about-face
Mid-Range“Make-u(p) without rules.”
By Viktoria @vioda.makeup · Published · Updated
about-face is a mid range makeup brand from the United States, founded in 2021 by Halsey (Ashley Frangipane). It's best known for its Light Lock Highlight Fluid, Matte Fluid Eye Paint and Performance Powder Cream Blush.
about-face launched on January 25, 2021 as the brainchild of Grammy-nominated musician Halsey (Ashley Frangipane), built around the idea that makeup is for self-expression rather than fitting a beauty standard. The line debuted direct-to-consumer with light lock highlighter fluids, light lock sticks, matte fluid eye paints, and shadowsticks — multidimensional, lit-from-within products designed for layering across the face, eyes, lips, and body.
The brand is vegan, cruelty-free, and clean-formulated, with an exclusive retail partnership at Ulta Beauty. about-face's all-lowercase identity, gender-neutral marketing, and bold high-pigment formulas have made it a favorite among Gen Z consumers who want makeup that feels artistic rather than corrective.
Popular Products
What about-face is bought for. The ones we've found dupes for link through to the comparison.
- Light Lock Highlight Fluid
- Matte Fluid Eye Paint
- Performance Powder Cream Blush
- Shadowstick
Known For
Brand Philosophy
Make-up without rules — vegan, cruelty-free, and built for self-expression rather than a single beauty standard.
FAQ
about-face Official Channels
Where to buy, and how to reach about-face customer service directly.
- Website
- aboutface.com
- Customer service
- [email protected]
- Contact form
- Open form
- Headquarters
- Beverly Hills, CA, United States
- Sold at
- UltaBrand.comAmazon US