Everything in New Makeup Brand By Halsey Aimed at Gen Z is Only $10 and Under

Beauty Buys

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Halsey is one of the biggest music artists in the world, but did you know that they also have a passion for makeup? Their first cosmetics brand, “About Face,” debuted at the beginning of last year and has quickly gained cult status among beauty lovers for fantastic formulas like the Matte Fluid Eye Paint, Fractal Glitter Eye Paint, and Light Lock Highlight Fluid.

Fans will be excited to learn that Halsey recently launched a second beauty brand – this time aimed at Gen Z – that they refer to as About Face’s “bratty younger sibling.” Headquartered in Los Angeles, AF94 is made up of colorful products for eyes, lips, cheeks, and body that encourage you to stay out-of-the-box with your makeup looks and never play by the rules. AF94 is an amalgamation of Halsey’s real name, Ashley Frangipane, and the year they were born. 

Affordability is the driving force behind the brand, as all of the goodies are $10 (!!) and under to expand accessibility and give more folks the opportunity to express themselves.

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

The colorful and playful line is available exclusively at select Walmart stores across the U.S., on the Walmart website, and on the AF94 website. You’ll get to choose from 12 different products, including eye crayons (Shadowboxer), multi-use cheek and lip colors (Playdate), makeup remover wipes (Friendly Rewinder), lip glosses (Give ‘Em Lip, shown below), and more.

At such affordable prices, beauty gurus and beginners alike can both enjoy the collection. Makeup and skincare are for everyone, no matter your gender, age, or budget. Halsey said they created AF94 after listening to feedback from fans and friends, wanting to make another brand that’s just as beauty-bending but more affordable and with a wider reach. Consider it done!

Keep reading for five of our favorite products from the new line.

I’m a sucker for the face gems from e.l.f. and ColourPop, so this is right up my alley. Joystickers include a whole sheet of self-adhesive face and body decals for any occasion, whether it’s a night out on the town or a chill afternoon experimenting with makeup.

The Shadowboxer Eyeshadow Crayon provides medium-to-high buildable coverage that’s long-lasting and smudge-proof. Leave your big bulky palette at home the next time you travel and opt for this crayon you can easily toss in and out of a bag.

Cream blush is all the rage, so how about a product that multitasks? Playdate is a dreamy wash of color for both cheeks and lips that looks natural and gives you that flushed glow we’re all striving for.

I’m all about eyeliners in colors other than black and brown. Come on, now. Give the people what they want! Backline comes in an assortment of colors, including, of course, the electric blue that Halsey loves.

Last but absolutely not least is the Scribble Stick, which comes in gorgeous shades of red and pink. The versatile lip crayon gives you the color of a lipstick (without the commitment) and the shine of a gloss.

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