Imagine if facials were no longer a luxury, but instead a necessary health routine. That’s exactly what Heyday is trying to make happen, a startup geared towards making facials both affordable and personalized. After raising $11M in funding, people are taking this company seriously.

Both a web service as well as a physical space, with stores in New York City and Los Angeles, Heyday aims to personalize skincare as a monthly maintenance routine. CEO and co-founder Adam Ross saw a market for those who couldn’t afford high-end facials but didn’t want low quality experiences. Facials, Ross argues, should be on par with a gym membership: A necessary wellness expense.

Heyday means to capitalize on the growing wellness industry, where consumers respond to longer hours and lesser pay by prioritizing “self-care.” From yoga classes to therapy sessions, things that were once considered luxuries have become increasingly mainstream necessities for the urban professional elite. Startups like Heyday mean to do exactly this: turn a luxury into a necessity by lowering the price and marketing it on a mass scale.

Heyday is an omnichannel business, operating both in physical locations as well as the web. The company utilizes technology to make booking more frictionless, carrying customer information on its website so that individualized facial therapies can be carried out without the aid of one particular employee. Booking is always done online, meaning you never have to wait. Pricing starts at $65 for a 30-minute session, $95 for 50, and $140 for 75. The company boasts a “personalized” strategy, with experts in skin care who specifically gear treatment to individual needs. The website itself pushes organic facial products, everything from ointments, cleansers to creams.

Heyday has three co-founders: Adam Ross, Jeni Sykes and Michael Pollak. For all three, Heyday is their first ever company. Sykes has experience as both a spa manager and skincare worker, while Pollak has a background in consulting and Ross in private equity. Main investors, so far, have been Brainchild Holdings, M3 Ventures, and Fifth Wall.

Since its founding three years ago, Heyday has done an excellent job marketing, managing to get its name in The New York Times. With its press and funding there’s no reason Heyday shouldn’t make a splash in the wellness industry, with its approach to revitalizing self-care both online and off.