Through the partnership, about-face will introduce a wide range of its award-winning and highly-pigmented vegan products online. Additionally, the brand’s top-selling products will launch in select stores this summer as part of Sparked at Ulta Beauty, a curated assortment of emerging, up-and-coming beauty brands entering retail for the first time.
“This is a proud ‘pinch-me’ moment on an already amazing journey for about-face,” said Halsey, founder and chief creative officer.
“I have shopped the Ulta Beauty aisles for years and I can’t wait to see about-face on the shelves,” she said. “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.”
Geared toward Gen Z shoppers, about-face originally launched in January 2021 as an exclusive direct-to-consumer (DTC) shopping experience with a focus on offering high-performing formulas delivered in vibrant hues with custom, color-matched packaging.
“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,” said 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.”
Today, the about-face collection offers matte fluid eye paints, shadow fix eye primers, shadow sticks, matte fix lip pencils, matte lip colors, and glitter eye paint. In addition, the brand plans to launch a range of other innovative products at Ulta Beauty through the remainder of 2022.