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