Singer Halsey launches About-Face make-up line

By

Jennifer Braun

Published
Jan 5, 2021

Singer Halsey is the latest celebrity to dive into the beauty space, announcing on Monday the launch of a “multidimensional color beauty brand,” dubbed About-Face. 

Set to launch direct-to-consumer via aboutface.com on January 25, the debut collection will include 10 product categories across a total of 40 SKUs, under three distinct franchises. 

The brand launch will introduce Light Lock, a signature range of face highlighters, as well as the Matte line featuring eye pencils, liquid lipsticks, and eye paints, offered in high-intensity colors. 

Completing the launch is Shadowsticks - multi-tasking cream eyeshadow crayons for liner and lids  - in soft pearly pastels, as well as a high intensity matte velvet. 

"Makeup is an art and art is about happy accidents, not any one 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.”

Halsey is a self-taught makeup artist. From her knowledge of beauty, she wanted to create a brand rooted in performance-driven formulations. Inspired by music, fashion and art, About-Face honors inclusivity, acceptance, experimentation and the democratization of beauty for our multiple identities.

About-Face will be sold direct-to-consumer in the US, Canada, the UK and Europe. The next About-Face drop will be Anti-Valentine's Day, a limited-edition matte lip range launching in early February 2021.