In the ever-evolving world of music and beauty, Grammy nominee Halsey has seamlessly transitioned from a chart-topping music sensation to a thriving makeup mogul. With her makeup brand about-face, she’s not just changing the game; she’s redefining it, all while staying true to her unique and constantly changing identity.
Instagram | Halsey, known for her chameleon-like transformations.
Halsey, known for her chameleon-like transformations, deliberately keeps fans on their toes. Shifting from the iconic “blue-haired singer” persona to a myriad of styles, she embraces change with open arms. In a recent interview at the 2023 Forbes Under 30 Summit, Halsey shared, “I feel like that’s arguably the most identifiable thing about me—that I’m always unidentifiable in some way, shape, or form.”
Central to Halsey’s metamorphosis is her mastery of makeup. The artist, who uses she/they pronouns, began doing her own makeup out of necessity. Fueled by a genuine passion, she embarked on a journey to create products that catered to her needs and couldn’t be found on the market. This passion caught the attention of beauty industry veterans Jeanne Chavez and Dineh Mohajer, founders of the renowned cosmetics brand Hard Candy. Together, they birthed about-face in January 2021.
The Makeup Revolution
About-face is more than a makeup brand; it’s a movement. Targeting Gen Z, the brand is committed to clean, vegan ingredients and affordability. Halsey’s makeup line has witnessed tremendous success, raking in an impressive $50 million in revenue in 2022. Noteworthy products like the “Matte Fluid Eye Paint” have become fan favorites, making about-face a standout in a crowded celebrity beauty space.
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Instagram | About-face is more than a makeup brand; it’s a movement.
Direct-to-Consumer Approach: About-face connects with its audience directly through its website and Ulta stores across America. This approach ensures accessibility and convenience for the brand’s diverse customer base.
A Personal Touch
Halsey’s hands-on involvement is a testament to the authenticity of about-face. As the chief creative officer, Halsey continues to do their own makeup and actively participates in creating new cosmetics. From selecting shades to naming them with creativity—think “Art Of Darkness” or “Sweet Disposition”—Halsey is the heartbeat of the brand.
Inclusive Marketing
Social media plays a pivotal role in about-face’s success. With a massive Instagram following of 31.9 million, Halsey uses her platform to champion inclusivity and clean beauty. The brand’s campaigns showcase a diverse range of genders and ethnicities, while its website provides detailed ingredient explanations.
The Future of About-face
Instagram | about-face is gearing up for international expansion.
With success on the home front, about-face is gearing up for international expansion. In 2024, the brand will make its debut in European brick-and-mortar stores, including renowned names like Selfridges and SpaceNK. Additionally, a new line of complexion products is on the horizon, promising even more diversity and innovation.
- Global Reach: About-face’s foray into European markets and collaborations with esteemed retailers marks the brand’s stride towards global recognition.
As Halsey’s fan base remains a significant part of about-face’s success, the brand’s growth signals a desire to be a standalone force in the beauty industry. “I find more and more that so many people love the products and they either don’t know that it’s my line or they don’t even know who the hell I am,” Halsey remarks. It’s a testament to the brand’s allure—products that speak for themselves, transcending the celebrity behind them.
In the symphony of Halsey’s life, music and makeup harmonize, creating a masterpiece that resonates with fans worldwide. About-face is not just a makeup brand; it’s a celebration of individuality, change, and the artistry that comes with being unapologetically you.
