Today on Instagram, Halsey announced the launch of her new beauty and makeup brand, called about-face. The singer had been teasing the initiative for some time, tagging the brand's new Instagram account in some of her own recent posts that feature exciting makeup looks or eclectic styles.
about-face will consist of up to 40 products, beauty tools included, that fall into three separate "franchises," Light Lock, Matte and Shadowstick, each featuring distinct products and styles. Plus, they'll be vegan, clean and cruelty-free.
"Makeup is an art and art is about happy accidents, not any one ideal of perfection. I always feel the most free when I am creating looks without following any rules," Halsey said in a press release. "The beauty industry has norms, but I want to encourage people to challenge those standards and allow things to be imperfect and fun."
If you've been following Halsey for any amount of time, her creation of a makeup brand should come as no surprise. The singer famously never shies away from a ~lewk~, especially if it toes the line of fashion or makes you do a double take, and famously often does her own glam for performances and music videos. She's recently been sporting a shaved head, which is honestly one of the least surprising hair trends she's adopted -- remember her rainbow roots?
Let's look back at some of Halsey's beauty achievements and get an idea of what's to come with about-face. Vote her best look to the top!