IMPERFECTLY PERFECT: ABOUT-FACE
DENIZ AKKAYA
Halsey announced the launch of her new makeup brand About-Face. The brand is exactly what we expect from the singer: bold, versatile, and encourages anyone who uses it to play with colors and explore their creativity!
The past year has been filled with celebrity beauty launches. Selena Gomez, Patrick Starr, Lauren Conrad have launched their own cosmetics brands, hoping for the success of Fenty Beauty. Halsey has now entered the chat!
The Vegan and cruel-free brand’s first collection includes a total of ten items including lipsticks, eye paints, a setting spray, a make-up sponge and two prismatic make-up bags. According to the brand’s Instagram account, Halsey chose the name “About-Face” because it means “suddenly and completely changing one’s direction.” The brand, whose initials are AF, could also be a reference to the singer’s real name, Ashley Frangipane.
Halsey on About-Face:
“it’s inspired by the artist in all of us and the communities that celebrate diversity because everyone has their own crazy, complex method of becoming their best self. I feel the most free, when I do my makeup without rules. The beauty industry has norms, but I want to encourage people to challenge those standards and allow everything to be flawed and fun.”
The brand’s product range is also quite wide: from liquid matte lipsticks to highlighters, this brand seems to meet all our makeup needs! But the most exciting of the products seem to be eye products. We had a hard time getting our eyes off the matte liquid eye pigments found in many colors from midnight blue to lilac… In addition, the campaign visuals of the brand go beyond the “perfect” skins and flawless make-up that we are used to seeing from make-up brands. About-Face finds the beauty in the flaws of perfection.
In a video she posted to announce the exciting news on Instagram, Halsey described her longing for consumers to stop being “Instagram perfect” and instead prioritize fun and creativity in their makeup. Halsey said, ” About-Face is inspired by the artist within all of us and the communities that celebrate diversity because everyone has their own crazy, complex method of becoming their best self.”
Fortunately, we won’t be waiting too long for About-Face, the collection launches on January 25, 2021.
