bannerFranchisor Stories

How Much Does It Cost To Own a Heyday Franchise?

With plans to open 300 locations in the next five years, this skincare franchise has become one of the hottest investments in the health and wellness space this year.

By Chris LaMorte1851 Franchise Editor
Updated 2:14PM 08/09/21

Heyday, a fast-growing skincare franchise focused on making facials more accessible, is disrupting the industry by providing personalized, affordable and unintimidating services to clients across the country. And investors want to join them in the mission.

If you’re interested in knowing how much it costs to own a Heyday franchise, as well as how long it will take to open your store, read on.  

A Fresh Face in Franchising

Based in New York City, the brand opened in 2015 and currently operates 11 stores in Manhattan, Bethesda, Los Angeles and Philadelphia. Its key insight: millennials take a different approach to skincare, treating it as a necessity rather than a luxury. With a focus on skincare education and frictionless customer experience, the brand found its niche.

While perfecting its model at the existing corporate locations, Heyday started selling franchising in March 2021, becoming a smash hit with franchise investors eager to get an early toehold into the next new category of wellness. Right now, with no brand leader in skincare wellness, a $7 billion service industry and a $100 billion online industry, Heyday is well-positioned to own this lucrative category.

Its franchise sales have taken off like a rocket: Heyday had an initial goal to sell 25 franchises by the end of 2022. By July of this year, it had already signed deals for 68 units. The brand inked a $20 million, 60-unit agreement with Level 5 Capital that will introduce Heyday to Atlanta, Dallas and Washington, D.C. Additionally, single and multiple-unit investors will bring Heyday franchises to Austin, Chicago and Cleveland. The brand plans to open 300 stores in the next five years. 

“Prior to the pandemic, self-care seemed like more of a buzzword. But now, COVID-19 has taught us the value of self-care and it has become something that more people are embracing. As a pharmacist, I was always fascinated by dermatology and I feel like there is a lack of education in skincare. I was immediately drawn to the fact that Heyday is making skincare, and skincare education, accessible to everyone,” said Maripat Klein, a current Drybar franchisee, who jumped at the chance to be Heyday’s first franchisee, signing a four-unit agreement to bring Heyday to Ohio. 

The Cost To Own a Heyday

Heyday’s startup costs range between $574,000 to $755,500, depending on which market the store is located. Other factors such as design, configuration and labor costs also impact the total investment. 

Here’s how those costs break down:

  • Franchise fee: $50,000
  • Grand opening & marketing: $30,000-$50,000
  • Travel & living expenses during training: $3,000-$6,000
  • Leasehold improvements: $287,000-$334,000
  • Architect engineer permits and licenses: $30,00-$45,000
  • Legal & professional fees: $3,000-$6,000
  • Prepaid rent, security and other deposits: $3,000-$10,000
  • Initial liability insurance and workers’ compensation deposit: $500-$1,000
  • Exterior signage: $6,000-$30,000 
  • Furniture, technology hardware, fixtures and Equipment: $90,000-$110,000
  • Pre-opening esthetician training expenses: $6,000-$12,000
  • Business licenses and permits: $500-$1,500
  • Initial inventory and supplies not otherwise noted: $35,000-$50,000 
  • Additional funds (initial 3-6 month period): $30,000-$50,000

The Process of Franchising Heyday

Heyday prides itself for providing a thorough vetting, education and onboarding process before awarding a franchise in order to ensure the best match between its brand and a potential investor. 

From the day of a candidate’s first inquiry, until the final franchise agreement is signed, the process can take between 90 and 120 days and involves a multi-step process. It starts with an introduction to the brand, followed by an educational Field Day, which is a deep, hands-on dive into the brand. Candidates experience a Heyday facial for themselves as well as participate in an intensive daylong immersion at a Heyday location to understand what it takes to own and manage a store. 

Once the final agreement is signed, franchisees will be given a full onboarding and orientation, after which construction can begin. It will take two or three months to select the best site for a new location and another seven or eight months before the grand opening.

Getting Started With Heyday Ownership

“We’re looking for people who have a passion for skincare and who understand the value of everyday skincare,” said Sean Bock, Heyday’s president of franchising. “Our brand is about helping people become their best selves, so that’s also a motivation we seek in our franchise partners.”

Bock said that those who already own and operate franchises, former senior executives and those with backgrounds in sales and marketing will find an opportunity with Heyday highly enriching.

Learn more about franchise opportunities here: