about-face is a multi-dimensional and cleanly formulated makeup brand for everyone, everywhere created by Ashley Frangipane aka Halsey, which launched in 2021.
about-face is all for transparency. What you see is what you get. We challenge the norm in everything we do — from our products to our campaigns. Our cutting-edge formulas are cleanly-formulatedm, a.k.a mindfully made without potentially harmful ingredients, like phthalates, PFAs, parabens, BHA, BPA, retinyl palmitate, mercury or mercury-containing ingredients, resorcinol, urea, and formaldehyde. Click herelink. – aboutface.com
Speaking to NYLON, Halsey said “About-Face is based on being creative as opposed to correcting your face.” She hopes to steer her fans from today’s unrealistic beauty standards by encouraging them to embrace their own features. “I wanted to give that same power to the fans that I had found in accepting that this is what my face looks like, and I need to love what my face looks like.” Her brand is “meant to be a gateway brand to take you from novice to expert by giving you a lot of tools to play with… letting mistakes turn into really creative moments.”
Halsey launched her second beauty brand af94 in July 2022. Labelled as the “cute bratty younger sister” to about-face, af94 is aimed at a younger audience, Gen Z consumers specifically, and is curated with beginners in mind. The entire 12-product collection is highly accessible with everything costing under $10, though it remains as cleanly formulated and as high quality as about-face.
“Just be yourself.” It sounds simple, but we know it’s not. Figuring out who you are takes guts, so we’re here to help shake things up. With all-day colour built for self-expression, af94 was made to inspired an inner boldness in all of you. Packed with powerful pigments + skincare ingredients, this collection allows you to play, while ur skin can chill. But “rules”? We’re not about those, so we leave the creative freedom up to you. So, come as ur messy, authentic, beautiful self (or whatever vibe ur feeling today) because skin is skin + makeup is for everyone. Let’s show the world what u got. – af94.com
