Halsey set to drop about-face cosmetics brand

Another day, another celeb beauty brand announcement.

This time, musician Halsey is adding her name to the list of entertainers entering the beauty and personal care space.

The musician is launching her about-face multidimensional color beauty brand.

Rooted in innovation and self-expression, the brand looks to deliver products that are highly-pigmented and feature long wear formulas, the company said.

“Makeup is an art and art is about happy accidents, not any one ideal of perfection,” Halsey, founder and chief creative officer of about-face said. “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.”

Created to embrace Halsey’s personal style, the line will launch with three distinct franchises — light lock, matte and shadowstick.

Light lock will consist of a face highlighter range with a stratospheric shine, and also include a stick, powder, fluid and lip gloss.

On the other hand, the matte range will contain high-intensity colors that go on smooth, do not crease, and include a set and prime spray with application sponge, lip colors, lip pencils and eye paint.

Last, but certainly not least are the shadowsticks, which are multi-tasking eyeshadow crayons that come in pearly pastels and high intensity matte colors.

All about-face products are formulated to be vegan, clean and cruelty-free, will range in price from $17 to $32 and will be available beginning Jan. 25 at aboutface.com.