Halsey’s makeup brand About-Face will help you defy beauty standards

All About-Face products are vegan and cruelty-free

Halsey’s makeup brand About-Face will help you defy beauty standards 12
ADVERTISEMENT
ADVERTISEMENT

After weeks of speculations, Halsey has finally announced her own makeup brand called About-Face.

About-Face won’t officially launch until January 25th, but a total of 40 items are now available for preorder on the beauty brand’s website. Orders, however, will only be shipped out starting the official launch date.

ADVERTISEMENT
ADVERTISEMENT

Halsey is a self-taught makeup artist. In fact, the Grammy-nominated artist has done her own makeup for concerts, red carpets, magazine covers, and music videos for a long time. Described as a “true makeup junkie,” Halsey also has an encyclopedic knowledge of cosmetic brands, application methods, and best-in-class products from drugstore heroes to luxury leaders.

Halsey for About-Face
Halsey for About-Face

From this extensive base knowledge of beauty, Halsey created About-Face ― a brand rooted in innovation, self-expression, and high-performance. “Makeup is an art and art is about happy accidents, not any one ideal of perfection,” said Halsey in a statement. “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.”

ADVERTISEMENT
ADVERTISEMENT

In an Instagram post, Halsey revealed that she has worked tirelessly on About-Face “for years with an incredible team” and hopes that fans would feel her DNA all over it.

 

View this post on Instagram

 

A post shared by halsey (@iamhalsey)

Embodying Halsey’s personal style and love of diverse beauty, About-Face’s launch collection is divided into three product lines: Light Lock, Matte, and Shadowstick.

ADVERTISEMENT
ADVERTISEMENT

A highlighter range with stratospheric shine, Light Lock includes an intense shimmer stick, pressed high beam powder, reflective highlighting liquid, and a pearlized high sheen lip gloss.

READ  Lucky Fortune Cookies are the next hit toy from the makers of Fingerlings
Light Lock Intense Shimmer Stick by Halsey's About-Face
Light Lock Intense Shimmer Stick by Halsey’s About-Face

The Matte range, meanwhile, 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.

Paint-It Matte Lip Color by Halsey's About-Face
Paint-It Matte Lip Color by Halsey’s About-Face
ADVERTISEMENT
ADVERTISEMENT

Lastly, 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.

Shadowstick by Halsey's About-Face
Shadowstick by Halsey’s About-Face

Retailing from $17 to $32 each, all About-Face products are formulated to be vegan, clean, and cruelty-free.

ADVERTISEMENT
ADVERTISEMENT

In addition to aboutface.com, About-Face products will also be sold direct-to-consumer in the U.S., Canada, U.K. and the rest of Europe via an exclusive year-long partnership with Ipsy.

About-Face’s next collection is called Anti-Valentine’s Day, a limited-edition matte lip range launching in early February 2021.