07.18.22
Halsey, aka Ashley Frangipane, is launching a second beauty brand on July 25th, and it's exclusive to Walmart—af94. It will debut on Walmart's website, and will roll out to 2,900 doors.
The singer already has a highly pigmented makeup brand called about-face, which launched in 2021. The brand has had successful partnerships with Ulta Beauty, Ipsy, and Dickie's—and has colorful, minimalist packaging.
So how is af94 different?
It's a "made-to-play" makeup brand, according to its Instagram. The vivid, colorful products are packed with powerful pigments plus skincare ingredients. The brand says it's "all-day color built for self-expression."Plus—every product is priced at $10 or less. Af94 was developed for the Gen Z consumer, with a focus is on affordability, without compromising product, color and efficacy.
"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," said Halsey, "which is why we are so excited to be launching this new collection with Walmart. I hope wearing this makeup, however that looks for you, inspires you to break beauty rules and color outside of the lines."
Creighton Kiper, merchandising VP for Beauty, Walmart U.S., comments, "Walmart is committed to making beauty accessible for all of our customers and we are thrilled to be adding af94 to our growing lineup of affordable, inclusive and quality beauty products."
The Product Lineup
The brand debuts with 67 products, for eyes, lips, cheeks and body—plus, cosmetic accessories, like custom-designed face and body stickers.There are velvety eyeshadow crayons, creamy matte lipsticks, multi-use cheek + lip tints, biodegradable makeup remover wipes, and more.
Halsey is very involved in developing products and formulas, and is "a self-taught makeup artist known for her transformative looks," the brand states.
Af94 was developed for the Gen Z consumer, with a focus is on affordability, without compromising product, color and efficacy. All products are 100% vegan and cruelty-free—and developed to complement all skin tones.
What about the name?
The af94 name is an amalgamation of Halsey's initials (A.F.) and birth year (1994).Through its playful product names and shade mix of bright colors and moody neutrals, consumers will find a nostalgic nod to the 90's throughout the collection.
Halsey adds, "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 color was worth every penny. I created af94 so that anyone and everyone can chase that rush of standing out with bold makeup, but at an affordable price."