06.13.22
About-face, Halsey’s cosmetics line, has inked its first and exclusive retail partnership with Ulta Beauty.
The brand will introduce a wide range of its award-winning and highly-pigmented vegan products on Ulta.com tomorrow. Additionally, the brand's top-sellers will launch in select stores this summer as part of Sparked at Ulta Beauty, a curated assortment of emerging, up and coming beauty brands entering retail for the first time.
"This is a proud 'pinch-me' moment on an already amazing journey for about-face," said Ashley Frangipan, known professionally as Halsey, founder and chief creative officer. "I have shopped the Ulta Beauty aisles for years and I can't wait to see about-face on the shelves. "For me, the opportunity to partner with Ulta Beauty is a no-brainer, and I'm so excited to see our kickass, high-performing formulas in-store and online, bringing our products to more faces."
About-face launched during the pandemic as an exclusive DTC shopping experience. With a sharp focus on high-performing formulas delivered in vibrant hues with custom, color-matched packaging, the brand quickly established a strong presence online, building a social community fueled by artistry and self-expression resonating with the Gen Z consumer.
A ppopular beauty destination for Gen Z, Ulta Beauty offers synergies for about-face, making the retail partnership a meaningful and strategic next phase for the brand. With more than 1,300 stores across the country, Ulta Beauty provides a new touchpoint for consumers to discover about-face's vividly-colorful assortment. With vegan, cruelty-free and clean formulas, about-face also meets the needs and values of guests through Conscious Beauty at Ulta Beauty.
"We are thrilled to welcome about-face to the Ulta Beauty family," said Maria Salcedo, senior vice president of merchandising, Ulta Beauty. "Halsey's creative vision for cosmetics is demonstrated throughout every part of the collection, from beautifully pigmented shades to thoughtfully designed packaging. We can't wait for beauty lovers to discover about-face exclusively at Ulta Beauty and join us in celebrating the brand's passion, authenticity, individuality and self-expression."
The brand will introduce a wide range of its award-winning and highly-pigmented vegan products on Ulta.com tomorrow. Additionally, the brand's top-sellers will launch in select stores this summer as part of Sparked at Ulta Beauty, a curated assortment of emerging, up and coming beauty brands entering retail for the first time.
"This is a proud 'pinch-me' moment on an already amazing journey for about-face," said Ashley Frangipan, known professionally as Halsey, founder and chief creative officer. "I have shopped the Ulta Beauty aisles for years and I can't wait to see about-face on the shelves. "For me, the opportunity to partner with Ulta Beauty is a no-brainer, and I'm so excited to see our kickass, high-performing formulas in-store and online, bringing our products to more faces."
About-face launched during the pandemic as an exclusive DTC shopping experience. With a sharp focus on high-performing formulas delivered in vibrant hues with custom, color-matched packaging, the brand quickly established a strong presence online, building a social community fueled by artistry and self-expression resonating with the Gen Z consumer.
A ppopular beauty destination for Gen Z, Ulta Beauty offers synergies for about-face, making the retail partnership a meaningful and strategic next phase for the brand. With more than 1,300 stores across the country, Ulta Beauty provides a new touchpoint for consumers to discover about-face's vividly-colorful assortment. With vegan, cruelty-free and clean formulas, about-face also meets the needs and values of guests through Conscious Beauty at Ulta Beauty.
"We are thrilled to welcome about-face to the Ulta Beauty family," said Maria Salcedo, senior vice president of merchandising, Ulta Beauty. "Halsey's creative vision for cosmetics is demonstrated throughout every part of the collection, from beautifully pigmented shades to thoughtfully designed packaging. We can't wait for beauty lovers to discover about-face exclusively at Ulta Beauty and join us in celebrating the brand's passion, authenticity, individuality and self-expression."