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Celebrity partners exclusively with cosmetics retailer for about-face.
June 13, 2022
about-face, a cosmetics brand founded by Ashley Frangipane, also known as the singer, Halsey, has announced its premiere retail partnership with Ulta Beauty. about-face will introduce a wide range of its vegan products on Ulta.com. The brand's top-sellers will also launch in select stores this summer as part of Sparked at Ulta Beauty, a curated assortment of emerging beauty brands debuting at retail.
"This is a proud 'pinch-me' moment on an already amazing journey for about-face," says Halsey, founder, chief creative officer, about-face. "I have shopped the Ulta Beauty aisles for years and I can't wait to see about-face on the shelves. For me, the opportunity to partner with Ulta Beauty is a no-brainer, and I'm so excited to see our kickass, high-performing formulas in-store and online, bringing our products to more faces."
about-face launched January 2021 as an exclusive DTC shopping experience. With a focus on high-performing formulas delivered in vibrant hues with custom, color-matched packaging, the brand quickly established a strong presence online, building a social community fueled by artistry and self-expression resonating with the Gen Z consumer.
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With more than 1,300 stores across the country, Ulta Beauty provides a new touchpoint for consumers to discover about-face. With vegan, cruelty-free and clean formulas, about-face also meets the needs and values of guests through Conscious Beauty at Ulta Beauty.
"We are thrilled to welcome about-face to the Ulta Beauty family," says Maria Salcedo, senior vice president, merchandising, Ulta Beauty. "Halsey's creative vision for cosmetics is demonstrated throughout every part of the collection, from beautifully pigmented shades to thoughtfully designed packaging. We can't wait for beauty lovers to discover about-face exclusively at Ulta Beauty and join us in celebrating the brand's passion, authenticity, individuality and self-expression."
about-face has been a favorite among editors, influencers and pro-makeup artists and has fostered a strong community that encourages members to share their vibrant-colored makeup looks, bringing each personal vision of authentic artistry to life. Customers and followers have made impactful impressions on social and digital channels by designing striking, graphic looks using some of the brand's best-selling products – award-winning Matte Fluid Eye Paints and pigment-loaded Shadowsticks.
"What started as a passion of mine has now turned into a brand being sold at Ulta Beauty, so all of this still feels surreal," says Halsey. "In starting about-face, I always wanted to create products that people could use as a form of expression, without any rules tied to what beauty 'should be'. I feel incredibly proud to stand back and see what this brand has already become thus far, and excited for where it is headed."
At Ulta Beauty, guests will experience a range of about-face's hero products across collections, specifically best-selling shades of Matte Fluid Eye Paints, Shadow Fix Eye Primer, Shadowsticks and Matte Fix Lip Pencils. Selects of other franchises including Paint-It Matte Lip Color and Fractal Glitter Eye Paint, will be available on Ulta.com. about-face will continue to launch a range of products at Ulta Beauty throughout 2022.
Read more about:ULTA Beauty
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