Behind The Brand
Resilience
Our journey was born from loss. We believe inner strength is a true form of beauty, and our story reflects the power of overcoming adversity. We’re deeply committed to supporting mental health, understanding that true strength can manifest as true beauty.
Simplicity
We champion the philosophy of doing more with less, with a special focus on our expert brow services, alongside streamlined skincare and makeup solutions that prioritize what truly matters. In a busy world, we believe in simplifying your routine to deliver powerful results without the clutter.
Accessible luxury
We believe that high-quality service and products should be attainable. That’s why we provide premium skincare, makeup, and beauty services at accessible price points—ensuring you get the best without compromise. Luxury should be within reach for everyone, and we’re here to make that happen.
Brows
Brows frame your features, enhance balance, and can even create a more youthful appearance. Whether bold or natural, the right brows transform your look—and boost your confidence. When your brows are on point, everything else falls into place.It all starts with the brow, because personality isn’t the first thing people see;) Brows shape and define your face, making them the most important part of your routine.
BORN FROM A PLACE OF LOSS, BUT SUSTAINED BY…RESILIENCE
In 2013, profound loss left me searching for purpose. Losing both my mother and brother within six months—each battling mental health and addiction—shattered my world. Amid the grief, I found an unexpected source of solace: my daily makeup routine. It became more than just self-care; it provided structure, confidence, and a renewed sense of purpose.
As I grew stronger, I realized I wanted to share this gift with others—to help people feel beautiful, confident, and empowered. That vision led to the opening of our flagship store in Toronto five years ago, and since then, we’ve expanded to a second location in Downtown Oakville. Listening closely to our customers, we curated a line of makeup and skincare products designed to simplify beauty routines and elevate confidence. The response was overwhelming in the best way and inspired our product line.
At HB Face, we believe in Resilient Beauty—enhancing both outer radiance and inner strength. Few things compare to the joy of seeing a client light up after a brow service or a simple makeup application. Knowing we’ve made someone feel even a little more confident in their own skin is what drives us forward.
But this is just the beginning. Our mission is to reach millions more, making beauty effortless, confidence second nature, and resilience an everyday mindset.
Thank you to everyone who has been part of this journey. After 15 years in the brow and makeup space and as the founder of HB Face and the Resilient Beauty movement, I promise to never stop innovating, creating, and delivering products and experiences that help you feel strong, beautiful, and unstoppable.
XX HB
Supporting Mental health
through Camh
CAMH has a deep dedication to supporting mental health and addiction, which is a cause that is deeply meaningful to us. Haley tragically lost her mother and brother to mental health and addiction, which drove a desire to give back and help. Her choice was simple, it was CAMH. This organization has made tremendous strides in improving mental health care and supporting those in need. Haley also wanted to support an organization that shares her passion for making a meaningful impact on the community. By working with CAMH, we’re not only raising awareness, but also supporting their incredible work in line with our mission of resilient beauty — helping people feel strong, empowered, and beautiful, no matter what challenges they face.
