On January 25, Grammy Award-nominated artist Halsey (born Ashley Nicolette Frangipane) will launch vegan makeup brand about-face. The brand has been in development for 12 years and will feature 40 different products, including application tools, which range in price from $17 to $32, all crafted with vegan ingredients and is not tested on animals. Available direct-to-consumer from the brand’s website in the United States, Canada, Europe, and the United Kingdom, the collection features three categories Light Lock (a collection of highlighters in different formats); Matte (which includes lip colors, lip pencils, and eye “paint”); and Shadowstick (a colorful collection of highly pigmented eyeliner crayons); along with a variety of tools and cosmetic bags. Halsey’s makeup line will also be available through a year-long partnership with beauty subscription service Ipsy.
Having fun with makeup
A self-taught makeup artist, Halsey has been mixing products to create her own looks for performances and aims to provide her fans with tools for experimenting with their own self expression. The collection is meant to inspire users to find the many facets of themselves through high-performance products created to be inclusive and accepting of multiple identities. “Makeup is an art and art is about happy accidents, not any one ideal of perfection,” Halsey said. “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.”
To create the brand, Halsey partnered with beauty industry veterans Dineh Mohajer and Jeane Chavez—creators of brand Smith & Cult, Goldie, and Hard Candy. “In every facet of her artistry, Ashley is profoundly imaginative with unerring gut instincts and strong feelings about product. To capture that essence meant breaking traditional beauty rules and conventional design restraints, which of course we loved,” Mohajer said.
On February 1, about-face will launch an Anti-Valentine’s Day collection of limited-edition matte lip products to help customers celebrate the idea of self love during the romantic holiday.