Live Nation Entertainment has announced that it has partnered with about-face and af94, the color cosmetics brands created by Halsey.
The Live Nation partnership will offer fan experiences throughout venues and festivals, encouraging individuality and makeup experimentation.
“Makeup and music go hand in hand. I don’t fully become Halsey until the transformative moment in front of my mirror, where I lay out my kit. It’s the creative before the creative,” said Halsey, Co-Founder and Chief Creative Officer of about-face and af94 brands.
About-face and af94 will create experiences at many Live Nation venues and festivals, offering product sampling, self-guided application, and a range of virtual and actual ‘try and buy’ integrations with their long-wear, performance-driven, highly pigmented products.
Winning over 10 prestigious awards across signature franchises, about-face is also one of the leading high-growth emerging brands at Ulta Beauty.
Designed for Gen Z, af94 was co-created with Walmart and launched in July as the retailer’s No. 1 trend cosmetics brand in over 3,000 doors nationwide.
Live Nation has already included the brands at key events.
(Photo: Adam Kudeimati)
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