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about-face

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description about-face Overview

About-Face is a makeup brand founded by musician Halsey and launched in January 2021. The brand specializes in bold, high-pigment color cosmetics, including matte lipsticks, eyeshadows, and highlighters. Products are designed for self-expression and are cruelty-free and vegan-friendly.

help about-face FAQ

When did Halsey's about-face makeup brand launch?

about-face launched in January 2021 and was created by musician Ashley Frangipane, known professionally as Halsey. Its first collection centered on high-pigment color products rather than a traditional neutral complexion range.

What are the signature about-face products?

The launch included Matte Fluid Eye Paint, Shadowsticks, Light Lock highlighters and Paint-It Matte lip color. Matte Fluid Eye Paint was listed at $24 at launch, while the formula was marketed as vegan and cruelty-free.

Is about-face vegan and cruelty-free, and where is it sold?

about-face describes its formulas as vegan and cruelty-free, and the brand's official site directs shoppers to Ulta. The Ulta partnership was announced in 2022, after the January 2021 launch.

What kind of makeup look is about-face designed for?

The range is built around saturated pigments, graphic eye color and bold lip or highlighter shades, so it is closer to expressive color makeup than minimalist makeup. Products such as Matte Fluid Eye Paint and Light Lock highlighter show that focus.

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