Halsey to launch second beauty brand exclusively through Walmart

Halsey — real name Ashley Frangipane — has revealed they will be releasing a second beauty brand, af94, exclusively through Walmart.  The 67 piece line has been co-developed with its exclusive partner Walmart, and Halsey is hoping to tap into a new consumer base with products to be sold in around 2,900 stores as well as online.  Along with cosmetic products for eyes, lips, cheeks and body, the brand will also feature cosmetic accessories such as custom-designed body stickers.

af94 is the second – and more affordable — beauty brand launched by Halsey, who launched their first gender fluid line About Face in January 2021.  Halsey said in a statement: “After listening to feedback received from fans and friends, I wanted to create another self-expressive line that was lower-priced with a wide reach, which is why we are so excited to be launching this new collection with Walmart.”  The release also noted that all af94 products are ‘100 percent vegan and cruelty-free, with a shade range intentionally created to complement all skin tones.’

Editorial credit: lev radin / Shutterstock.com

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