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2020 has been a banner year for famous beauty brandswith stars like Selena Gomez, Jennifer Lopezand Alicia’s Keys all entering the beauty area. And now there’s another new face joining the club. Halsey just announced the launch of her own makeup brand called half face on January 4, 2021.
Halsey beauty brand rumors started flying early in the new year when the singer tagged @aboutfacebeauty in his recent Instagram posts without further explanation. After that, eagle-eyed fans started discussing the details of the new launch, but Halsey had remained silent until now. “Makeup is art, and art is about happy accidents, not ideal perfection,” Halsey said in a press release. “I always feel more free when I create looks without following any rules. The beauty industry has standards, but I want to encourage people to challenge those standards and allow things to be imperfect and fun.”
Although the pre-sale starts today, the brand’s official launch date is set for January 25, 2021. The fully-fledged beauty company contains lipsticks, foundation products, eye makeup and even beauty tools that range in price from $17 to $32. The products are packaged in sleek, neon and iridescent tubes, bottles and sticks. According to the new brand’s Instagram biography, the multimedia artist opted for the name About-Face because it means “suddenly and completely changing direction.”
Halsey has always been one to experience beauty through her hair and makeup, so the decision to enter the beauty industry shouldn’t come as a surprise. Over the years, she’s tried everything – from graphic eyeliner looks on the red carpet to shave your head on TikTok — and her new make-up line encourages the same level of creativity and boundary-breaking we’ve come to expect from her. Now, if you’ll excuse us, we’re going to pre-order everything.
