Introducing: The Drybar of Facials
It’s been a few years since the express blowout became a thing, but convenience still reigns as beauty industry trend numero uno. Need a manicurist? One will come to your apartment with just a few swipes on your smartphone, thanks to Glamsquad. How about taking your makeup look from office to date night without stopping at home? Blushington is the place to go for a quickie makeover. Skin Laundry has even made it possible to get a laser treatment on the fly.
So we probably could have predicted the arrival of Heyday, the NYC-based startup that’s all about express facials. With its first location in the Flatiron District, a handful of other New York locations next on the agenda, and expansion to other major cities (like Los Angeles) to follow, it’s clear that co-founders Michael Pollak and Adam Ross know that they’re hitting a certain corner of the market just before it explodes. Basically, you have your pick of a 30- or 50-minute treatment, which means you can completely reboot your complexion on your lunch hour, probably with time to spare.
The best part: Convenience and personalized, quality service aren’t mutually exclusive. “It was important to us not to have a set menu of facial types to choose from,” Pollak told me when I visited Heyday’s outpost last month. Instead, the facialists customize your treatment based on your skin type and needs—and completely keep you in the loop on the products they’re using and why. For example, my practitioner, Liana, noted that I have a different skin type and texture on my nose than the rest of my face—something I had never even considered before—and used Herbivore Botanicals’ Lapis Oil ($72) in that area while using a different type of leave-on treatment for my cheeks, forehead, and chin.
Which, as a product junkie (naturally), brings up my next point: Though I've experienced many wonderful facials, most (all?) of them use a very specific lineup of products, usually from one brand. This is also something Pollak wanted to steer away from. "Even if a brand's lineup is really great, there are often those standout products," he says. "We wanted to pick and choose the best." The brands themselves are some of the buzziest names on the market—and they're mostly plant based. As soon as I walked in, I noticed that the shelves were stocked with products from It labels Herbivore Botanicals, One Love Organics, and Naturopathica (to name a few).
But as great (and quick!) as the treatment itself was, there's no glossing over the other conveniences that Heyday offers. Seriously, the team thought of everything, from the phone chargers at every facial station (praise-hands emoji) to the home care recommendation sheet that was handed to me before I went on my merry way. Dread that awkward cash shuffle when it's time to tip? Consider it gone—Heyday makes payment and gratuity digital and seamless.
The treatments themselves run $60 for the 30-minute treatment and $95 or 50 minutes, with the option for add-ons (microdermabrasion, peels, and even beard therapy for dudes) at an additional $35 each. And those who can't live without a monthly (or bimonthly) facial appointment will love the subscription options Heyday offers, which start at $75 a month. We told you it was convenient!
Oh, and there's an app—obviously.
What kind of beauty service do you want to be made express next? (Are there any left?!) Sound off in the comments below!