About Face is a beauty brand from singer/songwriter and multimedia artist Halsey that feels effortlessly energizing. The packaging design, created by the design agency Concrete, is dynamic and refreshingly futuristic. Each packaging design feels unique, but it all smoothly fits together. The entire line feels as eclectic as Halsey’s art, perfectly representing the existing brand identity.
Award-winning singer/songwriter and multimedia artist Halsey is a rare celebrity whose always done her own makeup. When she decided to launch her own cosmetics line, she turned to Concrete to create the brand. Known for being unapologetically herself and encouraging her fans to do the same, Halsey’s About-Face empowers customers to use makeup in their own way, without the rules of traditional beauty standards, revealing their inner chameleon selves.
Concrete developed an ever-changing identity where core brand elements can be remixed, rearranged and reinvented with each new product drop. The packaging portion of this system also allows the logo, design language and packaging elements to adapt to each launch’s unique creative expression. All secondary packaging is either recyclable or compostable (including the mylar bags). For the brand’s first line of products Concrete created a custom design for the Light-lock packaging, setting the tone for future releases.
About-Face’s launch in the spring of 2021 generated press coverage across beauty and fashion publications. Post-launch, About-Face has gone on to be a commercial and critical success. As Concrete and Halsey continue their work together on new product launches, the packaging system has allowed the brand to stay dynamic and engage its audience.
