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06/21/2022

Halsey’s DTC Beauty Brand Rolls Out to Ulta

Jacqueline Barba
Digital Editor
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Singer and songwriter Halsey (born Ashley Frangipane) landed a deal with Ulta Beauty to exclusively offer her About-Face cosmetics at the retailer. The deal is the multi-dimensional color cosmetics brand’s first retail partnership.

To mark the launch, About-Face introduced a wide range of its highly pigmented vegan products on Ulta.com on June 14. Additionally, the brand's top-sellers will launch in select stores this summer as part of Sparked at Ulta Beauty, a curated assortment of emerging beauty brands entering retail for the first time.

"I have shopped the Ulta Beauty aisles for years and I can't wait to see About-Face on the shelves,” said Halsey, founder and chief creative officer, in a news release. “For me, the opportunity to partner with Ulta Beauty is a no-brainer, and I'm so excited to see our kick-ass, high-performing formulas in-store and online, bringing our products to more faces."

"What started as a passion of mine has now turned into a brand being sold at Ulta Beauty, so all of this still feels surreal," Halsey added. "In starting About-Face, I always wanted to create products that people could use as a form of expression, without any rules tied to what beauty should be."

About-Face launched in January 2021, during the COVID-19 pandemic, with an exclusively direct-to-consumer shopping experience. With a focus on formulas that create vibrant hues with custom, color-matched packaging, the brand quickly established a strong presence online among beauty influencers and editors, building a social community “fueled by artistry and self-expression resonating with the Gen Z consumer,” according to the recent release.

The launch aims to bolster Ulta’s assortment of products geared toward Gen Z consumers. With more than 1,300 stores across the U.S., Ulta provides a new touchpoint for consumers to discover About-Face's colorful assortment. With products positioned as cruelty-free and made with clean formulas, About-Face also qualifies under the retailer’s Conscious Beauty at Ulta Beauty guidelines.

"We are thrilled to welcome About-Face to the Ulta Beauty family," said Maria Salcedo, senior vice president of merchandising, Ulta Beauty, in the release. "Halsey's creative vision for cosmetics is demonstrated throughout every part of the collection, from beautifully pigmented shades to thoughtfully designed packaging."

At Ulta Beauty, guests will experience a range of About-Face's hero products across collections, specifically best-selling shades including matte fluid eye paints, shadow fix eye primer, shadow sticks and matte fix lip pencils.  Select items from other franchises including paint-it matte lip color and fractal glitter eye paint, will be available on the retailer’s website.  About-Face will continue to launch a range of products at Ulta through the remainder of 2022. 

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