Ulta Adds Halsey's Cosmetics Brand as Retailer-Exclusive

Ulta Beauty has announced its latest exclusive partnership, teaming with pop star Halsey’s about-face cosmetics brand to bring the award-winning vegan line exclusively to the retailer.

On June 14, about-face, founded as a direct-to-consumer brand, will unveil its products on Ulta.com. 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.

Founded in January of 2021, about-face is described as having a “sharp focus on high-performing formulas delivered in vibrant hues with custom, color-matched packaging.” The brand is popular with Gen Z consumers, driven by Halsey’s fan base. 

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. Their 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.

"This is a proud 'pinch-me' moment on an already amazing journey for about-face," said Halsey, founder and Chief Creative Officer of the company. "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 kick-ass, high-performing formulas in-store and online, bringing our products to more faces."

Best-selling about-face items that will soon be found at Ulta stores include Matte Fluid Eye Paints, Shadow Fix Eye Primer, Shadowsticks and Matte Fix Lip Pencils.  Selects items from other categories including Paint-It Matte Lip Color and Fractal Glitter Eye Paint will be available on Ulta.com.

"We are thrilled to welcome about-face to the Ulta Beauty family," said Maria Salcedo, SVP 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."