Pop sensation Halsey is once again breaking into the beauty industry with the announcement of their second beauty brand, af94.

Stemming from the initials of Halsey’s real name, Ashley Frangipane, plus the year they were born, af94 was designed to bring together affordability, inner boldness and quality cosmetics. With an exclusive partnership with Walmart, af94 will launch online and in stores on July 25.

“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,” Halsey said. “I created af94 so that anyone and everyone can chase that rush of standing out with bold makeup, but at an affordable price.”

With a magnetism to bold colors and artistic expression, Halsey has created a 67 product cosmetic line to guide consumers on a path of discovery and exploration. Through the perfect mix of powerful colors and classic neutrals, af94 strikes the balance between imaginative and moody—the embodiment of their birth decade.

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Like Halsey’s first beauty brand, about-face, af94 is 100 percent vegan and cruelty-free, and the products are cleanly formulated. By infusing protective elements of skincare into their cosmetic products, af94 gives your skin a flawless look while actively protecting it from future breakouts.

In line with af94’s fun-first initiative, their starting lineup features dreamy velvety eyeshadow crayons called “Shadowboxer” and colorful face and body stickers called “Joystickers” to add some extra pizzazz to everyday looks. You’ll also find creamy matte lipsticks, cheek and lip tints, biodegradable makeup remover wipes and more.

Named as one of Time's 100 Most Influential People of 2020, Halsey designed af94 to inspire self-expression and ensure inclusivity by creating a wide range of skin tone shades to satisfy all customers’ needs and by marketing their collection as makeup for everyone.

“I hope wearing this makeup, however that looks for you, inspires you to break beauty rules and color outside of the lines,” Halsey said.

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