af94 will target Gen Zers

Ashley Frangipane, professionally known as Halsey, announces the release of her second beauty brand, af94, launching exclusively at Walmart on Monday, July 25th. The launch showcases a full color collection packed with innovation sparked by Halsey’s imagination in categories of eye, lip, cheek and body. As a self-taught beauty expert and makeup artist, Halsey is often known for their transformative looks. Her passion and talent in both makeup artistry and creation of beauty products is symptomatic of her multifaceted nature, always bringing her from one project to the next, and eventually giving way to the birth of her next beauty line, af94.

The new brand also features unique cosmetic accessories, like custom-designed face and body stickers for true makeup play. The artist-formulated products are all vivid in color, strong in performance, and priced for accessibility at $10 and under. Available exclusively at Walmart, af94 will be sold in approximately 2,900 doors across the country, as well as on

By co-developing the brand with af94’s exclusive partner, Walmart, Halsey is excited to tap into a new consumer base where individuals will discover the brand’s colorfully-curated collection in stores.

“After listening to feedback received from fans and friends, I wanted to create another self-expressive line that was lower-priced with a wide reach,” Halsey shares, “which is why we are so excited to be launching this new collection with Walmart. I hope wearing this makeup, however that looks for you, inspires you to break beauty rules and color outside of the lines.”

Built with the ethos of formulating versatile makeup for everyone, the brand focus is on affordability, without compromising product, color and efficacy. af94 was developed for the Gen Z consumer and beauty novices alike. The 67 user-friendly products are aimed to inspire discovery, exploration and fun.

“I’ll always remember being 15 years old and saving up to buy my first eyeliner. It was electric blue and a big purchase for me at the time, but the thrill of wearing such a bold color was worth every penny,” Halsey adds. “I created af94 so that anyone and everyone can chase that rush of standing out with bold makeup, but at an affordable price.”

The af94 name is an amalgamation of Halsey’s initials (A.F.) and birth year (1994). Through its playful product names and shade mix of bright colors and moody neutrals, consumers will find a nostalgic nod to the 90’s throughout the collection – a decade known for fearlessness, self-expression and living in the moment.

The af94 starting lineup features 12 made-to-play products, ranging from velvety eyeshadow crayons (Shadowboxer), creamy matte lipsticks (Majorly Matte), multi-use cheek + lip tints (Playdate), biodegradable makeup remover wipes (Friendly Rewinder), colorful face + body stickers (Joystickers), and more.

All af94 products are 100% vegan and cruelty-free, and cleanly-formulated. Long-lasting performance benefits and key skincare ingredients are also infused throughout the entire collection, and the shade range was specifically developed to complement all skin tones.