About-Face is the color brand artist and author Halsey launched on January 25, 2021, and it is happiest when you play with it. This edit covers the face and cheek products I reach for first, the lip, lash and glitter extras, and the cream eyeshadow sticks from other brands that work the same way.
About-Face: Halsey's Color Without Rules, Painted on the Eyes First

About-Face began in January 2021, when artist and author Halsey set the brand to launch direct to consumer on aboutface.com, with a promise of makeup without rules. Seventeen confirms it officially launched on the 25th of that month. I like brands that come from an artist, and you can feel it in the way About-Face is built: bold pigments, a few clever formats, and no lecture about how you are supposed to wear them.
The launch collection was organized into three franchises, Light Lock, Matte and Shadowstick. The Matte range is where the eye paint lives, and Matte Fluid Eye Paint is one of the brand's popular products. It is a liquid that dries down flat and saturated, so you can sweep it on with the doe foot wand and leave it alone, or tap it out with a fingertip for something softer. Shadow Fix Eye Primer goes underneath, and I would not skip it if you plan to wear the paint past lunch.
For the face, THE PERFORMER Skin-Focused Foundation is the base for people who want skin to look like skin. Blush Rush Liquid Blush and Cheek Freak Blush Balm are my favorite pair, one a liquid that you dab and blend fast, the other a balm that melts in with warm fingers. Cherry Pick Lip Color Butter finishes it, a lip color with the feel of a balm. The brand is vegan and is sold in stores, which is handy if you like to swatch first.
Start with the eyes, then the cheeks, and stop while it still looks like you.

Gloss, glitter and a soft concealer
The rest of the About-Face range is where the fun really lives. Light Lock is one of the original franchises, and Light Lock Lip Gloss is the piece that gives it away: a glassy gloss meant to be worn alone or layered over the lip butter from the first grid. I press it on the center of the lower lip and leave the edges bare, which makes lips look fuller without any liner.
THE ILLUSIONIST Skin-Focused Concealer is the quiet one here. Use it the way you would use any concealer, in small dots under the eyes and around the nose, then blend with a damp sponge. It sits well beside THE PERFORMER foundation, and it also works alone on days when a full base feels like too much.
Volumizing Mascara is a plain, useful job. I put it on after the eye paint has set, so nothing smudges, and I brush through the lashes a second time only at the outer corners. It makes the paint look more finished without making it look heavier.
Then there is Fractal Glitter Eye Paint, the most playful product in the set. It is a pigmented glitter you can wear over a matte wash of color, or alone on the center of the lid for a night out. A small amount goes a long way, so tap it on with a fingertip and skip the brush. If a piece lands on your cheek, lift it off with a piece of tape rather than a wipe.
Wear glitter with a matte lip and a clean face, and it looks intentional every time.
Cream shadows from other counters
Cream eyeshadow sticks and liquid shadows are the easiest way to wear color when you are running late, and there are lovely versions from other brands that sit happily beside the About-Face eye paints. All of them share one rule: they need something underneath and a little patience before you touch them.
Laura Mercier's Caviar Stick Cream Eyeshadow is the classic stick, a twist-up that you swipe across the lid and blend with a fingertip. Merit's Solo Shadow Cream Eyeshadow is the quiet, wearable one, a cream that gives a wash of color without any fuss. Makeup by Mario's Long-Wear Cream Eyeshadow is another easy one to carry in a bag, and Charlotte Tilbury's Eyes To Mesmerise Cream Eyeshadow is the pot I reach for when I want a glow with a bit of depth, applied with a fingertip and pressed on.
Armani Beauty's Eye Tint Long-Lasting Liquid Eyeshadow is the liquid, a wand-on color that comes in several finishes and is easy to layer. NARS's Pro-Prime Smudge Proof Eyeshadow Base is the primer in this group, and it is a good idea before any cream color, because a base gives creams something to hold onto.
What I would skip: layering a cream shadow over a lid that is still oily or wet from eye cream. It will crease within the hour, whatever the formula. Wipe the lid clean, let it dry for a minute, add primer, then color. And do not blend until the product has had a moment to set, or you will lift it right back off.
Eye paints and shadow sticks from other brands

Caviar Stick Cream Eyeshadow
Laura Mercier

Eye Tint Long-Lasting Liquid Eyeshadow
Armani Beauty

Pro-Prime Smudge Proof Eyeshadow Base
NARS

Long-Wear Cream Eyeshadow
Makeup by Mario

Eyes To Mesmerise Cream Eyeshadow
Charlotte Tilbury

Solo Shadow Cream Eyeshadow
Merit

Dazzleshadow Eye Shadow Stick in Bedazzled Denim
MAC

Metallic Dazzleshadow Liquid Eye Shadow in Silver Surfer
MAC
How I would build the look
Here is how I would build a look with all of this. Prime the lid first, then paint on one shade of eye paint and let it dry for a minute. Add a second cream shadow only at the center of the lid, where it will catch the light.
Then move to the face. Dab the liquid blush on with your fingers, blend the balm over it if you want a stronger flush, and finish with the lip butter or gloss. If you are wearing glitter, keep everything else matte, and if you are wearing a bold eye, keep the cheeks soft.
A good test is to look at yourself from an arm's length away in daylight. If the color looks blended and your eyes are still the first thing people see, you are done. About-Face is meant to be played with, so keep changing the order until you find the one that feels like you.
















