Dive Brief:
- To better personalize facials for its diverse range of customers, skin care services brand Heyday has launched an in-house professional product line of 19 formulas.
- After more than two years of testing and over 150 samples, Heyday settled on a mix of products, including Water Gel, Cloud Cream, Mineral Mud, Refining Peel, Glow Concentrate and Salicylic Sweep.
- Designed for the brand’s estheticians to create custom formulas, Heyday professional products will initially be available at company-owned and operated locations in New York and California. All franchise locations will carry the products by early 2024, per an email release sent to Retail Dive.
Dive Insight:
With sustainability in mind, Heyday’s new professional products are cruelty-free, vegan and leaping bunny certified, and free from artificial color, fragrance, phthalate, nut oil, parabens, petroleum and mineral oil. All bottles are recyclable and designed to be large enough to reduce waste, as they are nearly seven times the size of standard professional products.
“All products within the suite are beautiful, highly active formulas meant to be mixed according to exactly what the skin needs and client goals are at the moment,” Shea Amiruddin, director of skin care education at Heyday, said in an email to Retail Dive. “They are suitable for all skin types and can be used alone, mixed together, or combined with other products within the range for super targeted results.”
Heyday currently has 10 owned and operated shops in New York City, Los Angeles and Philadelphia. The company has opened over 20 franchise locations this year in Houston, Boston, Denver, Dallas, Atlanta, Washington, D.C., and Scottsdale, Arizona. The brand has announced a commitment to open a total of 135 franchise units, though some markets will come on board next year.
Launched by Adam Ross and Michael Pollak in 2015 as a facial service provider, Heyday has raised capital over the past several years to help fuel its growth. It raised $20 million in 2021 and added another $12 million last year, with both led by Level 5 Capital Partners.
Signaling its intentions to take the brand to the next level, Heyday made a C-suite change this summer when it appointed Andy Taylor as its chief executive officer. With a history of building profitable and sustainable businesses through different markets, Taylor took over for co-founder Ross. Both Ross and Pollak remain on the company’s board of directors.
