about-face, the multi-dimensional color cosmetics brand founded by Ashley Frangipane, professionally known as Halsey, announced its first and exclusive retail partnership with Ulta Beauty, the nation’s largest beauty retailer.
about-face launched during the pandemic as an exclusive DTC shopping experience. With a sharp focus on high-performing formulas delivered in vibrant hues with custom, color-matched packaging, the brand quickly established a strong presence online, building a social community fueled by artistry and self-expression resonating with the Gen Z consumer.
As the preferred beauty destination for Gen Z, Ulta Beauty offers undeniable synergies for about-face, making the retail partnership a meaningful and strategic next phase for the brand. With more than 1,300 stores across the country, Ulta Beauty provides a new touchpoint for consumers to discover about-face’s vividly-colorful assortment. With vegan, cruelty-free, and clean formulas, about-face also meets the needs and values of guests through Conscious Beauty at Ulta Beauty.