Ashley Frangipane, professionally known as Halsey, announces the release of their second beauty brand, af94, launching exclusively at Walmart on July 25th.
The af94 name is an amalgamation of Halsey‘s initials (A.F.) and birth year (1994). Through its playful product names and shade mix of bright colors and moody neutrals, consumers will find a nostalgic nod to the 90s throughout the collection – a decade known for fearlessness, self-expression, and living in the moment.
The launch showcases a full-color collection packed with innovation sparked by Halsey’s imagination in categories of eye, lip, cheek, and body. As a self-taught beauty expert and makeup artist, Halsey is often known for their transformative looks. Halsey’s passion and talent in both makeup artistry and creation of beauty products is symptomatic of their multifaceted nature, always bringing her from one project to the next, and eventually giving way to the birth of their next beauty line, af94.
The new brand also features unique cosmetic accessories, like custom-designed face and body stickers for true makeup play. The artist-formulated products are all vivid in color, strong in performance, and priced for accessibility at $10 and under. Available exclusively at Walmart, af94 will be sold in approximately 2,900 doors across the country, as well as on Walmart.com.
The af94 starting lineup features 12 made-to-play products, ranging from velvety eyeshadow crayons (Shadowboxer), creamy matte lipsticks (Majorly Matte), multi-use cheek + lip tints (Playdate), biodegradable makeup remover wipes (Friendly Rewinder), colorful face + body stickers (Joystickers), and more.
All af94 products are 100% vegan and cruelty-free and cleanly formulated. Long-lasting performance benefits and key skincare ingredients are also infused throughout the entire collection, and the shade range was specifically developed to complement all skin tones. All af94 products are exclusively available for purchase at Walmart, Walmart.com, and af94.com.