Skincare Service Brand Heyday Announces $12 Million Series B Extension

Heyday, a fast-growing skincare services provider, has announced a $12 million Series B extension led by existing investor, Level 5 Capital Partners (L5). The funding comes nearly two years after its initial $20 million Series B. With this capital injection, Heyday says it plans to invest in franchise expansion and innovation in-person and online. The company will also expand into skincare products.

Since its founding in 2015, Heyday has performed more than 650,000 facials through its 10-plus owned and operated shop locations throughout New York City, Los Angeles, and Philadelphia.

Heyday plans to open more than 30 shops in 2023, with a total of 135 committed franchise units on the horizon in major markets including Denver, Boston, Austin, Phoenix and others.

“We’re incredibly fortunate to have an investor group who, like us, recognize the tremendous opportunity Heyday has to be the leading skincare-services brand across the US,” said Adam Ross, Heyday co-founder and CEO. “This capital will help Heyday continue to make strategic investments that provide world-class facials and innovation for our clients, while setting the brand and our franchised partners up for outsized success.”

In addition to driving franchising efforts, New York City-based Heyday says the funds will be used to propel in-house innovation and expand service offerings. Further, Heyday plans to launch a line of skincare products in 2023.

“We're excited to continue to invest in Heyday given the clear consumer demand signal we are seeing beyond its origin markets of NYC and LA,” said Chris Kenny, managing partner of L5 Capital. “Heyday has a clear path to category leadership in coveted consumer segments with 40 premium franchise shops open by the end of 2023 and significant first mover advantage in the service-led skincare segment.”