about-face is an innovative cosmetics brand founded by the talented artist Halsey. Known for its eye-catching products, the brand offers a diverse range of makeup essentials designed to enhance beauty and express individuality. Their standout product, the Matte Fluid Eye Paint™, is celebrated for its rich pigmentation and long-lasting formula, allowing for effortless application and a flawless look from morning to night.

With a blendable and buildable texture, users can create everything from subtle to bold eye makeup looks. The product's matte finish adds a modern, professional touch that performs beautifully both in person and on camera. about-face takes pride in catering to a variety of skin tones and preferences, with each shade carefully curated for versatility. Additionally, the brand emphasizes vegan formulations, ensuring that beauty is achieved without compromising ethical standards. Alongside their eye paints, about-face features an extensive catalog of makeup products ranging from foundations to lipsticks, embracing creativity and personal style at every turn.