Singer founded a direct-to-consumer color cosmetics brand for ever face
Halsey is launching about-face — a multidimensional color beauty brand rooted in innovation, self-expression and high-performance with customer experience as its highest priority — as a direct-to-consumer brand on January 25th. about-face celebrates the many facets and forms of expression that live in each person and provides the tools to create looks that highlight authenticity and uniqueness in every form, recognizing that there is no one version of us. Delivering a powerful promise to perform, the highly-pigmented, longwear formulas meet bold individualism, elevating all faces and empowering everyone to share their voice and vision through makeup. Inspired by music, fashion and art, about-face honors inclusivity, acceptance, experimentation and the democratization of beauty for our multiple identities.
Halsey, a self-taught makeup artist, has always taken ownership of what makes her feel most beautiful, creating and applying her own looks for performances, editorials and music videos. A true makeup junkie, she has an encyclopedic knowledge of brands, application methods, and best-in-class products from drugstore heroes to luxury leaders. Perfecting her craft, she was often blending, cocktailing and color-correcting to achieve levels of vibrancy, pigment intensity and shine. From this extensive base knowledge of beauty she created a brand rooted in performance-driven formulations that deliver the finish and quality in products that are hard-working over hype.
“Makeup is an art and art is about happy accidents, not any one ideal of perfection,” states Halsey, Founder and Chief Creative Officer of about-face. “I always feel the most free when I am creating looks without following any rules. The beauty industry has norms, but I want to encourage people to challenge those standards and allow things to be imperfect and fun.”
The about-face launch collection embodies Halsey’s personal style and love of diverse beauty, initially with three distinct franchises – Light Lock, Matte, and Shadowstick. Light Lock, her signature face highlighter range with stratospheric shine, includes Stick, Powder, Fluid and Lip Gloss. The Matte range of velvety smooth, creaseless, high-intensity colors consists of Paint-It Matte Lip Colors, Matte Fix Lip Pencils and Matte Fluid Eye Paint, as well as a Set and Prime Spray with application sponge for face. Shadowsticks are precise, multi-tasking cream eyeshadow crayons that feature soft pearly pastels, as well as a high intensity matte velvet in white, teal blue and black for a range of looks for liner and lids. The launch consists of 10 product categories (inclusive of beauty tools and limited edition cosmetic bags) across a total of 40 skus. All about-face products are formulated to be vegan, clean, and cruelty free. Prices range from $17 to $32.
about-face will be sold direct-to-consumer in the US, Canada, UK and Europe on aboutface.com, as well as via an exclusive year-long partnership with Ipsy, featured in the newly launched and limited edition Glam Bag X on ipsy.com. The next about-face drop will be Anti-Valentine’s Day, a limited edition matte lip range launching in early February 2021.
Make-u(p) without rules. Made for the many versions of you, about-face is multidimensional makeup for everyone, everywhere created by Halsey and built on the truth that no one is just one thing and humans are weird, complex and imperfectly beautiful beings. Everyone has their own messy, mad, and personal method to becoming their greatest version of themselves, so we make products that are hardworking over hype, designed to celebrate the journey to become every version of us – the ones we end up being, and all of the experimental versions along the way.
many of you know ive done my own makeup for a long time. i believe makeup is about feeling cool, not looking perfect. “about-face” is available for preorder now ✨ https://t.co/0Psz9jTdCO — @aboutfacebeauty pic.twitter.com/wsdqWK2BEW
— h (@halsey) January 4, 2021