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07/18/2022

Halsey Brings New Cosmetic Brand Exclusively to Walmart

Pop artist Halsey has launched a second brand of retailer-exclusive cosmetics products, with the latest, af94, arriving exclusively at Walmart.
Zachary Russell
Associate Editor
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Halsey af94 Walmart

A month after the release of her Ulta-exclusive about-face cosmetics brand, pop artist and singer-songwriter Halsey is bringing a new makeup brand exclusively to Walmart.

A collection of vegan, cruelty-free and clean-formula products, af94 will release on July 25 at approximately 2,900 Walmart locations across the U.S., as well as online. The af94 starting lineup features 12 made-to-play products, ranging from velvety eyeshadow crayons (Shadowboxer), creamy matte lipsticks (Majorly Matte), multi-use cheek + lip tints (Playdate), biodegradable makeup remover wipes (Friendly Rewinder), colorful face + body stickers (Joystickers) and more. 

Featuring “playful product names and a shade mix of bright colors and moody neutrals,” af94 will be priced for accessibility at $10 or less. The line is aimed at Gen Z consumers and beauty novices alike, according to the new brand.

"I'll always remember being 15 years old and saving up to buy my first eyeliner.  It was electric blue and a big purchase for me at the time, but the thrill of wearing such a bold color was worth every penny," said Halsey. "I created af94 so that anyone and everyone can chase that rush of standing out with bold makeup, but at an affordable price."

Halsey has accumulated more than 31 billion combined global streams to date, including more than 12.5 billion U.S. streams, and sold nearly 17 million adjusted album units worldwide. Her latest album “If I Can’t Have Love, I Want Power” was nominated for a Grammy and peaked at number two on the Billboard 200 chart.

"Walmart is committed to making beauty accessible for all of our customers and we are thrilled to be adding af94 to our growing lineup of affordable, inclusive and quality beauty products," said Creighton Kiper, Merchandising VP for Beauty, Walmart U.S. "Our assortment reflects shoppers' evolving interests and we are proud to collaborate with Halsey, someone who has built a platform on inclusivity, to develop a brand that will resonate strongly with our customers."