HBFace, the modern beauty studio rooted in the philosophy of Brows First, Beauty Follows, has opened its third location at 1202 Lakeshore Rd, Sarnia.
This expansion is not just a business milestone, it’s a deeply personal homecoming for founder and CEO Haley Bogaert, returning to her hometown of Sarnia after years of healing and transformation.
She has been living in Toronto and is now splitting her time between Sarnia and Toronto. Her other two locations are in Toronto in Oakville.
“Coming back to Sarnia feels like a full-circle moment,” said Bogaert. “After losing my mom and brother, it was too painful to be here for a long time. But resilience transformed that pain into purpose, and now HBFace is rooted in the community where my story began.”
At HBFace, beauty is more than skin deep. The brand champions a belief in Resilient Beauty – that true beauty begins within and radiates outward, she added.
Born from personal loss, HBFace’s journey is a tribute to the power of inner strength and the healing nature of self-expression. With a strong commitment to mental health and community connection, HBFace is more than a brow and beauty studio, it’s a movement, explained Bogaert.
HBFace said it delivers a modern, elevated beauty experience grounded in expertise and thoughtful
design. Clients can expect efficient, professional treatments in a welcoming, high-style space, where results meet intention.
With plans for rapid expansion across Canada and future ambitions in the U.S., HBFace said it is on a
mission to simplify beauty, empower individuals, and build a resilient community.
Each new location carries forward the belief that Brows First, Beauty Follows, because beauty
isn’t just what you see. It’s what you overcome.
Signature services include:
● Brow threading, tinting, and lamination
● Lash lifts
● Makeup application
● Fuzz Free
“Whether you’re enhancing your everyday look or prepping for a special moment, HBFace
offers consistent and high-impact results. Every service is designed to simplify your routine
and boost your confidence because when your brows are right, the rest falls into place,” said the brand.
“In addition to in-studio services, HBFace offers a curated line of skincare and beauty products –
like the bestselling Brow Glaze, Brow & Lash Serum, Lip Crayon, and Water for Skin Hyaluronic
Acid Serum, designed to complement treatments and help clients maintain effortless beauty at
home.”
The company said its brand pillars are:
● Brows First: Brows frame the face and set the tone for everything that follows. HBFace
specializes in brows as the foundation of beauty—delivering structure, balance, and
glow-up energy.
● Resilience: HBFace’s story is rooted in loss, but built on strength. The brand reflects the
power of overcoming adversity and the belief that resilience is its own form of beauty.
● Simplicity: HBFace believes in doing more with less—streamlining routines with
effective, expertly executed services and curated skincare and makeup essentials.
● Accessible Luxury: Premium doesn’t have to mean exclusive. HBFace provides
high-quality services and products at accessible price points, ensuring beauty excellence
for all.
“At the heart of HBFace is a team of skilled professionals trained in the latest techniques through
rigorous, ongoing training and education. This ensures every client receives exceptional service
with consistency and care – rooted in resilience, elevated by expertise,” explained the brand.
“To foster ongoing connection and make beauty maintenance effortless, HBFace offers the HB
Insider Club – a membership program that includes exclusive perks, priority booking, and
special pricing. It’s designed to support each client’s journey toward Resilient Beauty, every day.”
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