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Two-time Grammy Award nominee Halsey has just launched her first ever beauty brand, a makeup company called about-face.
According to a press release, about-face, "is a multidimensional color beauty brand rooted in innovation, self-expression, and high-performance with customer experience as its highest priority." It provides the "tools to create looks that highlight authenticity and uniqueness in every form, recognizing that there is not one version of us."
The collection is being released with three franchises: Light Lock, Matte, and Shadowstick.
Light Lock is Halsey's signature face highlighter range "with stratospheric shine" that includes stick, powder, fluid, and lip gloss. The Matte line includes Paint-It Matte lip colors and pencils, Matte Fluid eye paint, and a set and prime spray. Shadowstick is a collection of cream eyeshadow crayons that range in shades from "soft pearly pastels," to "high intensity matte velvet" in teal, black, and white.
Halsey announced the makeup line on Instagram, writing that "about-face was a baby of my own conception. And it's special to me cause I'm not just the face of some company, I'm the Creator, the Head Makeup Artist, and I hand selected every detail along the way."
In the press release, she said that "makeup is an art and art is about happy accidents, not any one ideal of perfection." She continues, "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."
All about-face products are vegan, clean, and cruelty free and range in price from $17 to $32.
The line is currently available to preorder online, with orders shipping on January 25. In early February, about-face will launch its second line, Anti-Valentines Day, a limited edition matte lip range. Sign us up!
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