Pure Beauty

AF94: Halsey launches a second make-up brand

By Sarah Parsons | 19-Jul-2022

The pop star's Walmart-created beauty brand follows her first line About Face

Halsey has expanded her beauty empire by launching a second make-up brand.

AF94 was developed in partnership with Walmart to target Gen Z consumers via a low-price strategy.

The 67-piece line is inspired by 1990’s fashion and includes eyeshadow crayons, matte lipsticks, multipurpose cheek/lip tints and body stickers.

Available in 2,900 Walmart doors across the US and online, all of AF94’s products are US$10 and under.

The pop star, born Ashley Frangipane, first entered the beauty industry in January 2021 with her unisex colour cosmetics brand About Face.

She has previously appeared in campaigns for MAC Cosmetics and YSL Beauté.

"After listening to feedback received from fans and friends, I wanted to create another self-expressive line that was lower-priced with a wide reach," said the 27-year-old.

AF94 is tapping into the 'dopamine beauty' trend which celebrates bright colours applied in novel ways.

The Walmart-created brand describes its USP as 'made-to-play' make-up.

"Our assortment reflects shoppers' evolving interests and we are proud to collaborate with Halsey, someone who has built a platform on inclusivity, to develop a brand that will resonate strongly with our customers," added Creighton Kiper, Merchandising VP for Beauty of Walmart US.

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