Pure Beauty

Halsey’s about-face moves into bricks-and-mortar with Ulta Beauty deal

By Julia Wray | Published: 14-Jun-2022

The singer’s colour cosmetics brand launched in 2021 as a DTC shopping experience

about-face, the DTC colour cosmetics brand of musician Halsey, has announced its first bricks-and-mortar retail partnership with US chain Ulta Beauty.

A range of about-face skus will be available via ulta.com from today.

Meanwhile, its top-sellers will launch in select stores this summer as part of Sparked at Ulta Beauty, the retailer’s curation of emerging and up-and-coming beauty brands entering retail for the first time.

Halsey (real name Ashley Frangipane) unveiled about-face in January 2021 with a focus on high-performing formulas in vibrant hues.

“This is a proud ‘pinch-me’ moment on an already amazing journey for about-face,” said the 'Without Me' singer.

“I have shopped the Ulta Beauty aisles for years and I can’t wait to see about-face on the shelves.

“For me, the opportunity to partner with Ulta Beauty is a no-brainer, and I’m so excited to see our kickass, high-performing formulas in-store and online, bringing our products to more faces.”

Ulta Beauty will sell hero products from the range, including bestselling shades of its Matte Fluid Eye Paints, Shadow Fix Eye Primer, Shadowsticks and Matte Fix Lip Pencils.

“We are thrilled to welcome about-face to the Ulta Beauty family,” said Maria Salcedo, Senior Vice President of Merchandising at Ulta Beauty.

“Halsey’s creative vision for cosmetics is demonstrated throughout every part of the collection, from beautifully pigmented shades to thoughtfully designed packaging.

“We can’t wait for beauty lovers to discover about-face exclusively at Ulta Beauty and join us in celebrating the brand’s passion, authenticity, individuality and self-expression.”

Ulta Beauty operates more than 1,300 stores across the US.


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