AF94
Budget“Made-to-play color cosmetics, all under $10.”
By Viktoria @vioda.makeup · Published · Updated
AF94 is a budget makeup brand from the United States, founded in 2022 by Halsey (Ashley Frangipane). It's best known for its Celebrity-founded by Halsey, Everything priced $10 and under and Playful "made to play" Gen Z aesthetic.
AF94 is a Gen Z-focused makeup brand created by singer-songwriter Halsey, whose given name is Ashley Frangipane — the brand name stitches together those initials and her 1994 birth year. It launched in July 2022 as an exclusive with Walmart, positioning itself as unapologetically fun, affordable and "made to play," with an early lineup of matte lipsticks, cheek tints, biodegradable makeup remover wipes and quirky face-and-body stickers.
In late 2023 the brand expanded into Ulta Beauty, both online and in select stores, and rolled out new hero products built for experimentation: Swirl'd, a liquid marble eyeshadow; Lava Lust, a lip stain; It Takes 2, a bronzer-and-highlighter duo; and Playdate Glow, a cheek-and-lip color. With everything priced at $10 and under, AF94 sits squarely in the affordable, playful lane alongside other Gen Z drugstore-adjacent brands, making it an easy alternative to pricier cheek and lip color.
Popular Products
What AF94 is bought for. The ones we've found dupes for link through to the comparison.
- Swirl'd Liquid Marble Eyeshadow
- Lava Lust Lip Stain
- It Takes 2 Bronzer & Highlighter Duo
- Playdate Glow Cheek & Lip Color
Known For
Brand Philosophy
Makeup should be fun, low-stakes and accessible — expressive, experimental color cosmetics that anyone can afford to play with.