In the dazzling world of music, where melodies and personalities blend, Halsey, the Grammy nominee and former member of Forbes’ 30 Under 30, has orchestrated a unique journey. Raking in a staggering $50 million with her makeup brand, about-face, this multifaceted artist has seamlessly transitioned from being the “blue-haired singer” to a thriving makeup mogul. Let’s dive into the captivating tale of Halsey’s evolution.
Halsey’s ever-changing appearance has become a hallmark of her identity. From a bleach blonde pixie cut at the Grammys to hip-length braids on magazine covers, and now, casually clad in sweats at the Forbes Under 30 Summit, she embraces evolution. For Halsey, makeup is more than just a tool for transformation—it’s a means of self-expression.
In 2019, beauty industry veterans Jeanne Chavez and Dineh Mohajer recognized Halsey’s passion and approached her to create a makeup line. The result? About-face, a vegan brand with a commitment to “clean” ingredients. Launched in January 2021, the brand has exceeded expectations, selling over 5 million products and generating a remarkable $50 million in revenue in 2022.
Why about-face Stands Out:
In a crowded field with beauty moguls like Selena Gomez and Kylie Jenner, about-face has carved its niche. Celebrity beauty brands collectively surpassed $1 billion in sales, witnessing a 57% increase in annual sales from October 2022 to October 2023. This growth outpaces the overall U.S. beauty and personal care industry.
Halsey’s journey transcends music and makeup. Raised in New Jersey, she discovered her love for music in 2013 and recorded her first hit, “Ghost.” The need for durable makeup during her stage performances led her to create her line, aligning with her ethos of quality and reliability.
About-face’s success has set the stage for international expansion. In 2024, the brand will debut in European stores, marking a significant milestone. Additionally, a new line of complexion products is on the horizon. The affordable sister line, “af94,” is also set to expand its availability, reaching 350 Ulta stores in January.
In the grand tapestry of Halsey’s life, music and makeup intertwine seamlessly. As the brand grows, Halsey envisions about-face standing on its own, embraced not just by fans but by beauty enthusiasts globally. The journey from a young, aspiring singer to a dynamic entrepreneur reflects Halsey’s spirit—always evolving, always creating, and always leaving an indelible mark on the world of beauty.
