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Heyday Lands $12 Million Series B Extension to Support Expansion

Published December 14, 2022
Published December 14, 2022
CatMax Photography

Through bullish franchising efforts, Heyday is democratizing access to expert-backed personalized skincare services across the country, landing $12 million in fresh capital to fuel expansion and launch a product range.

WHO: Founded in 2015 by Adam Ross and Michael Pollak, Heyday is a groundbreaking skincare disruptor that has filled a void in the marketplace. Heyday is known for its personalized facials, expert advice, and highly curated product selection. Heyday is invested in education, changing the way people engage with skincare, and taking the confusion and exclusivity out of facials in an affordable, accessible, and high-design set of brick-and-mortar locations. The brand uses real estate to strategically drive its business by being located in the right space, on the right block, and in the right neighborhood, allowing Heyday to embed itself into the fabric of the communities it serves and to become an essential component of its customers' skincare routines.

WHY: The new round of funding will allow Heyday to continue cementing its position as the trusted leader in the skincare services sector, investing in best-in-class franchise expansion while shepherding the brand's innovation in person and online. In addition to driving aggressive franchising efforts, the funds will be utilized to propel in-house innovation and the expansion of service offerings, with plans to launch a line of innovative skincare products in 2023.

IN THEIR OWN WORDS: "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."

"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."


  • Heyday landed $12 million in new funding, extending its Series B led by existing investor Level 5 Capital Partners (L5), nearly two years after its initial $20 million Series B
  • Since its inception in 2015, the brand has performed over 650,000 facials within their 10+ existing shop locations throughout New York City, Los Angeles, and Philadelphia. 
  • In 2023, Heyday will open over 30 shops, with a total of 135 committed franchise units on the horizon in major markets, including Denver, Austin, Phoenix, and more. 
  • In the 2021 funding round, Level 5 became a Heyday anchor franchisee with a commitment to invest in 40 units over five years as part of the investment.
  • In November 2018, Heyday closed an $8 million Series A funding round led by Fifth Wall Ventures, including participation from existing investors Lerer Hippeau and Brainchild Funding; in addition, new investors M3 Ventures and CircleUp joined the round.
  • In 2017, Heyday raised $3 million in seed funding led by New York's Lerer Hippeau Ventures.

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