Live Nation Entertainment : Halsey’s Makeup Brands about-face And af94 Team Up With Live Nation To Bring Concert Fans Cosmetics Designed For Self Expression


Live Nation Entertainment, the world’s leading live entertainment company, announced today that it has partnered with Halsey’s award-winning, high-performing color cosmetics brands, about-face and af94. The Live Nation partnership offers fan experiences across all venues and festivals, encouraging individuality and make-up experimentation. Live Nation also made an equity investment to support the growing brands as they provide an outlet for creativity for fans of live music.

“Makeup and music go hand in hand. I don’t fully become Halsey until that transformative moment in front of my mirror where I set out my gear. It’s the creative before the creative,” said Halsey, co-founder and chief creative officer of brands about-face and af94. “The partnership with Live Nation will usher in a new way to experience the intersection of live entertainment and makeup. Imbued with self-confidence and freedom, each participant will have the chance to change as I have lived for a long time. Live Nation has given me a platform to express my vision to my audiences on stages around the world. Our future together will mean seeing audiences’ visions brought to life by the masses.”

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About-face and af94 will create experiences at many of Live Nation’s venues and festivals by offering product sampling, self-paced application, and a range of virtual and actual “try and buy” integrations with their long-lasting, performance-driven, highly pigmented products. According to Live Nation Fan Insights, people often experiment or refine their look for shows, with 84% of fans saying live music events encourage freedom of self-expression.

“Halsey has always pushed boundaries, broken beauty norms and disregarded public opinion to support personal forms of self-expression, and Live Nation is proud to support this through its partnership with about-face and af94,” said Russell Wallach, Global President by Live Nation media and sponsorship. “Integrating these brands into concerts and festivals encourages limitless creativity, and we’re excited to see what fans lean towards when experimenting at shows.”

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“This is a big milestone for us; we are honored to partner with Live Nation and bring about-face and af94 to millions of concert-goers each year,” said Natalie Sperling, CEO of about-face and af94 brands. “The partnership will also allow us to develop more of our signature formulas that lean heavily on artistic colors and continue to push the boundaries for product performance and long-wearability,” added Jeanne Chavez, co-founder and CIO of brands about-face and af94 .

Inspired to create an about-face when they couldn’t find high-performing makeup, Halsey set out to create promising formulas in a cool array of colors and textures. about-face is a cleanly formulated, conscious brand for vegan and cruelty-free products. about-face has won over 10 prestigious awards in various franchises, including consecutive Allure’s Best of Beauty 2021 and 2022, and is also one of Ulta Beauty’s leading emerging high-growth brands.

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Halsey also launched a second brand, af94, in July 2022 with quality, accessibility and affordability in mind. Designed for Gen Z, co-developed with Walmart and launched on over 3,000 doors nationwide, af94 is the retailer’s #1 trending cosmetics brand.

Live Nation has already included the brands at key events, launching the multi-year partnership at Lollapalooza with a U-turn glitter bar and free makeup treatments. This fall, fans have the chance to try out fun, art-inspired looks at iconic venues like Irving Plaza, The Wiltern and The Tabernacle, among many others, as well as highly anticipated music festivals like Rolling Loud New York and When We Were Young. Live Nation’s investment in the about face and af94 brands reflects the company’s deep belief in the product, mission-driven brand pillars and messages, and business potential.

about-face and af94 are both portfolio companies of Celebrands.



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