There’s the age-old question of whether it’s better to give a man a fish or teach him to fish, but what about beauty? A salon aims both to give and teach beauty at its new Lehigh Valley home.
LovelyyFaces, which was founded about 10 years ago a a mobile business, opened earlier this year at 800 Main St., Suite 104, in Hellertown, owner and stylist Ashley McKinney said.
The salon offers hair, makeup, lashes, brows, skincare, waxing and other services.
McKinney previously worked to help care for people with disabilities, but she would occasionally do makeup at people’s homes or for events. Growing up, her mother and sisters made sure they dressed well and looked well put together, and that inspired her.
“I was too young to wear makeup, so it really inspired me. When I finally was able to, I could do my own makeup, and then I started … practicing on my sisters and my mom and family members and then started practicing with our friends,” McKinney said. “And I realized that I was better at doing makeup on other people than I was on myself.”
McKinney began LovelyyFaces as a mobile business around 2016 or 2017, and made it her full-time job in 2020.
“COVID hit and it gave me a lot of time to really buckle down and understand what I wanted in life and where I wanted to go,” she said.
The salon opened in 2021 at the Venture X coworking space in Bethlehem and moved in 2022 to 813 Linden St. McKinney said she moved to her new Hellertown location from Linden Street, where the salon was just one open space, so that she could make use of individual suites and private rooms.
The salon also allows McKinney to pursue her passion of teaching, as she provides beauty training and certification.
“I wanted to be that person who was able to teach people the skills that can make them money in the long run, and not just the general skills that the schools would teach them,” she said.
The salon operates 9 a.m. to 6 p.m. Monday through Friday and 9 a.m. to 2 p.m. Saturday.
Ashley McKinney, owner, of LovelyyFaces applies lashes Monday, Nov. 2. 2026, on Main Street in Hellertown. The salon offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Lashes are applied to customers Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, that offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Tanamarie William does stitch braiding on Antonio Norman on Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, where it offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Tanamarie William does stitch braiding on Antonio Norman on Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, where it offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Tanamarie William does stitch braiding on Antonio Norman on Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, where it offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Thalia Bonilla, model, gets her brows waxed and tinted Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, that offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Thalia Bonilla, model, gets her brows waxed and tinted Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, that offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Thalia Bonilla, model, gets her brows waxed and tinted Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, that offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Thalia Bonilla, model, gets her brows waxed and tinted Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, that offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Lashes are applied Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, that offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Lashes are applied Monday, Nov. 3, 2026, at the salon LovelyyFaces on Main Street in Hellertown, that offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
Laura Sierra, master esthetician, Tanamarie Williams, master hairstylist, Ashley McKinney, owner, master esthetician and educator, and Mabel Ricart, pro lash and brow artist, pose for a picture at the salon LovelyyFaces Monday, Nov. 2. 2026, on Main Street in Hellertown. The salon offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
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Ashley McKinney, owner, of LovelyyFaces applies lashes Monday, Nov. 2. 2026, on Main Street in Hellertown. The salon offers services and certification for hair, makeup, skincare and waxing. (Monica Cabrera/The Morning Call)
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Lehigh Valley retail and restaurant news in brief
Zen Cafe: The new cafe opened Monday at 3 W. Morton. St. in Bethlehem. It offers coffee provided by Devoción Coffee, tea, croissants, scones and Japanese-style sandwiches called sandos.
La Cocina de la Abuela: The Mexican restaurant reopened Oct. 12 at 127 S. Third St (Route 309) in Coopersburg. It had been closed since a severe storm blew the roof off its building in March.
Iron Mule Restaurant & Bar: The historic restaurant reopened Thursday after a fire forced it to close earlier this year at 831 S. Delaware Drive in Williams Township.
Bar Louie: The former bar will be replaced by a new restaurant at Promenade Saucon Valley in Upper Saucon Township. A $500 gift card to the restaurant will be offered to one of the people who can guess what the new restaurant will be.
In other news
The first Downtown Allentown Marketplace will run 11 a.m. to 4 p.m. Nov. 14 at 835 Hamilton St. in Allentown, the Greater Lehigh Valley Chamber of Commerce website said.
“This vibrant marketplace will bring together flavors, makers, artists, traditions, and small businesses from Allentown and around the world, all in one unforgettable afternoon,” the announcement said. “Come hungry, come curious, and stay awhile. Try something new, discover handmade goods, experience live music and cultural traditions, and meet the people behind the food, art, and businesses that make Allentown so special.”
Retail Watch is a weekly column covering retail and restaurant news in the Lehigh Valley. Have a question, tip, or want to see something in the area? Contact retail reporter Graysen Golter at retailwatch@mcall.com. Sign up for our weekly Retail Watch newsletter at mcall.com/retailwatchsignup.