Celebrity singer songwriter Halsey has launched a cosmetic brand that will be sold exclusively at Ulta Beauty stores.
The brand, About Face is a multi-dimensional color cosmetics brand founded by Ashley Frangipane, professionally known as Halsey, today announced its first and exclusive retail partnership with Ulta Beauty, the nation’s largest beauty retailer. The cosmetics line I spart of is an award-winning and highly pigmented vegan product at Ulta.com that debuted in stores June 14th 2022.. The brand was originally launched in 2021.
“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.”
During the pandemic products were only available direct to consumer and now with an Ulta Beauty partnership, customers can purchase in stores and buy online. We are thrilled to welcome about-face to the Ulta Beauty family,” 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, “ said Maria Salcedo, Senior Vice President of Merchandising.