2020 was a banner year for celebrity beauty brands, with stars like Selena Gomez, Jennifer Lopez, and Alicia Keys all entering the beauty space. And now, there’s another new face joining the club. Halsey just announced the launch of her very own makeup brand called About-Face on Jan. 4, 2021.
Rumors of a Halsey beauty brand started flying at the start of the new year when the singer tagged @aboutfacebeauty in her recent Instagram posts without any further explanation. After that, eagle-eyed fans started sussing out the details of the new, launch but Halsey had stayed silent until now. “Makeup is an art and art is about happy accidents, not any one ideal perfection,” Halsey said in a press release. “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.”