Halsey's About-Face brought gender-fluid editorial makeup to DTC with bold non-conformist aesthetics and Ulta Beauty retail distribution.
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See all ads on AdLibrary →About-Face is a gender-fluid color cosmetics brand founded by Halsey in 2021. Known for bold editorial aesthetics and an inclusive, non-conformist creative philosophy, the brand launched DTC-first before expanding to Ulta Beauty, targeting Gen Z consumers who reject traditional beauty gender norms.
About-Face's advertising inherits Halsey's alternative-pop aesthetic—high-contrast editorial imagery, gender-fluid model casting, and color palettes that signal artistic identity rather than everyday wearability. Paid social amplifies product launches and editorial campaign drops rather than running persistent evergreen creative. The brand's positioning as anti-mainstream beauty gives ad creative built-in differentiation against conventional glossy competitors. Explore current ad creative at AdLibrary.
Instagram is About-Face's primary platform, with Halsey's personal account and the brand account functioning as a creative ecosystem. Paid campaigns focus on limited-edition product drops and seasonal collections. The brand's aesthetic—angular, high-fashion editorial—performs well with Gen Z audiences who follow alternative fashion and music subcultures on Instagram.
Copy themes: (1) gender-fluid and non-conformist identity expression; (2) 'art on your face'—makeup as a creative medium; (3) Halsey's personal artistry as the brand's creative credentialing; (4) product performance in bold color payoff and long wear. Tone is irreverent, poetic, and identity-forward—not efficacy-driven.
About-Face shows that celebrity-founded indie brands succeed when the celebrity's authentic aesthetic IS the product, not just the endorsement. Halsey doesn't endorse About-Face the way a celebrity endorses a fragrance—she designs the product philosophy. The distinction matters to Gen Z consumers who can instantly detect inauthenticity. The lesson: founder-as-creative-director is a more durable brand moat than founder-as-spokesperson.
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