Halsey has launched her new about-face beauty concealer, The Illusionist, which is available in 32 shades and five undertones. It is available now at aboutface.com and is priced at $22. The formula, which was designed to pair with the about-face beauty Performer Foundation, is infused with blue agave, wild cranberry peptides and chlorella for plumping and hydrating purposes. Halsey spoke to WWD about the launch, which you can read here or below.
Concealer, Halsey told WWD, has been top of mind for the brand ever since the launch of its Performer Foundation — a cruelty-free, “skin-optimizing” formula made with blue agave, chlorella and wintergreen — went mega viral in 2024.
“Our community has been asking for a concealer, and after three years of relentlessly testing and perfecting the formula, I’m so excited The Illusionist Concealer is finally here,” she said, adding that this product is the “perfect match” for the cult-favorite foundation. “About-Face is all about high-performance makeup and we will always strive for and continue to develop products that deliver and encourage everyone to express themselves through makeup.”
The concealer, like the foundation, is packaged in a sleek, futuristic bottle with a metal cube top. The wide paddle applicator was especially designed to help move and blend the formula in the skin for a non-cakey, non-comedogenic finish that promises to last up to 16 hours. According to About-Face, 96 percent of participants in its product study reported noticing an “instant reduction in appearance of dark circles.”
About-Face has always let its consumers take the wheel when it comes to new product innovation and major retail moves. A year after its inaugural debut, the brand made its brick-and-mortar foray, entering 550 Ulta Beauty doors with its Matte Fluid Eye Paint via the Sparked program, a platform championing the next generation of beauty change-makers. Entrusting Ulta with its first retail endeavour was a “no-brainer,” Halsey told WWD at the time, especially when the purpose was to make the brand more accessible to its shoppers. More than that, Halsey understood that many consumers, like herself, view Ulta as a safe space, a place to explore on their own terms.
“Makeup is part of my job, not just as the founder of a company, but as a musician who does their own makeup. When I need to step out, I’ll replenish my [makeup] kit… they’re in suburban neighborhoods, and when I go I don’t really have to be Halsey, I can just be Ash, shopping for makeup,” she said.
As for why she decided to introduce her own brand within the already competitive — albeit oversaturated — market of celebrity beauty, she noted: “I have a very specific vision, and there’s a very specific way I want people to feel when they interact with the things I’m making.”
