The rapidly expanding skincare and facial brand appeals to owners who are not only interested in health and wellness, but also the concept’s proven model and corporate support.
Prospective franchise owners are eager to sign on to join Heyday — a fast-growing skincare brand focused exclusively on making facials more accessible — as it launches lucrative franchise opportunities in major markets across the U.S.
Heyday provides expert, personalized and affordable skincare that empowers clients to be their best self. Members book monthly visits with a trained esthetician as part of their regular health and wellness routine, and by focusing solely on facials, Heyday offers an effective membership model that helps to promote recurring business. With no brand leader in skincare wellness — a $7 billion service industry and a $100 billion online industry — Heyday has limitless potential to dominate any market.
Currently, the brand has 11 existing locations open in New York City, Los Angeles, Philadelphia and Bethesda, Maryland, with signed franchise agreements to develop locations in Chicago, Detroit, Philadelphia, Austin and Cleveland. The emerging brand is targeting expansion in 54 major metropolitan areas, including San Francisco, Seattle, Phoenix, Denver, Dallas, Houston, Atlanta, Miami and Boston, among other major metropolitans. Backed by a knowledgeable and experienced corporate team, the brand plans to grow to include more than 300 locations in the next five years.
“We're in the early stages of finding a retail location in Lincoln Park of Chicago, in hopes to be open in the late spring or early summer of 2022,” Amrine said. “We’re so excited to bring accessibility to facials and launch this amazing concept in Chicago.”
Why Heyday’s Concept is Poised to Win in Every Market
Now more than ever, Americans are viewing facials as a regular part of their overall wellness routine as they prioritize personal health more than ever before.
“Even before COVID-19 hit, self-care was a big buzzword,” said Maripat Klein, Heyday’s first-ever franchisee who signed on to open four locations in Cleveland. “But as the pandemic really took hold, I could see that people were looking for ways to take care of themselves in order to feel better and relieve stress. Heyday offers a great platform to enable people to do just that. I think we will see more people continuing to embrace a self-care routine long past the pandemic. This is a trend that’s here to stay.”
Amrine recalled the moment when she knew that Heyday was right for her.
“My husband went for his first facial ever in his life, and I joined him. He finished his appointment a few minutes before I did and, when I came out of the room I saw him buying a wide variety of skincare products. Before this, he had never even owned face wash. I looked at him and said, ‘You’re sold, aren’t you?’ And he said, ‘I’m sold.’”
Heyday rises above gender norms, making facials accessible to anyone and everyone, a crucial business point for Amrine.
“Facials shouldn’t just be for females,” she said. “It should feel welcoming and accessible to all genders. So, for my husband to feel confident and comfortable to get a facial and then walk out of his appointment and immediately think, ‘I need these products,’ and believe in it without my influence — it was just one of those amazing moments where I knew this was going to work.”
Amrine, who comes from a consumer research background, ultimately made the decision to leave her previous career and enter into the health and wellness space with Heyday full-time. She said making the jump could have been intimidating, but Heyday’s franchising model gave her the security and support she needed to move forward.
“It feels very much like a safety net — I can still have these dreams of owning my own business and a concept that I believe in, but I have the support of a larger corporation and other franchise owners,” Amrine said. “It doesn’t feel like such a daunting task. There’s a brand and a method already in place, and now I just get to put my own special touch on my store in Chicago and grow from there.”
How Heyday’s Estheticians are Key Differentiator Among Facial Services
Heyday prioritizes finding the right owners and staff to ensure each location is set up for success. They’ve built a large, diverse team of expert licensed estheticians, who undergo a 10-day initial training followed by monthly continuing education programs. And, with a sole focus on providing personalized facials to clients, Heyday allows its aestheticians to really shine as the star of the show.
“I'm just so thrilled to be able to offer facials that are personalized and effective in addition to offering a thoughtfully curated product line. As a customer, you’re getting the top-of-the-line products in addition to an amazing consultation with an aesthetician who knows skin and knows specifically how to help you with problem areas or long-term plans for your skin. Our aestheticians can help to guide clients through the necessary products and steps needed for aging, hydration and so much more,” Amrine said.
Heyday’s aestheticians are paid an hourly rate plus commission, which is above and beyond the industry standard of service-based commission pay only. Together, these elements combine to provide the ideal culture and environment for an aesthetician to thrive, resulting in a turnover rate of less than 15% — well below the industry average of 35% to 50%.
“I love that Heyday puts its estheticians up on a pedestal,” Amrine said. “They’re really the ones leading the store. Success, for me, is having happy employees, happy customers and being a happy owner. The concept itself is something I truly believe in, and, for me, success would be seeing others believe in it, too.”
As Heyday continues to expand, launching locations coast to coast, the market opportunities are endless and new owners can take their pick.
“Experience Heyday once and you'll never go back to the old way of getting facials again,” Amrine said. “The demand is here. Hop on this opportunity now while you can, because Heyday is going to be one of the biggest disruptors in the skincare industry.”
Heyday’s startup costs range between $574,000 to $755,500, depending on which market the store is located. Other factors like design, configuration and labor costs will also impact the total investment. Click here to see the full cost breakdown.