The About-Face founder said that the brand’s name, for instance, struck them much the way songwriting does. “It happened the way it sometimes does with a song or an album,” Halsey said onstage at theBeauty Forum with Jeanne Chavez, cofounder and chief innovation officer of About-Face and Beauty Inc editor in chief Jenny B. Fine.
As it turns out, Halsey’s journey with beauty has mirrored their relationship with music. “I’ve done makeup ever since I was allowed to wear makeup,” they said. “I would dye my hair, cut my hair, I shaved my head for the first time in high school. The town that I lived in was not prepared for that, the biggest event to happen there was that I shaved my head. That’s when I knew I was a star.”
Getting consumers when they were young was important to Halsey, who likened the brands’ consumers to their musical fans. “I’ve met people at 1 in the morning in the cold at 15, being dropped off by their parents, and then 10 years later, they’re 25-year-old lawyers at the Allstate Arena there to see my show. I’ve seen them grow up in front of my eyes,” Halsey said. “I see how meaningful that relationship is, when you grow with your audience, and we wanted to apply that here.
Halsey has also taken inspiration from brands outside of beauty. “I wanted something timelessly iconic. There are certain brands that have the luxury of existing as lifestyle entities, when you can look at someone and you can tell they’re a fan of the brand, or they live in the essence of a brand’s ideology,” they said. “A good example is Supreme. One of the conversations we had early on was how to gain that cultural control with a product like makeup.
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