Makeup is an art and art is about happy accidents”
Created by multimedia, award-winning artist and bestselling author Halsey, about-face is a multidimensional color beauty brand rooted in innovation, self-expression and high-performance with customer experience as its highest priority.
Set to launch direct-to-consumer via www.aboutface.com on January 25, 2021, about-face celebrates the many facets and forms of expression that live in each person. about-face provides the tools to create looks that highlight authenticity and uniqueness in every form, recognizing that there is no one version of us. Delivering a powerful promise to perform, the highly-pigmented, longwear formulas meet bold individualism, elevating all faces and empowering everyone to share their voice and vision through makeup. Inspired by music, fashion and art, about-face honors inclusivity, acceptance, experimentation and the democratization of beauty for our multiple identities.
Halsey, a self-taught makeup artist, has always taken ownership of what makes her feel most beautiful, creating and applying her own looks for performances, editorials and music videos. A true makeup junkie, she has an encyclopedic knowledge of brands, application methods, and best-in-class products from drugstore heroes to luxury leaders. Perfecting her craft, she was often blending, cocktailing and color-correcting to achieve levels of vibrancy, pigment intensity and shine. From this extensive base knowledge of beauty she created a brand rooted in performance-driven formulations that deliver the finish and quality in products that are hard-working over hype.
“Makeup is an art and art is about happy accidents, not any one ideal of perfection,” said Halsey, Founder and Chief Creative Officer of about-face. “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 about-face launch collection embodies 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. The launch consists of 10 product categories (inclusive of beauty tools and limited edition cosmetic bags) across a total of 40 skus. All about-face products are formulated to be vegan, clean, and cruelty free. Prices range from $17.00 to $32.00.
about-face will be sold direct-to-consumer in the US, Canada, UK and Europe on www.aboutface.com, as well as via an exclusive year-long partnership with Ipsy, featured in the newly launched and limited edition Glam Bag X on www.ipsy.com. The next about-face drop will be Anti-Valentine’s Day, a limited-edition matte lip range launching in early February 2021.