Heyday, the cult-favorite facial shop, has successfully closed its Series A funding by raising $8 million in capital.

The raise will finance further brick-and-mortar expansion for Heyday in California while continuing to build in New York. Additionally, it will foster organizational structure investment, including key new team member hires to build on an already-established team of 200-plus across shops and headquarters in New York. Additionally, the team has recently welcomed new COO, Ashley Peterson, who previously served as VP of Experience at Sweetgreen, where she helped build the business from a regional brand with 20 doors to a national business with nearly 100 doors, doubling growth year-over-year.

Heyday, founded by Adam Ross and Michael Pollak, operates five New York City locations and aims to reinvent the facial by bringing the experience out of the spa and into an accessible, streamlined consumer experience model. In July, Heyday expanded to the West Coast with the debut of their first LA location. Outside of physical outposts, Heyday is looking to create a digital and e-commerce platform to greatly improve and personalize consumers’ digital experience. Their data collection of more than 200,000 facials is changing how customers receive recommendations for real, personalized results. Though Heyday’s services are experiential in-shop, the business has exemplified it is truly omnichannel with a customer journey that starts online (98% of Heyday customers book online) and continues online after the treatment with hyper-attention to their customers’ needs.

Spearheaded by Fifth Wall Ventures (ClassPass, Lime, Cotopaxi), Series A funding for Heydey included participation from existing investors such as Lerer Hippeau (Casper, Glossier, Allbirds) and Brainchild Funding (Onomie, The Arrivals), in addition to welcoming new investors to the fold with the addition of M3 Ventures (Van Leeuwen, Carbon38, Rumble Boxing) and CircleUp (Hum, Kosas, Supergoop!).