Numerous celebrities have launched their own beauty lines in recent years, but some stand out more than others. After attending a recent WWD Beauty Event in LA and hearing Halsey and About-Face's Co-founder, Jeanne Chavez (the woman behind Hard Candy Makeup), speak, I became a fan.
It's evident that Halsey didn't just slap her name on this line; she formulated the products for long-lasting stage appearances and is heavily involved in the product development process. Halsey shared that "about-face is makeup for the creative, the person who loves art, community, music, + expression," presenting something unique in today's landscape where many beauty brands are similar.
Mirroring Halsey's personality, About-Face's products are playful, fun, and easy to use. From glitter to bright shades, these products were designed to swipe on (in '90s style imperfection) and wear to your favorite concert.
In late April, Halsey announced About-Face's newest launch, the Energy Angel collection, coinciding with the release of her song bearing the same name. Just in time for festival season, the line includes:
- Multi-dimensional, color-shifting Glitter Eye Paints (available in 17 shades; retailing for $16)
- Four shades of a liquid highlighter (retailing for $20)
- Six false eyelashes (retailing for $12 a pack)
The eye paints are the clear hero products in the lineup, and About-Face's Beauty Team seems to agree, as they've been promoting this product the most on social media. Available on aboutface.com and Ulta Beauty, the holographic eye paints feature:
- High-impact kaleidoscopic formula
- Lightweight feel and glides onto skin
- Water-based gel formula
- Ultra-lightweight feel and budge-free wear
I tested the brown shade Glitch at the event and was super impressed! Even if you aren't into music festival culture, you'll still love this line's high-performing, long-lasting, and affordable formulas. While the line does have some bold colors, there are neutrals available, too.
To go to market, About-Face Beauty's social media highlighted fun, creative eye looks, and people taking their products to Coachella.
Despite being a celebrity brand at Ulta, this line is still relatively new and has less brand awareness than competitors. I'm excited to see its growth over the next few years.
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