Halsey Is the Latest Celeb to Launch a Beauty Brand

It looks like 2021 is already off to an exciting start with a new beauty brand called About-Face, brought to you by singer Halsey. With this launch, the New Jersey–raised artist has found a new way to share her love of makeup with fans and beauty enthusiasts. To kick off the new year, she and her team are unveiling a range of cosmetics that add a sparkly glow to your complexion or bold pigment to your eyes, face, and lips.

Halsey revealed the news with a campaign video on Instagram, offering fans a glimpse at what’s to come. It starts with the singer walking onto the screen in a jet-black lob with bangs and bold, graphic liner. As the screen changes, you see other models posing in avant-garde makeup looks in gorgeous hues of yellow, pink, and deep cobalt blue. Halsey wants consumers to forget about being Instagram “flawless” and prioritize fun and creativity with their makeup instead. 

The brand is launching with 10 products including highlighters, lipsticks, eye shadows, and more packaged in gorgeous pink and chrome or bold, solid-colored tubes and compacts. Here’s a peek at what’s on tap. 

First up, there’s the liquid highlighter Light Lock Highlight Fluid, which helps create that glow from within. It’s a perfect way to add shimmer to your face, whether it’s a no-makeup makeup day or you’re fixing to do a full beat. The sparkly formula comes in rose gold, gold, and bronze.