Halsey Is Bringing Free Makeup Touch-Ups to a Music Venue Near You
Halsey and Live Nation Entertainment are bringing the ultimate makeup experience to a concert venue near you. The world's leading live entertainment company has just announced a partnership with the singer's award-winning, high-performance cosmetic brands about-face and af94 to offer fans "try-and-buy" beauty opportunities across venues and festivals.
The partnership comes after Live Nation set up an equity investment plan to support Halsey's growing brands, in line with its aim to provide live music fans with an outlet for creativity. Research conducted by Live Nation showed that 84% of fans see live music events as the perfect occasion to experiment with fun, art-inspired makeup looks. As a result, the brand aims to encourage self-expression and freedom, through a new initiative which will include self-guided application workshops and a range of virtual and physical "try-and-buy" activations with the long-wear, highly pigmented products.
Halsey fans who attended Lollapalooza were fortunate to try the about-face exclusive glitter bar and received complimentary makeup applications. Coming back this fall, guests will have the opportunity to get festival ready looks at designated about-face and af94 spaces. Venues include Irving Plaza, The Wiltern, and The Tabernacle, to name a few, and anticipated music festivals, Rolling Loud New York and When We Were Young.
"Makeup and music go hand in hand. I don't fully become Halsey until the transformative moment in front of my mirror, where I lay out my kit. It's the creative before the creative," said Halsey in the exclusive press release. "The Live Nation partnership will offer a new way to experience the intersection of live entertainment and makeup. Infused with confidence and freedom, everyone in attendance will have the chance to transform in the way that I have long lived to do."
Watch this space for more news to come on the exciting partnership. In other news, check out the best hair and beauty trends from London Fashion Week SS23.
