2020 was a banner year for celebrity beauty brands, with stars like Selena Gomez, Jennifer Lopez, and Alicia Keys all entering the beauty space. And now, there's another new face joining the club. Halsey just announced the launch of her very own makeup brand called About-Face on Jan. 4, 2021.
Rumors of a Halsey beauty brand started flying at the start of the new year when the singer tagged @aboutfacebeauty in her recent Instagram posts without any further explanation. After that, eagle-eyed fans started sussing out the details of the new, launch but Halsey had stayed silent until now. "Makeup is an art and art is about happy accidents, not any one ideal perfection," Halsey said in a press release. "I always feel the most free when I am creating looks without following any rules. The beauty industry has norms, but I want to encourage people to challenge those standards and allow things to be imperfect and fun."
Although the presale starts today, the brand's official launch date is set for Jan. 25, 2021. The full-fledged beauty company contains lipsticks, complexion products, eye makeup, and even beauty tools priced between $17 to $32. The products are packaged in sleek, neon and iridescent tubes, bottles, and sticks. According to the new brand's Instagram bio, the multimedia artist went with the name About-Face because it means "to suddenly and completely change one's direction."
Halsey has always been one to experiment with beauty through her hair and makeup, so the decision to step into the beauty industry shouldn't come as a surprise. Over the years she's tried everything — from graphic eyeliner looks on the red carpet to shaving her head on TikTok — and her new makeup brand encourages that same level of creativity and boundary breaking that we've grown to expect from her. Now, if you'll excuse us, we'll be preordering everything.