Beauty News

Just Landed: about-face

Last Updated: 10/12/2021

About Face model wearing glitter eyeshadow

Listen up Cult Beauties, this is one launch you don’t want to miss! The brainchild of none other than Halsey — an uber-talented singer/songwriter who’s not afraid to go against the grain — {about-face} is an incredibly high-performance line of ‘make up without rules’. We like the sound of that…

Working to empower self-expression via its vegan and cruelty-free formulas, the brand takes pride in being ‘clean’ — you won’t find any gluten, parabens, phthalates or synthetic fragrances here. What you will find is that each about-face hero is dripping with saturated pigment, incredibly long-lasting (like, from desk to date and back again), easy to use, buildable and made to inspire creativity. Interested? Let’s dive into the {make up} bestsellers that are going straight into our basket…


With a (surprisingly comfortable) matte finish, the {Paint-It Matte Lip Color} offers an opaque swipe of colour that promises to last all day long. Simply use the perfectly carved doe foot to apply the liquid formula — which is infused with a gentle peppermint flavour you’re bound to fall for — with expert precision.

about-face Matte Fluid Eye Paint


Coming in a range of matter-than-matte shades to suit all skin tones, the hard-working {Matte Fluid Eye Paint} features a deliciously creamy, pigment-rich formula. Lasting impressively without fading, these nifty highlighter-like eyeshadows glide on with ease — imparting rich, smooth, buildable colour in just one swipe.


Delivering a dose of natural-looking luminescence in an ever-so-handy travel-friendly stick, the {Light Lock Stick} is creamy, velvety-smooth and infused with naturally-derived olive oil for an added hit of hydration. Perfect for lovers of natural illumination, the shimmer this highlighter bestows is more ‘lit from within glow’ and less ‘explosion in a glitter factory’. We’re obsessed.


Bethan Robinson

Bethan Robinson

Senior Copywriter

Bethan is a Senior Copywriter at Cult Beauty. When she’s not trying to perfect the ultimate ‘no make up’ make up look — she swears by Saie — or find new skin care to fall for, she’s likely playing video games, making the most of her housemate’s MUBI account or strolling around Victoria Park with a pastry in hand.