American singer/songwriter Halsey has ventured into the beauty industry, launching her cosmetics brand, about-face, January 25, 'celebrating the many facets and forms of expression that live in each person' whilst embodying her personal style and love of diverse beauty.

The Without Me hitmaker, known for creating and applying her own makeup for performances, editorials and music videos, said 'Makeup is an art and art is about happy accidents, not any one ideal of perfection. I always feel the most free when I am creating looks without following any rules. The beauty industry has norms, but I want to encourage people to challenge those standards and allow things to be imperfect and fun'.