LOS ANGELES, Jan. . 4, 2021 / PRNewswire / – about-face was created by multimedia, award-winning artist and best-selling author Halsey, and is a multi-dimensional color beauty brand built on innovation, self-expression, and high performance, with a top priority for the customer experience. Set that direct-to-consumer should be started via www. aboutface. com on 25. January 2021 about-face celebrates the many facets and forms of expression that live in every person. about-face provides the tools to create looks that highlight authenticity and uniqueness in any form, realizing that there is no single version of us. The highly pigmented longwear formulas offer a strong value proposition and meet bold individualism, highlight all faces and empower everyone to share their voice and vision through makeup. Inspired by music, fashion and art, About-Face honors inclusivity, acceptance, experimentation and the democratization of beauty for our diverse identities.
Halsey, a self-taught makeup artist, has always adopted what makes her most beautiful and has created and used her own looks for performances, editorials and music videos. A true makeup junkie, she has an encyclopedic knowledge of brands, application methods, and premium products, from drugstore heroes to luxury leaders. She perfected her craft, often mixing, drinking, and correcting colors to achieve vibrancy, pigment intensity, and shine. From this extensive baseline of beauty knowledge, she created a brand based on performance-driven formulations that deliver the finish and quality of products that work hard beyond the hype.
« Make-up is an art and art is about happy accidents, not an ideal of perfection, » said Halsey, founder and chief creative officer of about-face. « I always feel free when I create looks without following any rules. The beauty industry has norms, but I want to encourage people to question those standards and allow things to be imperfect and fun. «
The About Face Launch Collection embodies Halsey’s personal style and love of multifaceted beauty, initially with three different franchises – Light Lock, Matte and Shadowstick. Light Lock, their characteristic highlighter range with a stratospheric shine, includes stick, powder, fluid and lip gloss. The matte range of velvety smooth, chalk-free, high-intensity colors consists of Paint-It Matte Lip Colors, Matte Fix Lip Pencils and Matte Fluid Eye Paint as well as a set and Prime Spray with application sponge for the face. Shadowsticks are precise, cream colored, multitasking eyeshadow pencils with soft pearlescent pastel shades and a high intensity matte velvet in white, teal and black for a range of looks for liners and lids. The launch consists of 10 product categories (including limited edition beauty tools and cosmetic bags) with a total of 40 Skus. All products for the face are vegan, clean, and cruelty free. Prices range from $ 17. 00 to $ 32. 00.
about-face is sold direct to consumers at www in the US, Canada, the UK and Europe. aboutface. com as well as an exclusive one-year partnership with Ipsy, which is presented in the newly launched and limited Glam Bag X on www. ipsy. com. The next drop on the lips will be Anti-Valentine’s Day, a limited matte lip line that will hit the market in early February 2021.
About the face: Make-u (p) without rules. Created for the many versions of you, About-Face is multi-dimensional make-up for everyone, created everywhere by Halsey and built on the truth that nobody is just a thing and people are strange, complex and imperfectly beautiful beings. Everyone has their own chaotic, crazy, and personal method of becoming their greatest version of themselves. That’s why we make products that are hardworking beyond the hype and designed to celebrate the journey to become every version of us – the ones we end up being, and all of the experimental versions along the way.
About Halsey: Multi-platinum singer / songwriter Halsey, nominated for the GRAMMY® Award, performed her first studio album Badlands in 2015, which was awarded RIAA-certified 2x platinum. Their second release, Hopeless Fountain Kingdom, debuted first on the Billboard Top 200 list. Since then, Halsey has continued her success with her 7x platinum « Without Me, » making Halsey the first and only artist to have at least three songs on the Billboard Hot 100 for 50 weeks at a time. Halsey continues to set creative boundaries and expand her influence and impact beyond music. In 2019, she received the Hal David Starlight Award, presented by the Songwriters Hall of Fame, to honor her songwriting. In 2020, Halsey released her latest album, Manic, to rave reviews. The album has already achieved RIAA Platinum status, as has the single « Graveyard » from the album. Most recently it was announced that she would appear alongside Sydney Sweeney as executive producer and star on « The Players Table ». In November 2020 she made her debut with her first book of original poems, « I would leave me if I could, » which made her a NY Times bestselling author.
World news – USA – HALSEY wants to start Make-u (p) without rules
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