Every Product in Halsey’s New Makeup Brand Is $10 or Under

Halsey has shown time and again that they’re an amazing musical artist. But once they brought their initial makeup line, About-Face, to the table in 2021, they proved they’re also a force to be reckoned with in the beauty industry. The brand’s vivid eye paints and inky matte lipsticks are something out of a technicolor dream, and the formulas are so impressive that About-Face nabbed a Best of Beauty Award the same year it launched.

Well, Halsey is far from finished with their makeup empire, because they have a new $10-and-under cosmetics line under their sleeve, af94. The singer’s latest venture into beauty launches today, July 25, and is exclusive to Walmart, a retailer they chose to partner with in order to make af94 an affordable, easily-attainable brand, according to a press release sent to Allure. “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, which is why we are so excited to be launching this new collection with Walmart,” Halsey said in the press release. “I hope wearing this makeup, however that looks for you, inspires you to break beauty rules and color outside of the lines.”

According to the press statement, af94, which is an amalgamation of Halsey’s initials (A.F.) and birth year (1994), is going to be filled with affordable cosmetics for your eye, lip, cheek, and body routines. The line will have a grand total of 67 easy-to-use beauty products, including everything from glitzy face gems to shimmery eye shadow sticks. 

With that being said, the brand will initially launch on Walmart’s website and brick-and-mortar stores with 12 playful products. According to an exclusive interview with Teen Vogue, Halsey notes there’s a lot to be excited about, including cosmetics with vast shade ranges for different skin tones and formulas made with skin-nourishing ingredients like hydrating hyaluronic acid and moisturizing cherry butter.

af94 Shadowboxer Eye Crayon

af94 Push to Start Volumizing Mascara

Currently, you can grab 10 sparkly shades of af94’s Shadowboxer Eye Crayons, including a vibrant Sapphire Blue and shimmery Champagne Pearl. These creamy crayons glide onto your skin with their lightweight, velvety formulas — and they have buildable coverage, so feel free to layer them on for an intensified eye look.