus for the business is building out its Los Angeles presence, said chief executive officer Adam Ross. Other focuses will be new hires. Heyday recently tapped Ashley Peterson, formerly vice president of experience at Sweetgreen, as ceo. Ross also plans to invest in personalization technology and building out the company’s e-commerce platform.