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Halsey launches 2nd beauty brand af94 exclusively at Walmart

The af94’s starting lineup features 12 products across the eye, lip, cheek and body categories, as well as cosmetic accessories.
halsey af94

Ashley Frangipane, better known as Halsey, continues expanding her beauty empire by debuting a second beauty brand.

Launching exclusively at Walmart, af94 is a line of made-to-play makeup that showcases a full-color collection of products that are packed with innovation sparked by Halsey’s imagination across the eye, lip, cheek and body categories.

[Read More: Halsey’s about-face finds exclusive retail partnership with Ulta Beauty]

“After listening to feedback received from fans and friends, I wanted to create another self-expressive line that was lower priced with a wide reach,” said Halsey, “which is why we are so excited to be launching this new collection with Walmart. I hope wearing this makeup, however that looks for you, inspires you to break beauty rules and color outside of the lines.”

Also featuring such cosmetic accessories as custom-designed face and body stickers, the line consists of artist-formulated products that are vivid in color, strong in performance and priced for accessibility at $10 and under, the Los Angeles-based brand said.

“Walmart is committed to making beauty accessible for all of our customers, and we are thrilled to be adding af94 to our growing lineup of affordable, inclusive and quality beauty products,” said Creighton Kiper, merchandising vice president of beauty at Walmart U.S. “Our assortment reflects shoppers’ evolving interests and we are proud to collaborate with Halsey, someone who has built a platform on inclusivity to develop a brand that will resonate strongly with our customers.”

[Read More: About-face beauty’s Daytripper line features pigmented pastel shades]

The af94 name is an amalgamation of Halsey’s initials and birth year. Featuring product names and shade mixes of bright colors and moody neutrals, the line pays homage to the nostalgia of the ’90s, the company said.

“I’ll always remember being 15 years old and saving up to buy my first eyeliner. It was electric blue and a big purchase for me at the time, but the thrill of wearing such a bold color was worth every penny,” Halsey said. “I created af94 so that anyone and everyone can chase that rush of standing out with bold makeup, but at an affordable price.”

Af94’s starting lineup features 12 products that include Shadowboxer velvety eyeshadow crayons, Majorly Matte creamy matte lipsticks, Playdate multiuse cheek and lip tints, Friendly Rewinder biodegradable makeup remover wipes, and Joystickers face and body stickers among other products.

[Read More: Walmart, Space NK partner on curated beauty brand assortment]

The company said all af94 products are vegan, cruelty-free, cleanly formulated and specially formulated to complement all skin tones.

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