About-face, the multidimensional color cosmetics brand founded by Ashley Frangipane, aka Halsey, has landed its first exclusive retail partnership.
Ulta Beauty will carry a wide range of the brand’s highly pigmented vegan products, and its top sellers will launch in select stores this summer as part of the beauty retailer’s Sparked at Ulta Beauty assortment, which features emerging and up-and-coming brands that are entering retail for the first time.
“This is a proud ‘pinch-me’ moment on an already amazing journey for about-face,” said Halsey, founder and chief creative officer. “I have shopped the Ulta Beauty aisles for years and I can’t wait to see about-face on the shelves. “For me, the opportunity to partner with Ulta Beauty is a no-brainer, and I’m so excited to see our kickass, high-performing formulas in-store and online, bringing our products to more faces.”
Originally launched as an exclusive direct-to-consumer shopping experience, the company said about-face’s products are known for having high-performing formulas that deliver on vibrant hues with custom, color-matched packaging.
“We are thrilled to welcome about-face to the Ulta Beauty family,” said Maria Salcedo, senior vice president of merchandising at Ulta Beauty. “Halsey’s creative vision for cosmetics is demonstrated throughout every part of the collection, from beautifully pigmented shades to thoughtfully designed packaging. We can’t wait for beauty lovers to discover about-face exclusively at Ulta Beauty and join us in celebrating the brand’s passion, authenticity, individuality and self-expression.”
Ulta Beauty shoppers will find a wide range of the line’s hero products available across various collections, including Matte Fluid Eye Paints, Shadow Fix Eye Primer, Shadowsticks and Matte Fix Lip Pencils. Other collections including Paint-It Matte Lip Color and Fractal Glitter Eye Paint will be available on the beauty retailer’s website.
In addition, about-face will continue to launch a range of products at Ulta Beauty through the remainder of 2022.
“What started as a passion of mine has now turned into a brand being sold at Ulta Beauty, so all of this still feels surreal,” Halsey said. “In starting about-face, I always wanted to create products that people could use as a form of expression, without any rules tied to what beauty ‘should be.’ I feel incredibly proud to stand back and see what this brand has already become thus far, and excited for where it is headed.”