Heyday aims to disrupt the facial industry by making the experience easier, less fussy, and cheaper. “It shouldn’t cost north of $200 to get a high-quality facial,” says Adam Ross, who co-founded the company with Michael Pollak. Their first “facial shop” debuted last year in Nomad, and the second is now open in the former Color Me Mine space on Reade.

To that end, the hours are convenient (8 a.m. to 10 p.m. weekdays, 9 a.m. to 8 p.m. weekends); you can book online and store your credit card; and the menu is limited to facials of three durations (30, 50, and 75 minutes for $60, $95, and $135, respectively), with a handful of optional $35 enhancements. “But we don’t want you to book the enhancements in advance,” says Ross. “Not till we see your skin do we know if we’d recommend microdermabrasion or a peel.”

The atmosphere is clean, contemporary, and gender-neutral: “We have ambient music, but there’s no Enya and no pan flutes.” There are seven treatment rooms, which are semi-private—with walls that don’t go all the way to the high ceiling and curtains that don’t close entirely—in order to avoid the claustrophobia that a small, windowless room can induce. And the rooms are each outfitted with phone chargers.

Heyday prefers “shop” to “spa” because it wants you to think of a facial as part of your self-care routine rather than an occasional indulgence. “Our goal is for you to visit once a month,” says Ross. “That’s why we don’t try to upsell you product. We’d rather have you come back than risk you leaving annoyed with us.”

Heyday is at 92 Reade (between W. Broadway and Church), 646-922-7576; thinkheyday.com.

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