about-face eye drop includes its first volumizing mascara and an innovative lacquered eye gloss,
about-face, the multi-dimensional color cosmetics brand founded by Halsey, announces the release of new categories with their latest launch, Truth or Glare, dropping September 20, 2022. The launch features the brand’s first volumizing mascara, an innovative lacquered eye gloss, and a limited-edition, ultra-sleek cosmetic bag.
Amplify, lengthen and lift lashes with 1994 Volumizing Mascara, a multi-tasking, all-in-one formula proven to build drama by elongating and separating lashes for a smudge-free, flake-free finish. In a consumer study conducted with 35 participants between the ages of 18-49, 98% agreed that the mascara did not flake, 94% confirmed it wore for up to 14 hours, 92% noticed immediately fuller lashes, and 91% agreed the mascara built dramatic volume.
As about-face continues to expand, the eye category has consistently captured attention in the beauty community, specifically with eyeshadow standouts Matte Fluid Eye Paint™ and Fractal Glitter Eye Paints. These top-selling products quickly sell out shortly after being restocked, and the waitlist for eye paints only increases with the ever-growing popularity.
Recent innovation in the category has also garnered a similar type of enthusiasm within the consumer and artistry community, as the company now celebrates its second and back-to-back Allure Best of Beauty Award for Line Artist Gel Eyeliner, after receiving its first Allure award in 2021 for Matte Fluid Eye Paints™.
To continue the progression of its eye category and round out the product offering, releasing a mascara has been an important priority to the brand for quite some time, and the development process actually took over two years to formulate and perfect.
“The secret is finally out about my all-time favorite product for 2022 - The about-face 1994 Volumizing Mascara”, said Halsey, Founder and Chief Creative Officer. “It was so hard to keep this one quiet because it is without a doubt the best mascara I have ever used in my life. It’s made to last through long hours of the day or night, and I’ve tested that during my shows. It really is performance proof. As far as my day to day goes, my lashes have always been an important part of my look, but with a busy life as a mom and musician, I don’t always have the time for falsies. This mascara gives me that fluttery length and pitch black intensity just on its own.”
The formula is infused with Vitamin B5, Coconut Oil, Vitamin E, and Castor Oil that help to provide extra conditioning and care to lashes. Its unique, elongated brush lengthens and separates lashes [even the short ones] for a fully fanned-out effect. Offered in black, 1994 Volumizing Mascara retails for $15.
Paired with the mascara launch, about-face also drops Vinyl Effect Eye Gloss, a unique, cushiony gloss that delivers reflective shine to the eyes. The non-sticky, soothing formula serves as the final topper [post-mascara] over the brand’s Matte Fluid Eye Paints™ and Fractal Glitter Eye Paints to add a dewy, glazed look on matte or glitter color. The Eye Gloss can also be worn solo on the lids for a natural, glistening glow. The clear formula is infused with squalane to help moisturize, leaving lids feeling soft + supple. Retails for $14.
“With this launch, we are also introducing a product I’m obsessed with: the Vinyl Effect Eye Gloss,” said Halsey. “I love playing with textures, and this product gives slicked-out lids with all of the shine and none of the stick, for a perfect final step in your makeup routine to take any look to a more daring level. Whether grungy and wet, dewy and sweet, or editorial and sharp, this drop is dripping with artistic possibilities.”
To complete the collection, about-face also releases a limited-edition sleek, black cosmetic bag to carry all the latest products. Retails at $13.
About about-face: Makeup without rules. Made for the many versions of you, about-face is multidimensional makeup for everyone, everywhere created by Halsey and built on the truth that no one is just one thing and all humans are weird, complex and imperfectly beautiful beings. Everyone has their own messy, mad and personal method to becoming the greatest version of themselves, so we make products that are hardworking over hype, designed to celebrate the journey to become every version of us and all experimental versions along the way. Our pigment-saturated, long-wearing, buildable formulas empower self-expression and are 100% vegan and cleanly formulated.
About Halsey: Halsey has amassed more than 31 billion combined global streams to date, including more than 12.5 billion U.S. streams, and sold nearly 17 million adjusted album units worldwide. Her latest album, If I Can’t Have Love, I Want Power, was released in August of 2021, was produced by Trent Reznor, and is now nominated for a Grammy. It follows the release of Manic, which debuted at No. 1 on Billboard’s Top Current Albums chart. It was the first album of 2020 to be certified Platinum in the U.S. and attained Platinum certification in numerous other countries.
Halsey continues to push creative boundaries, exerting an influence and impact beyond music. Her first book, I Would Leave Me If I Could: A Collection of Poetry, debuted on The New York Times Best Sellers list in November, 2020. Named as one of TIME's 100 Most Influential People of 2020, they have won over 20 awards, including an AMA, MTV VMA, GLAAD Award, the Songwriters Hall of Fame’s Hal David Starlight Award and a CMT Music Award. Halsey recently introduced about-face, a multi-dimensional makeup line made for everyone. Halsey continues to speak up for important causes such as disenfranchised youth, women’s rights, mental health and the LGBTQ community.
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