February 06, 2023

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Halsey’s Music Success Takes On Beauty with “af94”

Ashley Frangipane, professionally known as Halsey, announces a second beauty brand, "af94," launching exclusively at Walmart on July 25.
Halsey developed af94 exclusively with Walmart targeted at Gen Z and launching at 2900 doors as well as Walmart.com.

Ashley Frangipane, professionally known as Halsey, launched a second beauty brand, af94, exclusively at Walmart.

What is af94?

The af94 name is a compound of Halsey’s initials (A.F.) and birth year (1994). The collection is a nostalgic nod to the 90s– a decade known for fearlessness, self-expression, and spontaneity– through its playful product names and mix of bright colors and moody neutrals shades

In a statement, Halsey said, “I’ll always remember being 15 years old and saving up to buy my first eyeliner. It was electric blue and a big purchase for me at the time, but the thrill of wearing such a bold color was worth every penny. I created af94 so that anyone and everyone can chase that rush of standing out with bold makeup but at an affordable price.”

af94 was developed for the Gen Z consumer and beauty novices alike. The 67 user-friendly products range from velvety eyeshadow crayons, creamy matte lipsticks, multi-use cheek/lip tints, biodegradable makeup remover wipes, and colorful face/body stickers. Its aim? To inspire discovery, exploration, and fun.

The brand focuses on affordability, without compromising product performance. After listening to feedback from her first beauty line, About Face, the singer “wanted to create another self-expressive line that was lower-priced with a wide reach.” Naturally, Walmart was the perfect distributor for the second brand, af94, priced at $10 and under.

Halsey Career Highlights

Halsey amassed more than 31 billion combined global streams over four albums (and many singles). This feat includes more than 12.5 billion U.S. streams and selling nearly 17 million adjusted album units worldwide. Halsey’s sophomore album, Hopeless Foundation Kingdom (2017), debuted at No.1 in the U.S. with 106,000 sales in its first week, becoming her first No. 1 album.

Since her debut, the 27-year-old released nine Gold singles, 11 Platinum, seven Multi-Platinum, and one Diamond. With The Chainsmokers, their song “Closer” is certified Diamond in the U.S. In May 2020, Halsey Surpassed 50 Million RIAA-certified units.

However, Halsey continues to push her creative boundaries beyond music. Her first book, I Would Leave Me If I Could: A Collection of Poetry, debuted on The New York Times Best Sellers list in November 2020. TIME named her one of the 100 Most Influential People of 2020.

The singer has won over 20 awards, including an AMA, MTV VMA, GLAAD Award, and a CMT Music Award. But, Halsey also earned the prestigious Songwriters Hall of Fame’s Hal David Starlight Award. Also, Halsey uses her platform to enact change on a political scale by advocating for important causes such as disenfranchised youth, women’s rights, mental health, and the LGBTQ+ community.

What do you think of Halsey’s career highlights, including her new beauty brand, af94? Let us know in the comments!

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