While singer-songwriter Halsey might be “Bad at Love,” her new makeup line, about-face, is hitting the market like a “Hurricane.”
Fans of the artist will recognize Halsey’s personal style and love of diverse beauty as a theme throughout about-face’s brand. Over the last few years, Halsey has expressed her passion for edgy makeup that pushed the boundaries of typical beauty standards by showcasing looks she designed and applied herself. She regularly does her own makeup for appearances, album covers and even award shows.
many of you know ive done my own makeup for a long time. i believe makeup is about feeling cool, not looking perfect. “about-face” is available for preorder now ✨ https://t.co/0Psz9jTdCO — @aboutfacebeauty pic.twitter.com/wsdqWK2BEW
— h (@halsey) January 4, 2021
The brand launches initially with three distinct franchises – Light Lock, Matte, and Shadowstick. Light Lock, about-face’s highlighter line, promises “stratospheric shine” and is available in either Stick, Powder, Fluid or Lip Gloss.
The collection also features high-intensity Paint-It Matte Lip Colors, Matte Fix Lip Pencils and Matte Fluid Eye Paint, as well as a Set and Prime Spray with application sponges. Also available are cream eyeshadow crayons that make a range of looks for liner and lids achievable with a couple of swipes.
All of the about-face products are formulated to be vegan, clean, and cruelty-free. Prices range from $17.00 to $32.00.
“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.”
about-face will be sold direct-to-consumer in the US, Canada, UK and Europe through its website, and will be available to subscribers through an exclusive year-long partnership with Ipsy, featured in the newly launched and limited edition Glam Bag X.
The next about-face drop will be in early February 2021, on Anti-Valentine’s Day. After all, who needs candy and flowers when about-face’s new limited-edition matte lip range is launching?
Anti-Valentine’s day is on February 15, and it’s a holiday for those who are either single and sick of the chocolate-covered hype of February 14th or simply just don’t vibe with Hallmark’s version of Valentine’s Day. Whether it’s celebrating by securing the about-face bag or by scream-singing sad songs, we’ve got a song to fit any Anti-Valentine mood on this playlist.
In 2020, Halsey released her latest album, Manic. The album has already attained RIAA Platinum status as did the single “Graveyard” from the album.
Aside from her venture as CEO of about-face, most recently, it was announced that she will executive produce and star in “The Players Table” alongside Sydney Sweeney and in November of 2020, she debuted her first original poetry book, I Would Leave Me If I Could, which made her a NY Times bestselling author.
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