About-Face by Halsey: First Impressions, Swatches & Review
It’s a pretty ballsy move to launch a new cosmetic brand in this oversaturated market during a global pandemic, but that’s exactly what about-face did. The brainchild of Ashley Frangipane a.k.a. Halsey, the brand is dedicated to being unapologetically you, everywhere at any time. The products aim to inspire creativity and self-expression through makeup by offering a variety of fun and neutral shades and finishes, with planned future expansions based on consumer demand.
I had the opportunity to try an assortment of products from the initial launch, so here are some of my first impressions and, of course, swatches! Also, there’s a brand new Anti V-Day collection dropping today that introduces 5 new shades of Matte Lip Color liquid lipsticks and 4 new shades of Matte Fix Lip Pencils. Because roses and chocolate are good and all but sometimes you just want black lipstick instead!
about-face Matte Fluid Eye Paint (L to R): Smell Before Rain, Cloned, Smoke Signal, Dionysus
about-face Matte Fluid Eye Paint has a doe-foot fluffy wand, like a lip gloss.
about-face Matte Fluid Eye Paint arm swatches (shades labeled above)
about-face Shadowsticks come in twist-up colored packaging and you can easily tell which shade you’re grabbing.
Shadowsticks: up close and personal 🙂
about-face Shadowstick arm swatches (shades labeled above)
about-face Matte Fluid Eye Paint ($24) – These liquid eyeshadows are so pigmented! They first go on the skin a little wet and, after a few minutes, set with an even matte finish. Once dry, they will not budge – for real! I wore these all day from early morning to almost midnight and my makeup still looked perfect at the end of the day. I didn’t experience any creasing, cracking, or fading. In fact, this formula reminded me of stage makeup and I wouldn’t be surprised if that’s what Halsey was inspired by when creating these. So yeah, if you like bold colors that will last through an entire day – these liquid eye paints are for you. I don’t think these will suit someone who likes a sheer, more subtle wash of color.
about-face Shadowstick ($21) is a bit more versatile. They come in matte and shimmery finishes and can be worn sheer or opaque. These eyeshadow sticks are ridiculously soft and glide on the skin like butter. While they didn’t crease, I noticed some transfer with darker shades, probably because my lids are a bit oily and this is a buttery, creamy formula, but other than that I have no complaints. I used these as eyeliners, as a sheer wash of color, and even tried a bolder full-color look – they work wonders for every task.
about-face Matte Fix Lip Pencils come in matching packaging, so it’s easy to tell which shade is inside.
about-face Matte Fix Lip Pencil tip up close. Can you tell how soft it is?
about-face Paint-It Matte Lip Colors come in clear tubes with color-matching caps.
about-face Paint-It Matte Lippies come with slanted fluffy doe-foot applicators. They are wonderful!
about-face Matte Fix Lip Pencils and Paint-It Matte Lip Colors (arm swatches)
about-face Light Lock Lip Glosses. Such pretty packaging!
about-face Light Lock Lip Gloss wand is shaped like a thin, slightly stiff fluffy doe foot.
about-face Matte Fix Lip Pencil ($17) – I don’t always use lip pencils because they can make my lips look too overdone, but on those rare occasions when I do, I prefer long-lasting matte shades that either match my lip color or my lipstick exactly. about-face got my favorite formula just right and these lip pencils exceeded my expectations – they apply without tugging on the skin and feel so smooth and weightless. This formula wears like the Shadowsticks: long-lasting but not smudge-resistant, you’ll definitely make a mess if you decide to wipe your mouth. It’s not really a con because most lip pencils and lipsticks wear this way.
about-face Paint-It Matte Lip Color ($22) – These will be a fun discovery for anyone who likes a classic matte liquid lipstick look. They offer a rich, single swipe color payoff and won’t budge for the rest of the day. The formula is transfer-resistant and can withstand some minor rubbing, even under the mask, and maybe a quick lunch and a few drinks. However, I feel like matte lipsticks have come a long way in the last few years, and now you can have a matte formula that doesn’t crack or make the lips look super dry. While I think this product performs as intended, it’s just not my favorite formula personally.
about-face Light Lock Lip Gloss ($20) – Lip gloss fans, this one’s for you! These glosses are drop-dead gorgeous and sparkle in the sunlight like little diamonds. The formula is infused with peppermint for a slight plumping effect and coconut oil to soften and condition dry patches. They really do look great, even on dry lips – those dry spots immediately become invisible. I love the way this gloss looks and feels, and I’m not even a lip gloss person!
about-face Light Lock Stick comes in this stunning light-reflective tube packaging.
about-face Light Lock Stick up close. Beautiful shimmer!
Swatches of the Light Lock Sticks and the Light Lock Lip Glosses.
about-face Light Lock Powder looks like a reflective prism. Pretty cool!
about-face Light Lock Powder texture up close.
about-face Light Lock Highlight Fluid packaging.
about-face Light Lock Highlight Fluid is dispensed via a dropper applicator.
Arm swatches about-face Light Lock Highlight Fluid and Light Lock Powders (shades listed above)
about-face Light Lock Stick ($25) – I love highlighters, and especially ones that give my skin a dewy look. These sticks help achieve exactly that effect, and they’re so easy to apply – one or two swipes on the skin and tap around the edges to blend. They last about as long as my cream blushes, so roughly 8 hours before starting to fade. The formula has a lot of slip and feels a little damp when it glides over the skin. My only gripe is you don’t get a lot of product. Twisted all the way up, the stick is maybe as tall as a chickpea, that’s all you get.
about-face Light Lock Powder ($30) – A good powder highlighter is pretty much a staple product in every makeup collection. I’m guessing most of us have at least one that we use, right? And if you’re anything like me, you have several that you reach for on different occasions. These multi-tasking powder highlighters are loaded with shimmery particles so they can be worn sheer or opaque. I love using these highlighters because they don’t kick up powder when I use my brushes and look stunning on the skin. One shade in particular – This Bliss – reminds me of theBalm’s Mary Lou-manizer, my favorite highlighter color and formula of all time, even after all these years after trying countless other highlighters.
about-face Light Lock Highlight Fluid ($32) – Remember when highlighter drops were new? The beauty community wasn’t sure what to make of them because they seemed like a gimmick, and yet they’re still around and still super popular. Most of us love them for their versatility: you can mix a few drops with your primer or foundation to achieve a dewy effect, add them to body lotion to make your body glow, dab on high points like you would any other highlighter, or get creative with a full-on metallic look. While not for everyone, these liquid drops have their niche customers who appreciate this versatility. The formula on these is great, as you can see from the swatches, and once it dries, it does stay on the skin pretty well. But as with any highlighter, the more you touch it, the more the shimmers will move around.
There’s definitely something for everyone in this collection. I found some new favorites that I wasn’t even looking for, like the lip pencils that I normally don’t even use much. Huge fan of all three highlighter formulas, as well as the Shadowsticks that feel like buttah!
about-face products are vegan, cruelty-free, and formulated without gluten and synthetic fragrances. The brand also formulates without parabens and phthalates.
Check out the entire collection at aboutface.com.