Halsey’s new Af94 beauty line is coming to Walmart next week

Ashley Frangipane, professionally known as Halsey, is launching a second beauty brand, af94, at Walmart next week.

The line, which debuts on July 25, includes a full color collection for eyes, lips, cheeks and body. The new brand also offers cosmetic accessories, including personalized face and body stickers. The artist-formulated products are all brightly colored, high-performing, and priced at an accessible price of $10 and under.

Available exclusively at Walmart, af94 will be sold in approximately 2,900 doors nationwide, as well as on Walmart.com.

The name is an amalgamation of Halsey’s initials (AF) and year of birth (1994).

Halsey’s first line is About Face. It expanded distribution to stores, including Ulta.

By co-developing the brand with Walmart, Halsey will tap into a new consumer base, according to the artist.

“After listening to feedback received from fans and friends, I wanted to create another self-expression line that was less expensive with a broad reach,” Halsey said, “which is why we’re so excited to launch this new collection with Walmart. . I hope wearing this makeup look, no matter what, inspires you to break the rules of beauty and color outside the lines.”

Focused on affordability, without compromising product, color and efficacy, af94 was developed for Gen Z consumers and beauty novices, according to Halsey.

“Walmart is committed to making beauty accessible to all of our customers, and we’re excited to add af94 to our growing line of affordable, inclusive, and quality beauty products,” said Creighton Kiper, vice president of merchandising for beauty, Walmart US. “Our assortment reflects the changing interests of shoppers and we are proud to partner with Halsey, someone who has built a platform on inclusivity, to develop a brand that will resonate strongly with our customers.”

The af94 starter line includes 12 bespoke products, ranging from velvety eye shadow pencils (Shadowboxer), creamy matte lipsticks (Majorly Matte), multi-use cheek and lip tints (Playdate), biodegradable makeup remover wipes (Friendly Rewinder), colorful face and body stickers (Joystickers) and more.