HBFace opens new Sarnia studio, bringing successful beauty brand back to its roots

Editors note: The original story had the wrong location. The location of the new Sarnia Location is at 1202 Lakeshore Rd. A Sarnia native is bringing her successful beauty brand back […]

Editors note: The original story had the wrong location. The location of the new Sarnia Location is at 1202 Lakeshore Rd.

A Sarnia native is bringing her successful beauty brand back to its roots, opening a Sarnia studio built on a foundation of resilience and community.

Haley, the CEO and founder of HBFace, recently opened her third location in Sarnia, joining established studios in Toronto and Oakville. After being away for nearly 13 years, she said bringing her business home was a priority.

“I'm originally from Sarnia… obviously it's a very sentimental store for me,” Haley said. “I said we have to do Sarnia first. I want to be present there, I want to be really involved with the community. We're super excited to be here.”

For Haley, the journey behind HBFace is deeply personal. The brand’s philosophy, “beauty through resilience,” was forged in the wake of profound loss.

“I lost my mom and my brother, both to mental health and addiction at the age of 22, six months apart from each other,” she shared. In the aftermath of that tragedy, the simple act of self-care became a lifeline.

“Getting up every day and putting my skincare on and putting my makeup on, and seeing my clients really gave me purpose, and it drove me to want to start my own company,” Haley explained. “Life is so short as we know.”

That drive led to the creation of HBFace six years ago. The brows-first business focuses on enhancing natural beauty with an emphasis on simplicity.

“Brows are really at the heart of what we do, it’s our signature service,” Haley said. “But we’re all about the face as a whole. Along with brows, we offer dermaplaning, lash lifts, brow lifts, and makeup applications, plus our curated HBFace line of skincare and makeup. Our signature is the five-minute face, it’s all about effortless, simple beauty.”

The return to Sarnia has also been a personal milestone for Haley.

“It took me a really long time to start coming home, so this was a good way to come back home and have good memories based on my story,” she said.

Since opening its doors a few weeks ago, the community response has been overwhelmingly positive.

“It's honestly been such an amazing experience,” Haley said. “I've seen so many people that I haven't seen in years, and the books are slammed. So I'm very fortunate and very grateful.”

Having spent the last month in Sarnia to oversee the launch and hire local staff, Haley plans to remain a consistent presence in the city, splitting her time as the company continues to expand. She sees the new studio not just as a business, but as an investment in the community that shaped her.