Created by multimedia, award-winning artist, and bestselling author Halsey, About-Face is a multidimensional color beauty brand rooted in innovation, self-expression and high-performance. Set to launch on January 25, 2021, about-face celebrates the many facets and forms of expression that live in each person. 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. Delivering a powerful promise to perform, the highly-pigmented, long-wear 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 joins many other pop stars who have launched their own successful beauty companies in recent years, such as Rihanna, Lady Gaga, Kesha, and Selena Gomez. About-Face comes as a quick follow-up to Halsey’s momentous 2020, which included the release of her album Manic and her book of poetry “I Would Leave Me If I Could.”
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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 anyone ideal of perfection,” said 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.”
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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 the 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. All about-face products are formulated to be vegan, clean, and cruelty-free. Prices range from $17.00 to $32.00.