Following a year of successful brand repositioning and an assets overhaul, Heyday Skincare is committed to a national skincare reinvention. By Erika Ortega
Reinventing Skincare Services
Following a year of successful brand repositioning and an assets overhaul, Heyday Skincare is committed to a national skincare reinvention.
“This year we completed a full refresh across creative, collateral and brand positioning, setting franchisees up to compete more effectively at the local level,” explained Senior Director of Franchising Roger Weinstock.
Heyday Skincare is more than a traditional spa. Through an education-first environment, the brand has set itself apart from competitors with the philosophy that facials are a lifestyle and not a service that should be seen only as a luxury.
“We provide some of the industry’s best estheticians extensively trained on cutting-edge tools,” said Weinstock. “We offer clients a trusted 1:1 esthetician relationship that continues through personalized at-home routines and education.”
In addition to its highly trained teams, Heyday Skincare provides more than 125 treatment combinations to address the diverse needs of clients.
“This year, we introduced a full collateral and shop experience refresh that better reflects our modern positioning, launched innovative new services and rolled out new digital tools, like Zendesk, to streamline client communication,” explained Weinstock. “The results have been strong client adoption of enhancements, higher engagement from our estheticians through workshops and consistent upticks in client satisfaction and membership engagement.”
Heyday Skincare’s ideal franchisee does not need to have a background in skincare. The brand seeks individuals who are passionate about wellness and community-building.
“They need to believe in creating a people-first business, developing strong teams, investing in client relationships and fostering a culture of growth,” said Weinstock. “We look for operators who are committed to consistency, hospitality and operational excellence while also being entrepreneurial enough to lean into local marketing and grassroots engagement.”
The brand’s momentum has continued in 2025. In addition to surpassing one million facials network-wide, Heyday Skincare has achieved more than 150,000 five-star reviews while maintaining top client retention, loyalty and referral rates.
“This year we expanded our portfolio of proprietary, professional- grade backbar formulas to give estheticians more tools to personalize facials,” said Weinstock. “We also strengthened franchisee support systems with improved Core Four business reviews, launch kits and planning resources.”
Erika Ortega