Halsey Launches Walmart-Exclusive Beauty Brand

Pop music star Halsey, also known as Ashley Frangipane, has announced the release of af94, which will be exclusively available at Walmart on its launch date, July 25. 


Showcasing a full color collection, the music artist’s second beauty brand will include eye, lip, cheek and body products – all of which were sparked by Halsey’s imagination. Known for transformative looks, Halsey is a self-taught beauty expert and makeup artist. 


According to Halsey, the new brand will also feature cosmetic accessories, such as custom-designed face and body stickers. The artist-formulated products are priced for accessibility at $10 and under, according to the news release. The af94 products will be sold exclusively at 2,900 stores across the country in addition to being available at Walmart’s online store. 


“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,” Halsey said. “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.” 


Built on formulating versatile makeup for everyone, af94 focuses on affordability – without compromising product, color and efficacy. The brand was developed for Generation Z consumers and beauty novices, according to the news release. 


“Walmart is committed to making  beauty accessible for all our customers and we are thrilled to be adding af94 to our growing lineup of affordable, inclusive and quality beauty products,” said Creighton Kiper, merchandising VP for Beauty at Walmart. “Our assortment reflects shoppers’ evolving interests and we are proud to collaborate with Halsey, someone who has build a platform on inclusivity, to develop a brand that will resonate strongly with our customers.” 


The name, af94, is an amalgamation of Halsey’s initials and birth year, 1994. The brand, with a playful name and shade mix – which includes both bright colors and neutrals – aims to bring ’90s nostalgia to consumers, without compromising quality.


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


Featuring 12 made-to-play products, the starting lineup includes the following products: Shadowboxer, velvety eyeshadow crayons; Majorly Matte, creamy matte lipsticks; Playdate, cheek and lip tints; Friendly Rewinder, biodegradable makeup remover wipes; Joystickers, body and face stickers; and more. 


All of the products are 100% vegan and cruelty-free as well as cleanly-formulated. According to the news release, the long-lasting performance benefits and skincare ingredients are infused in the entire collection, with the shade-range specifically developed in order to complement all skin tones. 


For more information on the brand or its availability, visit Walmart’s website or click here


Image courtesy of af94.


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