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Af94 launched in roughly 2,900 Walmart stores today, as well as online. The brand prioritizes vivid colors (products include face and body stickers, multi-use lip and cheek balms, and lip crayons). And accessibility: everything is under $10.
Halsey's first brand About-Face launched in 2021, at a slightly higher price point.
"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," Halsey said in a statement.
They added: "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."
"I created af94 so that anyone and everyone can chase that rush of standing out with bold makeup, but at an affordable price."
Af94 (which takes its title from Halsey's real name Ashley Frangipane and their birth year 1994) is labeled as cruelty-free. The brand states on its website: "We love all of Earth's creatures in every form. We do not + will not ever test on animals."
Cruelty-Free Kitty recently reached out to verify this claim.
The brand confirmed that it has similar policies and manufacturing processes to About-Face, which is certified as cruelty-free by PETA's Global Beauty Without Bunnies program.
About-Face does not work with suppliers that test on animals, nor does it sell in markets where animal testing is required by law.
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