Halsey has announced she’s coming out with her first-ever makeup line – About Face Beauty.

 

 

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In an Instagram post to promote the new makeup brand, Halsey explains, “’About-Face’ is officially available for preorder now! many of you may already know that I have done my own makeup for concerts, red carpets, magazine covers, and music videos alike for a long time. it is one of my greatest loves, but I have always stood firm in the belief that makeup is about feeling cool—not looking perfect. I have worked tirelessly on this for years with an incredible team and I hope you feel my DNA all over it. PLUS it’s vegan and cruelty free.  Have fun.”

 

 

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In a recent tweet, Halsey writes, “I’ve been doing makeup for myself for most of my career (even as far as SFX!) I am a student and a lover and every detail of this from shade names, to product ingredients, to packaging was me.  I am so happy I could faint.  Thanks for being so excited with me!!!”

 

 

 

The new beauty collection has a “very ’90s-heavy, very Myspace scene queen, very emo revival,” according to Halsey, and its tagline – “Make-u(p) without rules.”  In a statement, Halsey shares, “Makeup is an art and art is about happy accidents, not any one ideal of perfection,” Halsey said in a statement. “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.”

 

 

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The collection, which is vegan and cruelty-free, will include powders, shimmer sticks, lip glosses, light lock, ultra shiny face highlights, eye paints, fix sprays, lip pencils, shadow sticks, creamy vibrant eyeshadow crayons, and lipsticks.  Products are set to range from $17 to $32.

 

 

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Talking to Byrdie Halsey revealed the importance of product ingredients, “I have an autoimmune illness, so I’m very sensitive to what goes on my face, and a lot of my audience, they’re really young, and I just don’t want anyone putting stuff on their face that’s going to hurt them down the line.”

 

 

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The makeup line will launch on AboutFace.com in Canada, the U.S., U.K., and Europe on Jan. 25.  Fun fact about ‘About-face,’ it represents the initials of Halsey’s real name, Ashley Frangipane.

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