“I have always stood firm in the belief that makeup is about feeling cool — not looking perfect. Plus, it’s vegan and cruelty free.”

Today, American singer, songwriter, and bestselling author Halsey announced the launch of her new vegan and cruelty-free makeup brand, About-Face.

According to the brand, the collection is inspired by music, fashion and art and honours “inclusivity, acceptance, experimentation and the democratization of beauty for our multiple identities.”

About Face products officially drop on 25^th January. The collection features over 40 cosmetic products in three distinct franchises – Light Lock, Matte, and Shadowstick.

Worked tirelessly

The products reflect Halsey’s experience with makeup, acting as her own makeup artist for performances, photoshoots and music videos, as well as her personal style.

“Many of you know I have done my own makeup for concerts, red carpets, magazine covers and music videos alike for a long time,” Halsey revealed in an Instagram post announcing the launch of About-Face.

. “It is one of my greatest loves, but I have always stood firm in the belief that makeup is about feeling cool — not looking perfect. I worked tirelessly on this for years with an incredible team and I hope you feel my DNA all over it.

“PLUS it’s vegan and cruelty free.”

About Face products

The launch consists of 10 product categories (inclusive of beauty tools and limited edition cosmetic bags).

The Light Lock franchise will feature the brand’s signature highlighting range and include liquid, powder and stick highlighters and a lip gloss. 

The Matte collection includes smooth, highly pigmented products such as liquid lipstick, lip pencils, and eyeliner as well as a Set and Prime Spray with application sponge for face.

The Shadowsticks are precise, multi-tasking cream eyeshadow crayons that feature soft pearly pastels, as well as a high intensity matte velvet in white, teal blue and black for a range of looks for liner and lids.

All products are priced between $14 to $32 and are available for pre-sale at the About-Face website as of today.

‘Greatest version of themselves’

According to the brand this multidimensional makeup is for everyone, everywhere and is built on the truth that “humans are weird, complex and imperfectly beautiful beings.”

“Everyone has their own messy, mad, and personal method to becoming their greatest version of themselves,” the brand said in a press release.

“So we make products that are hardworking over hype, designed to celebrate the journey to become every version of us – the ones we end up being, and all of the experimental versions along the way.”

• Read: Monique Lhuillier bans fur to prove ‘future of fashion is vegan’

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