With the new year comes the newest celebrity beauty launch. Self-described “makeup junkie” Halsey has announced her new beauty brand, About-Face, with a stylized Instagram video showing the American singer and models working back graphic eye looks paired with high impact matte lips. Completely vegan and cruelty-free, About-Face is focused on adding playful color to lips and eyes, with the 40-piece strong collection’s spotlighted shades and matte finishes giving the range a 90s feel.
Known for often eschewing professional makeup ahead of red carpet events and stage performances, Halsey says she choose the name About-Face as a nod to her opposition of following the crowd, as well as a personal reference to her A.F initials (the Grammy-nominated performer’s birth name is Ashley Frangipane). In addition, her beauty brand announcement feels like a natural step for the former YSL Beauté ambassador, especially in an era where celebrity-born makeup brands are a solid sign of making it in the mainstream.
While shipping starts from January 25, the complete range is now available for pre-order from the About-Face website. Halsey has also teased the brand’s first limited edition drop, an “Anti-Valentine’s Day” release.
Unsure of what to try first? We break-down Halsey’s About-Face favorites below.
About-Face has hit the highlighting trend with two different products to add glow to your complexion. The Light Lock Highlight Fluid, available in pearly pink, champagne and bronze, can be added to foundation for an all-over dewy look, or applied on cheekbones for a more exaggerated glow and set with the About-Face Light Lock Powder for a glass skin finish.
The Matte Fluid Eye Paint in six high saturation shades, including an unusual navy, emerald and pink. Designed to be layered on for intense coverage or bluffed out for a blurred effect, Halsey says they were inspired by her background as an art student and can be mixed to create your desired shade.
The Paint-It Matte Lip Color has launched in six hues, with cool-leaning browns, pinks and mauves anchoring the range. Each shade corresponds with a matching Matte Fix Lip Pencil.