Halsey, the US singer-songwriter, is unveiling her own beauty brand 'about-face' later this month.
about-face is a multidimensional color beauty brand rooted in innovation, self-expression, and high-performance with customer experience as its highest priority. about-face provides the tools to create looks that highlight authenticity and uniqueness in every form, recognizing that there is no one version of us.
Halsey, Founder and Chief Creative Officer, about-face, said, “Makeup is an art and art is about happy accidents, not anyone ideal of perfection. I always feel the freest 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, including 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 the face. Shadowsticks are precise, multi-tasking cream eyeshadow crayons that feature soft pearly pastels, as well as 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.
about-face will be sold direct-to-consumer on www.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 www.ipsy.com.