Heyday facial shop to open at Bethesda Row in 2020

Update: Heyday will replace Pieology, which is closing next week at Bethesda Row
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Heyday, described as a "modern facial shop" that is "disrupting the spa industry," will open a Bethesda Row location next year. The lease at the Federal Realty property is the first Heyday has signed in the D.C. region, although there are plans for a District location as well.

Treatments will include 30 Minute ($65), 50 Minute ($95), and 75 Minute ($140) facials with enhancements such as microdermabrasion, professional peels, LED light therapy, and gua sha. Skincare product brands will feature Naturopathica, Herbivore Botanicals, Supergoop!, and Image Skincare, among others. Eleven semi-private treament rooms will each feature phone chargers, and memberships will be offered.

Heyday can be seen as an upscale addition to the Row; all of their existing locations are in elite neighborhoods in California and New York, as well as Rittenhouse Square in Philadelphia. “We’re thrilled to welcome Heyday to Bethesda Row,” Stuart Biel, Senior Vice President, Federal Realty, said in a statement. “The Heyday commitment to quality of experience is a standout that customers are going to love and want to share with their friends.”

The address of Heyday will be 4922 Elm Street. That is currently the location of Pieology. Asked if that meant the pizzeria would be closing before Heyday opens, a publicist for Bethesda Row would only confirm that 4922 Elm Street will be the address for Heyday.