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“Makeup junkie” Halsey Launches Own Beauty Line

Most people, including her fans, aren’t aware that hit singer/songwriter Halsey is a self-taught makeup artist, so it makes sense she’s launching her own beauty line on Jan. 25 under the brand name about-face.

“Makeup is an art and art is about happy accidents, not any one ideal of perfection,” said Halsey, Founder and Chief Creative Officer of about-face. “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.”

Halsey says she’s always taken control of her own look on stage and for music videos. Over the years she’s become a self-described “makeup junkie,” and has an encyclopedic knowledge of brands, application methods, and products. For years, Halsey has blended or color corrected other products to get the perfect look … but now, she’s creating her own line of beauty products based on her own unique aesthetic sense.

The launch consists of 10 product categories (inclusive of beauty tools and limited edition cosmetic bags) across a total of 40 skus. All about-face products are formulated to be vegan, clean, and cruelty free.

about-face will be sold direct-to-consumer in the US, Canada, UK and Europe on www.aboutface.com, as well as via an exclusive year-long partnership with Ipsy, featured in the newly launched and limited edition Glam Bag X on www.ipsy.com. 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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