After launching their first beauty brand, About Face in 2021, Halsey is now expanding into a second venture. 

Titled AF94, it will be exclusively available at Walmart, starting July 25. The American singer announced the news on their social media handles, describing the brand as the “cute and bratty younger sibling of About Face”.

According to About Face’s Instagram, the line is a made-to-play makeup brand, which will come with clean, vegan, and cruelty-free formulae. The entire collection is under $10. It also features unique cosmetic accessories, like custom-designed face and body stickers. 

Halsey has been known to sport bold colours and transformative looks, especially for red carpet events and concerts. The new brand was developed for the Gen Z consumer and all of its 67 user-friendly products are aimed at customised to help explore and have fun. 

Speaking about it, they said, “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 colour was worth every penny. I created AF94 so that anyone and everyone can chase that rush of standing out with bold makeup but at an affordable price.”

The brand’s name comes from the initials of Halsey’s birth name — Ashley Frangipane (AF) and their birth year, 1994. Playful product names, a shade mix of bright colours and moody neutrals, and an overarching 90s mood is eminent in the entire collection, which has been curated keeping all kinds of skin tones in mind. 

Apart from Walmart, these products will also be available on its online portal, af94.com.