American beauty brand known for its bold, high-performance vegan cosmetics and rule-breaking approach to self-expression.
ORIGIN
United States
PRICE TIER
mid
Founded in 2021 in Los Angeles by singer and self-taught makeup artist Halsey, about-face was created to disrupt traditional beauty standards with a focus on radical self-expression. Rooted in the founder's stage experience and artistic background, the brand delivers high-performance, vegan, and cleanly formulated color cosmetics designed to endure heat, sweat, and long wear. The product lineup is celebrated for its bold, richly pigmented formulas, most notably its signature matte fluid eye paints, versatile lip colors, and complexion products that cater to a diverse range of skin tones and undertones.