Passion in purpose: Angel Face Beauty Company soars to success

By Callie Hietala

Passion is what drives Angel Moyer, and her passion for makeup has fueled the stunning success of her business, Angel Face Beauty Company. The Martinsville-Henry County Chamber of Commerce hosted a ribbon cutting for the business’ new Uptown Martinsville location at 33 West Main Street on August 26. 

Moyer grew up in Martinsville. A graduate of Magna Vista, she moved away but came back five years ago to be closer to family. Two years ago, she left her job in the banking industry to turn her passion for makeup into a full-time career. 

The business is literally home-grown. Moyer, with the encouragement of friends and family, started her business in her home. She repurposed her dining room, added shelves and lighting, and started accepting clients. There was so much traffic coming in and out of her home that Moyer decided to invest in a storefront. In December 2019, she opened shop on East Church Street. In less than a year, and despite a global pandemic, she quickly outgrew the 600 square foot space and moved into her current West Main Street location. 

The new store has more than 10,000-square-feet and was, Moyer said, a much-needed expansion, but “it has been a journey a learning experience, seeing so much of what goes into the back end of getting ready for the public.”

However, it has also allowed her to create the luxurious, feminine-centric space her brand has come to represent. 

“Angel Face Beauty Company represents a safe haven for us as women to come in and relax,” Moyer said. “I’m not saying that male services aren’t available, but that’s how we got to where we are now, just focusing on a more high-quality, luxurious type of setting.” She said that was something Martinsville was missing, something she and her friends had to travel elsewhere to find. “Why not incorporate the things that we love from other places and bring it to the city? They say we’re a city without limits, so let’s really push that phrase. Let’s really take it all the way out there.”

Luxury is on display at every turn at Angel Face Beauty. 

Clients are greeted by a balloon archway and the beat of pop music. One wall is lined with comfortable chairs in floral prints or black velvet, accented with faux fur cushions and rugs. Walking toward the back of the shop and the makeup chairs, visitors pass by shelves of Angel Face Beauty products (Moyer has her own lines of makeup, brushes, and eyelash extensions) and a selfie wall covered in flowers. 

Moyer shares her new space with several other women who operate their own businesses. She wanted to provide space for other emerging entrepreneurs to come into an area where they’d get a lot of foot traffic and exposure since the Angel Face name and brand is gaining notoriety with the community and surrounding areas. 

Beverly Hairston operates Epiphany Body Contouring; Shan’Tyia Hairston owns The Sacred Space which specializes in feminine steaming; Kionna Mills does makeup alongside Moyer; and Nneka Harris runs Touched Wax & Beauty Bar where she offers many services including chemical peels, waxing, and facials. These partners “are the glue that brings Angel Face together,” Moyer said. 

Moyer’s ambitions have grown to fit the size of her new building. 

In addition to the businesses housed there, the new space also includes an event center with its own private entrance, perfect for baby showers or birthday get-togethers. Moyer wanted to provide an affordable place for smaller events like baby showers and birthday parties. She even hopes to host makeup classes there.

“We are striving to be the best that we can be,” said Moyer. “Your passion lies in your purpose. I see that because I love doing makeup. But for me, it’s not about just having them pretty afterwards.” 

“I’ve had clients that have literally said ‘I never thought I could be pretty,’” Moyer said, fighting back tears. “To have people in their 60s and they’re telling you ‘I never looked at myself and thought that I was beautiful,’ and you with your gifts caused them to feel that way. That’s what I do it for, those are moments I live for.”

Angel Face Beauty Company is located at 33 West Main Street in Martinsville. Due to the pandemic, it is currently accepting clients by appointment only. To learn more, visit angelface-bc.com or search for @angelfacebeautycompany on Instagram or Facebook.