Halsey Launches A Second Makeup Brand Exclusively At Walmart

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Halsey, aka Ashley Frangipane, is launching a second elegance model on July 25th, and it can be exclusive to Walmart—af94. It will debut on Walmart’s site, and will roll out to 2,900 doors. 

The singer already has a hugely pigmented make-up manufacturer known as about-deal with, which launched in 2021. The brand has experienced profitable partnerships with Ulta Splendor, Ipsy, and Dickie’s—and has colourful, minimalist packaging.

So how is af94 distinct?

It truly is a “created-to-participate in” make-up manufacturer, according to its Instagram. The  vivid, colorful items are packed with strong pigments in addition skincare substances. The manufacturer says it’s “all-day color constructed for self-expression.”

Plus—every product or service is priced at $10 or considerably less. Af94 was made for the Gen Z consumer, with a target is on affordability, without the need of compromising product, shade and efficacy. 

“After listening to suggestions acquired from admirers and mates, I wished to make yet another self-expressive line that was reduced-priced with a huge achieve,” mentioned Halsey, “which is why we are so energized to be launching this new assortment with Walmart. I hope sporting this makeup, even so that seems to be for you, conjures up you to break splendor principles and shade outside the house of the strains.”

Creighton Kiper, merchandising VP for Beauty, Walmart U.S., reviews, “Walmart is dedicated to creating attractiveness obtainable for all of our customers and we are thrilled to be including af94 to our expanding lineup of very affordable, inclusive and good quality magnificence items.”

The Item Lineup

The brand name debuts with 67 goods, for eyes, lips, cheeks and body—plus, cosmetic equipment, like custom made-made facial area and system stickers.

There are velvety eyeshadow crayons, creamy matte lipsticks, multi-use cheek + lip tints, biodegradable makeup remover wipes, and far more.

Halsey is pretty concerned in creating items and formulation, and is “a self-taught make-up artist acknowledged for her transformative appears to be,” the brand name states.  

Af94 was produced for the Gen Z shopper, with a  focus is on affordability, with no compromising product or service, shade and efficacy. All goods are 100% vegan and cruelty-free—and developed to enhance all pores and skin tones.  

What about the identify?

The af94 identify is an amalgamation of Halsey’s initials (A.F.) and start 12 months (1994).

Through its playful merchandise names and shade combine of vibrant hues and moody neutrals, people will come across a nostalgic nod to the 90’s all over the assortment.

Halsey adds, “I will normally don’t forget remaining 15 decades aged and preserving up to obtain my to start with eyeliner.  It was electric blue and a big obtain for me at the time, but the thrill of putting on these types of a daring coloration was truly worth each and every penny. I established af94 so that any one and all people can chase that hurry of standing out with bold make-up, but at an economical cost.”



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