ATLANTA, Ga. – April 11, 2022 – This summer, private equity group Level 5 Capital Partners will take the facial out of the spa and bring it to Alexandria, Va. with premier self-care destination, Heyday. Opening in the Old Town neighborhood, this new location will join the Bethesda, Md. Heyday location as the second in the region and offer accessible skincare through the likes of personalized facials, progressive products and professional guidance.
Founded in 2015, Heyday quickly disrupted the wellness industry by meeting the demands of the modern-day customer. Focused exclusively on skincare, Heyday provides customized, conversational treatments that are formulated personally for you by a licensed esthetician. The experience is highly curated to reinvent skincare as approachable. Heyday combines a frictionless, digital-first booking experience with a sleek and gender-neutral design, to uplift silencing barriers and invite customers to learn directly from skin experts. Both online and in-shop, customers receive individualized product recommendations to meet their unique goals and needs. All with the hope to always empower customers to be their best self.
“We're thrilled to open a second Heyday location in the DMV region,” said Patrick Ryan-Southern, CEO of L5 Skincare, the Heyday franchising entity of Level 5 Capital Partners. “Heyday comes from the term used more by our parents/grandparents as a reference to being in their prime, their best - their heyday. We're all about helping people be their best version of themselves - and we start with the skin they're in.”
The New York-based brand currently has 10 corporate-owned locations in New York, Philadelphia, and Los Angeles. Now, the brand is preparing for rapid expansion in markets across the country, with plans to open 300+ shops by 2026. Level 5 Capital Partners is among the first franchise owners with Heyday with recent and upcoming openings in Bethesda, Md., Dallas, Tx., Atlanta, Ga., and Manhattan Beach, Calif.
“Heyday is changing the way people think about facials, and the demand we’re seeing is incredible,” said Arielle Mortimer, Heyday's Chief Operating Officer. “People are eager for high-quality, personalized skincare services that, unlike traditional day spas, are quick, easy and affordable. We have ambitious growth goals for the brand over the next five years, and we couldn’t be more excited to introduce this revolutionary brand to Virginia and other new markets across the country.”
The new shop will be located at 815 King St. Alexandria, Va. 22314. Heyday is currently targeting expansion in 54 major metropolitan areas including Los Angeles, San Francisco, Atlanta, Seattle, Phoenix, Denver, Austin, Chicago, Miami and Boston, among other U.S. cities.
Start-up costs to open a Heyday range from $768,300 to $1,012,300. Learn more about franchise opportunities here: franchising.heydayskincare.com.
About Heyday
Heyday is a premier self-care destination that takes the facial out of the spa and the guesswork out of skincare, to empower you to live your best life. Spanning from Coast-to-Coast, Heyday's physical stores offer personalized facials, progressive products and professional guidance for a four-wall, open-door experience that is reinventing the traditional skincare model to be both accessible and approachable.
