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Last Updated on February 8, 2021
We may be staying home, but the need for a full face of makeup isn’t going anywhere. In the midst of the Zoom era, singer-songwriter Halsey has just launched her own vegan cosmetics line — and it’s anything but boring.Most aestheticians recommend getting a professional facial once a month, which is great advice for those who love a more natural look. Halsey, who has served as her own makeup artist for years, isn’t one to shy away from bold makeup. Makeup artistry was a craft she’s been honing for years, alongside making Billboard hits.
As the 26-year-old expectant mom explained in a recent YouTube video with fellow makeup artist Manny Gutierrez (who’s known in the industry as simply Manny MUA), Halsey said: “This has been like a serious passion of mine for a long time and there also kind of came a point where I … had to recognize that I do professional makeup. I’ve done all of my album covers, all of my like magazine covers, red carpets, music videos, live performances — it’s those kinds of things. It’s my second job.”
This love of all things cosmetic prompted Halsey to develop and launch About-Face, a brand that’s all about self-expression. While 31% of consumers say trustworthiness is the most important brand attribute, celebrity allure certainly doesn’t hurt. The line launched at the end of January with three different collections that include Light Lock (featuring lip gloss and highlighters), Matte (featuring matte lip products and pigmented eye shadows), and Shadowstick (featuring cream eye shadow sticks). With plans for 40 different products and prices ranging from $17 to $32, you’d think the selection and affordability would be enough. But it gets better when you learn that the products are made from vegan ingredients and aren’t tested on animals.
The products are now available direct to consumers through the About-Face website, but that’s not the only way you can get your hands on this makeup. Despite the fact that around70% of all business partnerships fail, Halsey is teaming up with beauty subscription brand Ipsy for a year-long collaboration. About-Face is also set to launch an anti-Valentine’s Day collection in early February.
While the singer’s makeup products aren’t necessarily understated, it’s likely that they’re are a lot more versatile than some might assume. And with so much to love about the line, it’s no wonder that self-described “beauty junkies” like Halsey can’t wait to try out the products for themselves.