Heyday first stepped up during 2020 by offering virtual skin consultations for essential workers fighting the pandemic — many of whom were experiencing skin irritation from wearing masks for long periods of time at work. Each session lasted roughly 15 minutes and gave healthcare workers the opportunity to talk with someone, as well as ask skin-care advice.
Then, after Aurora James created the 15 percent pledge asking brands to commit at least 15 percent of their shelf space to Black-owned brands, Heyday was the first beauty company to take the pledge.
