About-face, the multi-dimensional color cosmetics brand founded by Ashley Frangipane, professionally known as Halsey, today announced its first and exclusive retail partnership with Ulta Beauty, the nation’s largest beauty retailer. On June 14, 2022, about-face will introduce a wide range of its award-winning and highly-pigmented vegan products on Ulta.com. Additionally, the brand’s top-sellers 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. “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 during the pandemic as an exclusive DTC shopping experience. With a sharp 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.
As the preferred beauty destination for Gen Z, Ulta Beauty offers undeniable synergies for about-face, making the retail partnership a meaningful and strategic next phase for the brand. With more than 1,300 stores across the country, Ulta Beauty provides a new touchpoint for consumers to discover about-face’s vividly-colorful assortment. 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,” said Maria Salcedo, senior vice president of 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.”
Launched in January 2021, about-face has been a favorite amongst editors, influencers and pro-makeup artists. Founded on the freedom of creative expression, about-face 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,” 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.”
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 novel, highly innovative products at Ulta Beauty through the remainder of 2022.
