Music artist Halsey is set to launch her own direct-to-consumer vegan beauty brand, About-Face on January 25 2021.
Formulated to be vegan, clean, and cruelty free, the brand is marketed to be affordable with prices ranging between £10-£25. The launch consists of a total 10 product categories (inclusive of beauty tools and cosmetic bags) across a total of 40 SKU’s.
The About-Face launch collection sees the musicians personal style and love of diverse beauty, separated into three distinct categories – Light Lock, Matte, and Shadowstick.
The Light Lock category features a face reflective highlighter range, powder and lip gloss.
The Matte range features high-intensity colour products including lip paint, lip pencils and eye paint, as well as a set and prime spray.
Finally, the Shadowstick includes precise, multi-tasking high-intensity cream eyeshadow crayons in white, teal blue and black.
The range will be sold direct-to-consumer in the US, Canada, UK and Europe online, as well as via a year-long partnership with US subscription service Ipsy.
Commenting on the beauty brand launch, Halsey, Founder and Chief Creative Officer, said in a statement: “Makeup is an art and art is about happy accidents, not any one ideal of perfection. 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 product drop will be an Anti-Valentine’s Day collection, a limited-edition matte lip range launching in early February.