Grammy-nominated singer Halsey will release their latest beauty brand, af94, at Walmart on July 25—offering an affordable line that is accessible to a larger audience.
af94 will consist of 67 products in the categories of eye, lip, cheek and body, but its starting lineup will debut with 12 products. It will feature velvety eye shadow crayons, creamy matte lipsticks, multiuse cheek and lip tints, biodegradable makeup remover wipes, and colorful face and body stickers.
The brand’s products will feature playful names and a shade mix of bright colors and moody neutrals. In addition, af94 products are vegan, cruelty-free and cleanly formulated. Long-lasting performance benefits and skin care ingredients are infused into the products.
af94 is Halsey’s second beauty brand. The award-winning singer introduced their about-face makeup line in January 2021.
Halsey developed af94 with Walmart to tap into a wider consumer base, including Gen Z. Unlike Halsey’s higher-priced about-face makeup line, all of the af94 products will be priced at $10 and under. They will be available exclusively at 2,900 Walmart stores across the country, as well as on Walmart.com and af94.com.
Halsey, a self-taught beauty expert and makeup artist, named the brand as an amalgamation of their legal name’s initials (Ashley Frangipane) and the year they were born. They developed the collection with a nostalgic nod to the 90s, a decade known for fearlessness, self-expression and living in the moment, according to Halsey. The brand’s products will feature playful names and a shade mix of bright colors and moody neutrals.
“I’ll always remember being 15 years old and saving up to buy my first eye liner. 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 says. “I created af94 so that anyone and everyone can chase that rush of standing out with bold makeup, but at an affordable price.”