Since the start of 2021, Halsey decided it was her year. Kicking off the new year with two major and meaningful surprise announcements. The New Jersey-bred artist is full of surprises. In 2020, she launched a collection of her beautifully-written poetry pieces titled “I Would Leave Me If I Could.” In 2021, Halsey continues to surprise us, as she has just launched her makeup brand, called “About-Face ” – let us tell you, it’s not just about the face but everything. This brand is Halsey’s way of sharing with the world her love for makeup, art, and creativity. For Selena Gomez has Rare Beauty, Rihanna has Fenty Beauty, etc.
Halsey was clear that this is not just another celebrity milestone for her. So, she explained that her brand is less about extending her scope into another channel. And it is more about creating a real community around something she feels passionate about and giving a safe space to the outcasts, rebels, and more to be unapologetically themselves. “About-Face” is all about breaking the beauty rules set by anyone, including other makeup brands. It encourages people to be themselves, embraces who they are, steps out of their comfort zone, and try out new bold things, starting with outstanding makeup looks.
Halsey -A.K.A Ashley Nicolette Frangipane- is known for doing her makeup in many big events, like Album covers, award show appearances, on-tour performances, photoshoots, etc. Her love for art and makeup is indescribable; both are-known to be her ways of expression other than music. “I was an art student, so I paint, and I still paint. Makeup has always been something I’ve just been naturally drawn to because I’m very dextrous with a brush and I know a lot about color.” Halsey told Byrdie about her love for painting.
Instagram was the platform that Halsey announced launching “About-Face” on. With a daring campaign video; we were able to get a glimpse of the new makeup brand. Through this brand, Halsey wants its consumers to leave the “flawless” Instagram persona all behind and focus on creating rather fun, dashing and vivid makeup looks. “About-Face” launched with ten items in beautiful pink and chrome or bold, solid-colored tubes and compacts, including highlighters, lipsticks, liquid eye shadows, beauty tools, but no face products like foundation.
We’ll say that again but “About-Face” is all about self-expression, creativity, colorful bold makeup looks. As to what Halsey said confirming this fact, “It pays tribute to the style of makeup and the makeup influences that I’ve always loved: very ’90s-heavy, very Myspace scene queen, very emo revival.” To minimize the chances of discomfort, her makeup products leave out parabens, gluten, and synthetic fragrances, and are both vegan and cruelty-free. Once the products were launched, we couldn’t help but add everything to our carts. So, here’s a sneak peek at some of our favorite “About-Face” products:
Light Lock Highlight Fluid – Liquid Highlighter
This product simply gives you the natural glow, brings out the glow from within, the one you deserve. It’s your safest way to add shimmer to your face; cause its shiny formula comes in bronze, gold, and rose gold.
Paint-It Matte Lip Colors & Matte Fix Lip Pencil – Liquid Lipsticks
For Halsey, creating matte liquid lipstick was a priority, because she feels our struggle with matte lipstick on a real level; so, creating lipsticks that didn’t make our lips look dehydrated was her superhero-act for us. With just one swipe, the Matte Lip Colors give you dispersing high-impact pigment, featherlight lips, and non-drying makeup looks even after hours of its wear. She created six shades for us to bask in their glory, they are available in sangria-colored, plum, light peach, burgundy, brown, and tan shades.
Matte Fluid Eye Paints – Liquid Eyeshadows
This product was specifically inspired by the process of trial and error and experimentation the whole brand was inspired by the experiences Halsey has gone through. And that’s why our simple liquid eyeshadows, in our world, are called eye paints, in Halsey’s. Apart from being portable, swipe-able, easy to blend on your eyelids just like paint, they’re also literally flawless. The Matte Fluid Eye Paints are perfect for you whether you’re a pro but in a hurry or just starting makeup out; as you can’t mess up in both cases, according to what Halsey said, they’d look artistic either way. They are available in six pretty shades, as well — navy blue, emerald green, baby pink, white, brown, and tan.
Lastly, Shop “About-Face” & embrace who you are; as it’s brought to you by the amazing-mother-to-be and singer and it’s created out of a passion for the many of you. Here’s a heartfelt message from the unique brand creator, Halsey: “We are about-face. Multidimensional makeup for everyone, everywhere created by Ashley Frangipane a.k.a. Halsey. Inspired by and for our diverse and artistic community, we create makeup made with integrity and intention, for all stages of life.
We are built on the truth that no one is just one thing — humans are weird, complex, and entirely beautiful because of it. Everyone has their own messy, mad, and personal method to becoming our greater selves. So, we make products that are hard-working over hype, designed to celebrate every version of us. The ones we end up being, and all of the experimental versions along the way. We hand over the reins, giving everyone the power to represent themselves and celebrate one another — because who knows what will happen when you lean into every dimension of you?”
By: Nouran Hassan
