A new facial and skincare shop with a goal to “take the facial out of the spa and into your life” has debuted in Southlake: Heyday opened its doors in Southlake Town Square on Thursday, January 19.

Heyday Southlake is the brand's first location in Tarrant County and the second in North Texas, after a shop opened in Dallas’ Knox-Henderson district in December.

Heyday offers 50-minute facials at a more affordable price ($135) than most luxury spas. They keep things simple and unfussy by providing just one type of facial that gets tailored to each client. To be clear, it's not a med spa - no fillers or laser lipo being done here.

All facials include a thorough skin analysis by a trained esthetician, who customizes treatments with services like exfoliation, masks, extractions, and facial massage, then offers a personalized regimen that guests can replicate at home with the same products and brands available for purchase in-store and online.

Optional facial enhancements include Gua Sha, microdermabrasion, LED light therapy, professional peels, microcurrent, and hydration infusion.

In a release, they emphasize that there’s not “one size fits all” when it comes to caring for guests’ skin.

“Consumers are focused on self-care and wellness now more than ever before, and with that comes the need to help them break through the noise and choose what’s best for their individual needs,” says Patrick Ryan-Southern, CEO of L5 Skincare, the Heyday franchising entity, in a statement. “Heyday aids consumers in doing exactly that by providing them with product recommendations and facials formulated to address their individual needs from real experts.”

Similar to a business model such as Facelogic (which no longer has Tarrant locations), Heyday offers monthly memberships that provide discounts on services and products. Another similarity is that treatments are performed in semi-private rooms, and guests do not undress into a robe (as they would at a luxury spa), making it easier to fit facials into everyday schedules, they say.

Heyday's retail shop sells high-end and "clean" brands such as Naturopathica, Image, Moon Juice, One Love, Grown Alchemist, Ursa Major, Supergoop, Skyn Iceland, and more.

Heyday was founded in 2015 in New York by Adam Ross, who set out to make facials more approachable and accessible to all, according to the website. The concept took off, and the company expanded coast-to-coast, with locations across California and throughout the United States. The Dallas and Southlake Heydays are the first two in Texas, with more to come, they say.

Southern tells CultureMap that Southlake was a natural fit for the company.

"In addition to its premiere dining and shopping destination, Southlake is filled with families, businesspeople, and young professionals who we believe would benefit from the accessible 50-minute facial services that Heyday offers," he says. "Enjoying a treatment at Heyday doesn’t require setting a whole day aside, and that’s what makes it a favorite destination for so many of our busy clients looking to prioritize their self-care.”

As for the name, the website says, “We want you to leave feeling at your prime. To live in your ‘heyday’ each day.”

To celebrate the opening of Heyday Southlake, the shop is offering all first time facials for $70 (normally $135); book here.

Memberships are available for $104 per month, which includes a monthly facial; 50 percent off enhancements, and 20 percent off all products at sign-up then 15 percent off anytime). Non-member facials are always $135.

Heyday is at 116 State St., Ste. 150, Southlake Town Square. Hours are 10 am-7 pm Monday and Friday, 10 am-8 pm Tuesday through Thursday, and 9 am- to 6 pm Saturday and Sunday.

To learn more or book an appointment, visit their website.