American singer and self-proclaimed make-up addict Halsey has become the latest celebrity to join the beauty arena with her debut brand.
Following in the footsteps of Selena Gomez, Rihanna, Kylie Jenner and Kim Kardashian West, her on-trend colour cosmetics brand, about-face, is inspired by music, fashion and art, and encourages consumers to be experimental with their make-up looks.
Launching direct-to-consumer on 25 January for customers in the UK, US and Canada, the range comprises three collections – a total of 40 skus – which have been developed with performance-driven formulas that are said to provide quality finishes and achieve intense levels of colour.
Designed to add shine to any look, the Light Lock range is the brand’s signature face highlighter and features a stick, powder, fluid and lip gloss.
The Matte range stars the brand’s Paint-It Matte Lip Coors, Matte Fix Lip Pencils and Matte Fluid Eye Paint, as well as a set and prime spray with application sponge.
Completing the collection is the Shadowstick range comprising a selection of multi-tasking cream eyeshadow crayons, featuring pastel colours and high intensity matte shades.
Meanwhile, the products’ packaging speaks to the Gen-Z beauty consumer, featuring pastel and translucent packaging adorned with neon colours.
“Make-up is an art and art is about happy accidents, not any one ideal of perfection,” said the Without Me singer.
“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.”
Born Ashley Nicolette Frangipane, Halsey’s make-up artistry prowess has driven her to create her own beauty looks for her music videos, performances and editorial appearances.
Outside of the music and beauty scenes, she has published her own book of poetry, I would Leave Me If I Could, which landed her a spot on the New York Times’ best-seller list.