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Halsey unveils Gen Z-targeted beauty brand

af94 Halsey Head Shot

Halsey is about to launch a second beauty brand.

The Without Me singer, who uses both she/her and they/them pronouns, released their debut cosmetics company, About-Face, last year.

On Monday, Halsey announced that they are to follow up the success of the collection with another brand, called af94, which will be aimed at the younger generation.

“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 colour was worth every penny,” said Halsey. “I created af94 so that anyone and everyone can chase that rush of standing out with bold make-up, but at an affordable price.”

The af94 name is an amalgamation of Halsey’s initials, as her real name is Ashley Frangipane, and her birth year – 1994.

Key items in the ’90s-inspired 12-piece range include velvety eyeshadow crayons, matte lipsticks, multi-use cheek and lip tints, colourful face and body stickers, as well as biodegradable make-up remover wipes.

“After listening to feedback received from fans and friends, I wanted to create another self-expressive line that was lower-priced with a wide reach,” the star added. “Which is why we are so excited to be launching this new collection with Walmart. I hope wearing this make-up, however that looks for you, inspires you to break beauty rules and colour outside of the lines.”

The collection will be available to purchase from 25 July.

– Cover Media