Halsey’s New Beauty Line af94 Drops at Walmart Next Week

Ashley Frangipane, professionally known as Halsey, is dropping a second beauty brand, af94, at Walmart next week. 

The range, which will debut on July 25,  includes full color collection for eye, lip, cheek and body.  The new brand also features cosmetic accessories, including custom-designed face and body stickers. The artist-formulated products are all vivid in color, strong in performance, and priced for accessibility at $10 and under.

Available exclusively at Walmart, af94 will be sold in approximately 2,900 doors across the country, as well as on Walmart.com.

The name is an amalgamation of Halsey's initials (A.F.) and birth year (1994).

Halsey’s first line is About Face. It has been expanding distribution in shops including Ulta.

By co-developing the brand with Walmart, Halsey will tap into a new consumer base, according to the artist.

“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,” Halsey said, “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.”

Focused on affordability, without compromising product, color and efficacy, af94 was developed for the Gen Z consumer and beauty novices alike, according to Halsey.

“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 US. “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 af94 starting lineup features 12 made-to-play products, ranging from velvety eyeshadow crayons (Shadowboxer), creamy matte lipsticks (Majorly Matte), multi-use cheek and lip tints (Playdate), biodegradable makeup remover wipes (Friendly Rewinder), colorful face and body stickers (Joystickers) and more.