Halsey’s about-face beauty brand is promising to make customer experience its “highest priority.” Core elements of Halsey’s about-face brand are: innovation, self-expression, and high performance.
Inspiration
Not surprising that a brand from a best selling author and award winning multimedia artist would be inspired by music, fashion and art. The brand, set to launch January 25, 2021 via aboutface.com, embodies Halsey’s personal style and love of diverse beauty.
“Hard Working Over Hype”
The about-face website promises to “hand over the reins, giving everyone the power to represent themselves and celebrates one another — because who knows what will happen when you lean into every dimension of you?”
“Makeup is an art and art is about happy accidents, not any one ideal of perfection. 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.”
Halsey, Founder and Chief Creative Officer of about-face
Halsey says she has been building the about-face beauty brand for 2 or 3 years.
