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 long 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.