Dive Brief:
- Skincare brand Heyday, famous for its personalized facials, has rolled out an exclusive, in-house professional product line boasting 19 unique formulas.
- Following two years of testing and around 150 samples, the brand finalized their lineup consisting of Water Gel, Cloud Cream, Mineral Mud, Refining Peel, Glow Concentrate, Salicylic Sweep, and more.
- These formulas are customizable, designed for Heyday's estheticians to blend according to clients' skin needs and goals. Starting in New York and California, these professional products will be available at company-owned stores and will expand to all franchise locations by early 2024.
Dive Insight:
Introducing the In-house Professional Product Line by Heyday
Mindful of sustainability, Heyday's new professional range is cruelty-free, vegan, and certified by Leaping Bunny. The products are free from harmful substances like artificial color, fragrance, phthalate, nut oil, parabens, and mineral oil. To reduce waste, the packaging is made with recyclable bottles that are notably larger than standard professional products.
As per Shea Amiruddin, Heyday's director of skin care education, these customizable products cater to all skin types and can be used individually or mixed together for targeted results. Heyday currently operates ten stores in major cities like New York City, Los Angeles, and Philadelphia, with 20+ franchise locations across various cities like Houston, Boston, Denver, Dallas, Atlanta, Washington, D.C., and Scottsdale, Arizona. The brand aims to open 135 franchise units, expanding into new markets.
Launched in 2015, the brand raised a substantial $20 million in 2021 and an additional $12 million in 2022, led by Level 5 Capital Partners. In the summer of 2023, the brand appointed Andy Taylor as its chief executive officer, signifying its plans for further growth. Co-founders Adam Ross and Michael Pollak continue to serve on the company's board of directors.
- In the realm of health-and-wellness and fashion-and-beauty, the skincare brand Heyday has ventured into the business of creating sustainable, cruelty-free, and vegan professional products.2.This new product line, consisting of 19 unique formulas, is carefully crafted to cater to various skin types and needs, opening up a personalized skincare experience for their clients.
- The establishment of this exclusive in-house professional product line marks a significant milestone in Heyday's educational approach to skincare, emphasizing science-backed formulas.
- Estheticians at Heyday are empowered to blend these customizable formulas, ensuring a tailored skincare solution for each client, contributing to the brand's heyday in the markets.5.Heyday's strategic expansion plans include opening 135 franchise units, aiming to extend its footprint into new markets, further solidifying its presence in the skincare industry.
- The brand's commitment to sustainability is evident in the larger, recyclable packaging for its professional products, thereby reducing waste and promoting a greener lifestyle.7.As the skincare brand continues to evolve, it attracts investors like Level 5 Capital Partners, who contributed $32 million in 2021 and 2022, and secures industry leaders such as Andy Taylor, appointed as the new CEO in 2023, to drive its growth in the business and health-and-wellness markets.
