Are you looking for something new for your makeup routine? A touch of color, playfulness, or creativity?
Or perhaps you've already heard of those liquid eyeshadows that really last and last…?
Either way, about-face has earned its hype! This brand, known for creating viral products, has come to bring playfulness back into makeup, which can sometimes be forgotten in the rush of everyday life.
Pale shades and normalcy are not about-face's thing. Instead, this brand rocks strong pigments, amazing glitter, and shades across the entire color spectrum.
Step into the colorful world of about-face and discover your new favorite products!
Bold colors and innovative formulas: this is about-face
The American brand about-face was born in 2021 when pop star and self-taught makeup artist Halsey wanted to create something special. The result was a makeup brand that challenges traditional beauty perceptions and encourages experimentation and playfulness.
At the core of the brand is the idea that none of us are just one thing – we are complex, layered, and beautiful just as we are.
Colors, glitter, and makeup play are not reserved for a specific group of people or age groups, but everyone is allowed to unleash their creativity!
The boundary-breaking philosophy is particularly evident in about-face's liquid eyeshadows, which have gone viral due to their amazing longevity and innovative formula. They are a perfect example of how one product can create something striking and new without needing the skills of a professional makeup artist.
About-face:
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Founded in 2021 in the United States by pop star Halsey.
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Vegan and cruelty-free product range.
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A wide and growing selection: including liquid eyeshadows, foundations, blushes, multi-purpose makeup pencils, and other innovative products.
Makeup bag must-haves, or get to know these about-face makeup treats
Matte Fluid Eye Paint – bestseller, the truly long-lasting liquid eyeshadow
Matte Fluid Eye Paint is a liquid matte eyeshadow that delivers intense pigment that lasts from morning to night.
If you're frustrated with eyeshadows that crease by afternoon, you're in the right place!
Why is Matte Fluid Eye Paint amazingly good, if not the best liquid eyeshadow?
- Applies lightly and easily: easy to blend with just your fingers or an eyeshadow brush.
- Dries quickly (but not too quickly) to a completely matte finish.
- Lasts and lasts: no fallout, no creasing, no fading.
- Versatile: use as eyeshadow or eyeliner.
- Works for an everyday or party look.
Choose your shade and say goodbye to boring eyeshadows!
Tip: You can also use liquid eyeshadow as eyeliner to create graphic lines. Only your creativity is the limit!
Fractal Glitter Eye Paint, liquid glitter eyeshadow
As effortless and long-lasting as matte eyeshadow, but radiant! Fractal Glitter Eye Paint adds stunning shimmer to your makeup with just one swipe.
The easily applied eyeshadow is easy to blend. You can use it all over the lid, for highlighting, or to add shimmer over matte shades. The playground is yours!
See all shades and find your glow!
“Applies effortlessly and stays on the lids all day” Tiina R
Holographic Eye Paint, liquid and multidimensionally shimmering eyeshadow
A holographic eyeshadow that captures attention! The color changes and shimmers beautifully with varying light. The effortlessly applied and lightweight formula is long-lasting and gorgeously shimmering.
“Applies really well and is durable.” Tuulia J.
The Performer Foundation – cushion-style foundation
This super-popular foundation leaves a natural, semi-matte finish. The lightweight foundation can be layered for stronger coverage without the result looking heavy.
The foundation, promising up to 12 hours of wear, also contains plenty of nourishing ingredients that support balanced and radiant skin.
Shade selection is made easy by dividing shades into warm, cool, neutral, and olive.
“Just the right light shade.” Johanna S.
Cheek Freak Blush Balm – creamy blush in fresh shades
This creamy blush applies velvety soft and brings a beautiful, natural shade to your face that brings your face makeup to life.
The cushion-style formula applies effortlessly to the face, and also allows for layering for a more intense look. The blush contains skin-care ingredients, such as hyaluronic acid.
Scroll through all blush shades here and fall in love!
Smokestick – a handy dual-ended eyeshadow pencil
An easy way to create a classic smokey eye look? Your wishes have been granted!
Smokestick is a dual-ended eyeshadow pencil that makes creating a smokey look effortless.
One end of the pencil is a creamy eyeshadow that creates a soft base. The other end is a powdery applicator that allows you to easily blend and layer the color. Together, they create a perfect smokey look that lasts from morning to night!
Explore the entire about-face collection and find those highlights that inspire you to experiment, play, and express yourself – just as you are.
You might also be interested in: Build your own eyeshadow palette: discover Lethal Cosmetics
