Heyday, a popular skincare company on a mission to make the facial experience more accessible, announced a $20 million Series B round of funding led by Level 5 Capital Partners (L5) with participation from existing investors Lerer Hippeau and Fifth Wall Ventures. This investment will allow Heyday to scale and cement its position as a trusted brand in skincare, with expansion by franchising its high-touch physical experience and innovation in delivering personalized facials. “This strategic funding will enable us to accelerate our growth and deliver on our vision of delivering highly personalized skincare solutions,” says Adam Ross, co-founder and CEO of Heyday. “We are proud of the industry-leading in-store facial experience we have built and excited to expand across the U.S. while innovating digital experiences to meet consumers’ daily skincare needs in a differentiated, expert way.”
The company recently hired Maureen Sullivan as president and to lead Heyday’s expansion. She previously served as president and COO of Rent The Runway. “Skincare is already a daily routine, yet consumers have little confidence in their skincare routines, what products to use, and how to achieve the results based on their skin type or concerns,” says Sullivan. “We’re excited to democratize access to expert-led, personalized skincare services both in-shop and online in a way that no one else can.”
Meeting consumers both on- and offline, Heyday’s expansion will include adding physical stores through a new franchise system while also digitizing its best-in-class experiences and services. “By expanding Heyday’s physical footprint to hundreds of stores in the next five years, paired with unique expert-led services available virtually, Heyday is poised to become the most trusted company in skincare,” says Chris Kenny, managing partner of Level 5 Capital Partners. “We are thrilled for Heyday to join our portfolio and for the opportunity to support its franchise expansion.” L5 will also become an anchor Heyday franchisee with a commitment to invest in 40 units over the next five years and work closely with Sean Bock, Heyday’s chief development officer, who previously oversaw all franchise-led growth at Drybar.
The investment will also be used to expand the talent and expertise that will power the growth of the skincare platform. Says Michael Pollak, co-founder and chief experience officer, “Most importantly, with this growth, we are able to create opportunities for the 250,000-plus estheticians across the country, providing professional growth and development pathways both in the treatment room and online.”
