Why This Drybar Franchisee Decided To Invest in Heyday

Maripat Klein, a multi-unit franchisee with Drybar, wasn’t actively seeking an additional franchise opportunity. Then the pandemic hit and she started to see the world a little differently.

That’s why this mother of four just signed an area development agreement with Heyday, the fast-growing New York-based skincare franchise specializing in facials, to bring four locations of the buzzed-about brand to Cleveland. Her first location, which is also the first for the state of Ohio, is set to open early next year.

“Bringing on Maripat as our first franchisee is a huge step for Heyday and its continued franchise growth,” said Sean Bock, Heyday’s president of franchising. “She’s breaking new ground for the brand in Ohio and, based upon her success with Drybar, we believe she’s a great role model for our franchise partners since she delivers amazing hospitality. .”

So why did the pandemic convince her the world needed more facials?

“Even before COVID-19 hit, self-care was a big buzzword,” she said. “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 and I feel confident about my transition into the skincare business.”

Heyday currently has locations in New York, Philadelphia and Los Angeles and is bringing a lucrative new franchise opportunity to the $7 billion skincare service industry and the $100 billion online category. As it continues to build its franchise presence, the brand is attracting interest from multi-franchise operators, senior executives and entrepreneurs with strong backgrounds in sales and marketing.

Currently, Heyday has ten locations, and Bock believes the brand will grow dramatically through franchising with plans to open 300-plus shops over the next five years.

A big part of Klein’s decision to join Heyday: the leadership team, including Bock, who led franchise development and operations at Drybar.

“I met Sean early on when I was first looking into Drybar, so I knew he was a fantastic leader,” she said. “When he left Drybar, I was very curious about the type of opportunity that he would pursue next. I knew it had to be something innovative, so I kept in touch with him. When he told me about Heyday, the excitement in his voice was enough to get me excited. My conversation with Sean was really how I ended up looking into opportunities with Heyday and what ultimately influenced me to take the leap.”

But Klein also had the benefit of her own in-house focus group: her 24-year-old daughter, who manages her Drybar location, along with the rest of the young staff at Drybar.

“I'm surrounded by all young employees, and they have a very different way of looking at skincare compared to the way I did when I was 24,” she said. “When I was that age, I didn’t really care or think about my skin, so I just did the bare minimum.”

Now, her kids have a greater appreciation for thoughtful skincare. “My daughter gets facials every month. She spends a lot of time researching skincare, Googling and watching YouTube tutorials. She’s very informed.”

That’s why Klein is so excited about the growth potential of Heyday. The brand offers Millennials and Gen Z the skincare solutions and personalized advice they need, while making it easy and affordable for them to access it.

“Even as a pharmacist, I was always fascinated by dermatology and learning about the ways that people can better themselves from the outside in,” said Klein. “That being said, skincare can feel intimidating, especially to people who are just starting to prioritize proper skincare practices as a part of their wellness routine. It’s hard to know where to start, which products to buy, and walking into a spa can be overwhelming. I love that Heyday is making the facial experience, and skincare in general, accessible to the average person.”

About Heyday

Heyday is a fast-growing skincare company on a mission to provide expert skincare that empowers everyone to be their best self. Through a fleet of industry-leading physical stores, Heyday has made the facial experience more accessible and helps consumers achieve their skincare goals with the knowledge and care of talented estheticians. Heyday is changing how we take care of our skin, redefining the future of the skincare industry for the modern consumer.