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Walmart launches celebrity singer Halsey’s new, affordable makeup brand

Walmart, the nation’s largest big box retailer, has partnered with celebrity singer Halsey to launch their new makeup line and second brand called af94 on July 25, 2022. This new as well as affordable makeup line will be available exclusively at Walmart at rates that will not pinch your pocketbook. The line has many products that are priced under $10.

The celebrity singer is also the founder and owner of makeup brand About Face. Ashley Frangipane professionally known as Halsey released a statement about the new makeup line called af94. The celebrity, who models their own makeup on popular social media apps, said that the new line was created due to the feedback received from her fans. They asked for more affordable options of makeup.

The If I Can’t Have Love, I Want Power singer also said that the af94 line was designed with the goal of making makeup more accessible for people who belonged to all age groups and for all skin tones. They said that they were excited to launch the new collection with Walmart.

The initial launch by the Manic singer who has won 20 music awards and has been nominated for a Grammy consisted of 12 products. These makeup items are colorful as well as easy to use. The brand also features accessories such as custom designed face and body stickers. Some of these products include the following:

velvety eyeshadow crayons called Shadowboxer
creamy matte lipsticks called Majorly Matte
multi-use cheek + lip tints called Playdate
biodegradable makeup remover wipes called Friendly Rewinder
colorful body + face stickers called Joystickers and more.

Creighton Kiper, who is the merchandising VP for Beauty Walmart US, said that Walmart was committed to giving all their customers access to beauty and were “thrilled” to add af94 to their range of quality beauty products that were affordable and inclusive. Kiper added that the giant retailer was “proud to collaborate with Halsey” who was described as someone whose platform was built on inclusivity and whose brand would “resonate” with customers of Walmart. The celebrity singer’s brand af94 is available online at Walmart as well as in-store.

About af94:

“Just be yourself.” It sounds simple, but we know it’s not.  Figuring out who you are takes guts, so we’re here to help shake things up. With all-day color built for self-expression, af94 was made to inspire an inner boldness in all of you. Packed with powerful pigments + skincare ingredients, this collection allows you to play, while ur skin can chill.  But “rules”?  We’re not about those, so we leave the creative freedom up to you. So, come as ur messy, authentic, beautiful self (or whatever vibe ur feeling today) because skin is skin + makeup is for everyone.  Let’s show the world what u got.

About Halsey

Halsey has amassed more than 31 billion combined global streams to date, including more than 12.5 billion U.S. streams, and sold nearly 17 million adjusted album units worldwide. Her latest album, If I Can’t Have Love, I Want Power, was released in August of 2021, was produced by Trent Reznor, and is now nominated for a Grammy. It follows the release of Manic, which debuted at No. 1 on Billboard’s Top Current Albums chart. It was the first album of 2020 to be certified Platinum in the U.S. and attained Platinum certification in numerous other countries.

Photo Kathy Hutchins


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