Halsey launches second beauty brand AF94

By

Benjamin Fitzgerald

Published
Jul 24, 2022

Singer Halsey announced this month the upcoming launch of her second beauty brand, set for retail release in Walmart July 25.

Dubbed 'AF94', the new beauty brand's title is an amalgation of the artist's real name, Ashley Frangipane (AF) and her birth year (1994) and ​showcases a 67-piece full color cosmetic collection including products the eye, lip, cheek and body, targeted at Gen-Zers.

As a self-taught beauty expert and makeup artist, Halsey's new brand also features unique cosmetic accessories, like custom-designed face and body stickers for true makeup play. The artist-formulated products are all vivid in color, strong in performance, and priced for accessibility at $10 and under, according to a press release.

By co-developing the brand with U.S. retail giant Walmart, the singer hopes to tap into a new consumer base where individuals will discover the brand's colorfully-curated collection in stores.

​"After listening to feedback received from fans and friends, I wanted to create another self-expressive line that was lower-priced with a wide reach," said Halsey, "which is why we are so excited to be launching this new collection with Walmart.  I hope wearing this makeup, however that looks for you, inspires you to break beauty rules and color outside of the lines."

Available exclusively at Walmart, AF94 will be sold in approximately 2,900 stores across the U.S. as well as on Walmart.com.

"Walmart is committed to making beauty accessible for all of our customers and we are thrilled to be adding af94 to our growing lineup of affordable, inclusive and quality beauty products," said Creighton Kiper, merchandising VP for beauty, Walmart U.S.

"Our assortment reflects shoppers' evolving interests and we are proud to collaborate with Halsey, someone who has built a platform on inclusivity, to develop a brand that will resonate strongly with our customers." 

The beauty brand launch follows Halsey's first dive into the beauty space in 2021, where she announced the launch of a “multidimensional color beauty brand,” dubbed About-Face.