Live Nation has entered into a partnership with Halsey-supported cosmetic companies about–face and af94 to create branding experiences at its venues and festivals that promote the brands. The promoter has also made an equity investment in about-face and af94 to support the growing brands.
“The Live Nation partnership will usher in a new way to experience the intersection of live entertainment and makeup,” said Halsey, who serves as the brands’ co-founder and chief creative officer. “Live Nation has given me a platform to express my vision to my audiences on stages around the world. Our future together will mean seeing the audience’s visions come to life from the crowds.”
About-face and af94 activations at Live Nation properties will include product sampling, self-directed application and a variety of virtual and actual “try and buy” integrations. Russell WallachLive Nation’s global president of media and sponsorship brokered the deal on behalf of the concert promoter.
“The partnership will also allow us to create more of our signature formulas that lean heavily into artistic colors and continue to push the boundaries of product performance and longevity,” added Jean Chavezco-founder and CIO at about-face and af94.
About-face cosmetics are vegan and cruelty-free products that have won over 10 industry awards, including Lure‘s Best of Beauty 2021 and 2022. It is also one of the leading high-growth new brands at Ulta Beauty.
Halsey launched the second brand, af94, in July 2022 with Walmart. It quickly became the retailer’s No. 1 trending cosmetics brand at over 3,000 locations nationwide.
Live Nation, which has featured both brands at Lollapalooza, has activations planned for Irving Plaza in New York, The Wiltern in Los Angeles and The Tabernacle in Atlanta, as well as upcoming music festivals Rolling Loud New York and When We Were Young in Las Vegas.