About-Face

About-Face Logo

**About-Face** (stylized in all lowercase) is a cosmetics brand launched on January 4, 2021 by Halsey. The brand strives to create "multi-dimensional make-up for everyone" and is inspired by and for the "diverse and artistic community". In addition to being the creator of the brand, Halsey also serves as the company's head make-up artist.

## Background

Halsey first started teasing the brand on September 15, 2020 when she created an Instagram account called "a\_b\_o\_ut\_\_\_\_\_\_\_" (now named "aboutfacebeauty"). Halsey has since posted several make-up related photos and some that fit the brand's aesthetic. Starting December 3, 2020 fans were able to sign up for a mailing list that would eventually lead to early access of the products. On December 28, 2020 the name of the then-unknown project was revealed to be "About Face".

"*We are about-face. Multi-dimensional makeup for everyone, everywhere created by Ashley Frangipane a.k.a. Halsey. Inspired by and for our diverse and artistic community, we create makeup made with integrity and intention, for all stages of life.

We are built on the truth that no one is just one thing -- humans are weird, complex, and entirely beautiful because of it. Everyone has their own messy, mad, and personal method to becoming our greater selves.

So, we make products that are hard working over hype, designed to celebrate every version of us. The ones we end up being, and all of the experimental versions along the way. We hand over the reins, giving everyone the power to represent themselves and celebrate one another -- because who knows what will happen when you lean into every dimension of you?

Make u(p) without rules.
Made for the many of you.*"
—The official website's "About" page

### Name

The cosmetic brand's name is a "triple entender" and basically means to go in the opposite direction. Additionally, it also stands for Halsey's initials (Ashley Frangipane) and when shortened it can be interpreted as the phrase "as fuck".

## History

### Launch

About-Face's first products went on sale for early access on December 31, 2020 and were officially unveiled on January 4, 2021. The first make-up sale included blending tools, cosmetic bags, light lock highlight fluids, light lock sticks, light lock powders, lip color, lip pencils, eye paint, lip gloss, fix spray and shadowsticks. Currently and due to the COVID-19 pandemic, About-Face products are only available to be purchased online via the brand's official website.

For Valentine's Day 2021 they released an "Anti-Vday" collection that launched on February 8, 2021.

## References

1. ↑ 1.0 1.1 *Twitter* - @HalseyUpdates - "ABOUT FACE. http://aboutface.com Use password: ABOUTSNEAKPEEK for access!
2. ↑ 2.0 2.1 2.2 2.3 *Twitter* - @halsey - "I’m the Creator, the Head Makeup Artist and I hand selected every detail along the way.
3. ↑ *about-face* - About
4. ↑ *Instagram* - @aboutfacebeauty - "a\_b\_o\_ut\_\_\_\_\_\_\_rebellion"
5. ↑ *Twitter* - @HalseyUpdates - "Once you sign up, you'll receive this email! Sign up here: https://a-b-o-ut.com/password"
6. ↑ *Instagram* - @aboutfacebeauty - "Unexpectedness"
7. ↑ *Byride* - "Exclusive: Halsey on About-Face, Her New '90s-Inspired, "Scene Queen" Makeup Line"
8. ↑ *About-Face* - "Shop All" [Retrieved: January 8, 2021 - 12:34 PM CET
9. ↑ *Twitter* - @halsey - "Anti-Vday collection available now"