Halsey is joining Rihanna, Selena Gomez, and Millie Bobbie Brown with the curation and launch of her very own beauty brand, About-Face. The award-winning artist has been hinting about her latest project for months through mysterious posts on social media. Now, all has finally been revealed.
Welcome to Artist Spotlight #38 series on my blog.
About-Face launched with three distinct franchises: Light Lock, Matte, and Shadowstick. The Light Lock assortment includes face highlighters with ultimate shine in stick, powder, fluid, and lip gloss form. The Matte range includes velvety finishes with products like the Paint-It Matte Lip Colors, Matte Fix Lip Pencils, and Fluid Eye Paint. Lastly, Shadowsticks are precise cream shadow crayons in soft pastel colors. The launch includes ten different products in an array of colors across each category. All About-Face products are vegan, cruelty-free, and formulated without gluten, phthalates, parabens, or synthetic fragrances.
Keeping to her vision of self-love, identity, and reflection, about-face is a creation of Ashley Frangipane (Halsey’s birth name), with the brand’s initials being a reflection of her own. The beauty brand focuses on a collection that is “For everyone, for everywhere, for every way with a dedication to products that are as edgy and non-conforming as the voice behind it,” according to the press release.
Serving as founder and Chief Creative Officer, Halsey has had her hands in every step of the curation and launch, even stating on Twitter that she did the makeup and photos for all the models during the campaign. So far, the campaign has featured people of various backgrounds and identities, emphasizing the theme of multi-dimensional makeup for everyone.
About-Face officially launched on January 25, 2021, on aboutface.com. The line includes affordable items that range from $14 to $32.
About-Face wants you to embrace your inner light with their face products that feature shimmery colors and pigments that will leave you “Straight Beaming!” Featuring products like the Matte Fix Spray ($28), the Light Lock Highlighting Fluid ($32), the Light Lock Powder ($30), and the Light Lock Stock ($25). Each Light Lock product includes at least three varying shades from light sheer to a deeper bronze.
Light Lock Powder
A crazy smooth highlighter powder that transforms for a glass-like finish.
A molten, crystalline highlighting fluid.
Light Lock Stick
A multi-dimensional highlighter with powerful metallic effects.
Matte Fix Spray
An invisible spray that primes skin and keeps your face in place.
A velvety, soft-touch sponge engineered to gently blend primer or makeup evenly on the skin.
Often one to rock a bold look, Halsey curated lip products with bold shade ranges that highlight a deep wine red, a matte burnt beige, a light pale pink, and more. Featuring products like the Light Lock Lip Gloss ($20), the Paint-it Matte Lip Color ($22), and the Matte Fix Lip Pencil ($17).
Paint-It Matte Lip Color
A flexible, matte liquid formula infused with natural peppermint with a powerful pigment load.
Light Lock Lip Gloss
A buttery, glossy lip-oil infused with natural peppermint & lavender that serves all the sheen and none of the stick.
Matte Fix Lip Pencil
A glide-on matte liner that defines lip border for 7+ hours.
Currently, About-Face offers two eye products that provide a bold matte finish, a saturated matte look, or a pearlescent shimmer—featuring products like the Matte Fluid Eye Paint ($24) and the Shadowstick ($21). The smooth, buildable Matte Fluid Eye Paint pigment comes in six shades described as a “one-swipe color” that is smudge and budge-proof. The Shadowstick contains both matte and shimmery shades that can be used as eyeliner, eyeshadow, or truly whatever you choose.
An insanely pigmented, one-stroke eye crème with a built in sharpener.
Matte Fluid Eye Paint
A powerful, one-swipe punch of color that delivers bold and buildable pigment.