A new facial-only treatment centre, Heyday, has opened in New York with the aim of creating simple, regular skincare routines for today’s busy customers.

“Regular facials are the gold standard for having great skin,” Michael Pollak, chief brand officer for the company told Spa Opportunities. “And because their habitat has always been the traditional spa, they’ve been inaccessible to many people for price or convenience. We’re setting out to change that to create an experience that fits in the wallet and schedule of today’s consumer.”

Heyday offers a 30-minute treatment for US$60 and a 50-minute treatment for US$95, with enhancements including microdermabrasion, LED phototherapy, professional peels, or beard treatments (for the gents) available to add on for a flat US$35 fee. It also offers a monthly membership “to help make building that healthy skincare routine easier while getting some perks,” said Pollak.

The 1,500sq ft (139sq m) spa has eight open-plan, semi-private treatment spaces, where clients have partitions beside them and partial curtains in front of them.

“The feedback has been fascinating,” said Pollak. “Not only are clients loving it because it feels easier, less foreign, and more social, but our estheticians love that it creates a happier, more team-driven environment.”

Heyday uses Naturopathica, Image Skincare, One Love Organics and Shaffali product houses. Pollak said he looks for niche brands with a penchant for natural or organic ingredients.

“We’re not afraid of a little science when a product comes for it, as long as the formula is safely and smartly built,” he said.

The company’s first New York location opened this summer, and it hopes to open several additional New York locations before expanding further afield.