Happi Staff01.05.21
Multi-platinum singer/songwriter Halsey is set to launch About-Face, billed as multidimensional color beauty brand. The range will launch direct-to-consumer via www.aboutface.com on January 25, 2021.
"Makeup is an art and art is about happy accidents, not any one ideal of perfection," said Halsey, founder and chief creative officer. "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."
The highly-pigmented, longwear formulas are said to inspired by music, fashion and art, and honor inclusivity, acceptance, experimentation and the democratization of beauty for our multiple identities. The launch consists of 10 product categories across a total of 40 SKUs
The collection is said to embody 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 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 products are formulated to be vegan, clean and cruelty free. Prices range from $17 to $32.
In addition to being DTC in the US, Canada, UK and Europe on www.aboutface.com, the range has exclusive year-long partnership with Ipsy.
The next About-Face product roll out will be Anti-Valentine's Day, a limited-edition matte lip range launching in early February 2021.
"Makeup is an art and art is about happy accidents, not any one ideal of perfection," said Halsey, founder and chief creative officer. "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."
The highly-pigmented, longwear formulas are said to inspired by music, fashion and art, and honor inclusivity, acceptance, experimentation and the democratization of beauty for our multiple identities. The launch consists of 10 product categories across a total of 40 SKUs
The collection is said to embody 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 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 products are formulated to be vegan, clean and cruelty free. Prices range from $17 to $32.
In addition to being DTC in the US, Canada, UK and Europe on www.aboutface.com, the range has exclusive year-long partnership with Ipsy.
The next About-Face product roll out will be Anti-Valentine's Day, a limited-edition matte lip range launching in early February 2021.