THE RIVER OAKS Shopping Center is now home to Houston's first Heyday, a national chain of skincare boutiques offering membership-based discounts on products and services.

Heyday opens today, which happens to be 713 Day, on West Gray near Shepherd. It promises to "take the guesswork out of skincare," with customizable 50-minute facials and shopping guidance from estheticians.

Upon entering the minimalist yet approachable store, clients are greeted with chilled lemon water and a beautiful display of colorful products from high-end brands like Supergoop!, Tata Harper, Osea, Ursa Major and others. Those who have booked a facial treatment are ushered back to an open-concept area where curtains section off eight different treatment rooms. Licensed estheticians perform a skin analysis and proceed to incorporate various steps like extractions, exfoliation, masking and massage; customers can also opt for enhancements like microdermabrasion, gua sha, LED light therapy, or hydrofacial.

In line with the company's ethos of making skincare accessible and habitual, there's no undressing or warm foot bath here. Instead, clients climb into a deluxe recliner, not unlike one seen in a dentist's office, that's covered loosely in boho-chic tasseled fabric. This sets the tone for a facial that is relaxing not due to soothing spa music, but rather because of the simple, not-overwhelming approach to skincare. Esthies here understand that not everyone can do a multi-step skincare routine twice a day, and offer practical product recommendations accordingly.

In that same vein, Heyday's membership program is "designed to support your skin's monthly renewal cycle," and each month's fee ($114) includes a personalized facial, 50 percent off any enhancements, and a range of discounts on products. Additional facials can be tacked on for $85 each. Not ready to commit? Non-members can easily book a consultation and facial for $135. Plus! Right now, new clients can get their first treatment for just $70.