Halsey Launching ‘about-face’ Makeup Brand

Halsey announced the launch of her own makeup brand, “about-face,” on Monday (January 4).

The brand’s pre-sale started on Monday, but the official direct-to-consumer launch will be on January 25, 2021 via AboutFace.com.

The brand will have lipsticks, complexion products, eye makeup, and even beauty tools priced between $17 to $32. The products come in neon and iridescent tubes, bottles and sticks.

The brand’s Instagram post says Halsey chose the name about-face because it means “to suddenly and completely change one’s direction.”

“I have an autoimmune illness, so I’m very sensitive to what goes on my face,” Halsey explained to Byrdie about the personal importance of the products’ ingredients, which also leave out parabens, gluten and synthetic fragrances.

She added, “And a lot of my audience, they’re really young, and I just don’t want anyone putting stuff on their face that’s going to hurt them down the line.”

“Makeup is an art and art is about happy accidents, not any one ideal of perfection,” said Halsey. “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 next about-face drop will be Anti-Valentine’s Day, a limited-edition matte lip range launching in early February 2021.

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