about-face
Mid-Range“Make-u(p) without rules.”
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.
Known For
Flagship Products
- Light Lock Highlight Fluid
- Matte Fluid Eye Paint
- Performance Powder Cream Blush
- Shadowstick
Brand Philosophy
Make-up without rules — vegan, cruelty-free, and built for self-expression rather than a single beauty standard.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for about-face. Researched from official brand sources — always confirm before sending.
- Website
- aboutface.com
- General inquiries
- [email protected]
- Press & PR
- [email protected]
- Creator & UGC collabs
- [email protected]
- Contact form
- Open form
- Creator portal
- Apply / sign up
- HQ address
- Beverly Hills, CA 90211 USA
- Sold at
- UltaBrand.comAmazon US
About-Face routes customer service through Gorgias help center. No separate press or collab email publicly listed on official site. Press contact in 2021-22 launch releases on PR Newswire was Jill Eisenstadt-Chayet ([email protected] per PR Newswire wire). aboutface.com FAQ has a 'WHO DO I REACH OUT FOR PRESS OR PARTNERSHIP?' line that is currently un-filled ('Answer to be filled'). No on-domain press@ or collab@ email currently public; only [email protected] (customer service). Affiliate via ShareASale. Halsey is co-founder/face; Raminella runs the company (appointed May 2024, ex-Revlon). Outside PR is bluprint/Jill Eisenstadt-Chayet (https://www.linkedin.com/in/jill-eisenstadt-chayet-539297a) — use her as agency-rep alt. Note: previously captured pressEmail were CloudFlare-obfuscated "[email protected]" placeholders rather than real addresses; stripped pending re-research. Decoded from CloudFlare data-cfemail hex 1b7a79746e6f367d7a787e5b79776e6b6935787476 in the Halsey launch press release. Also confirmed via the more recent Energy Angel release (Jill Chayet, Bluprint PR, [email protected] decoded from a8c2cdcbe8cac4ddd8da86cbc7c5). about-face uses bluPRint as its PR agency. The brand's own customer-facing site only exposes [email protected] (plain text). Press via bluPRint agency (Jill Eisenstadt-Chayet), confirmed on multiple PRNewswire releases (2021, 2022, 2024). [email protected] confirmed as official brand contact on TheIndustry.beauty directory. Halsey's brand; AF94 Beauty LLC d/b/a about-face. Halsey's brand; Ulta exclusive in US