Halsey: About-Face

Pop star Halsey launched About-Face in January 2021 with a heavy focus on highly pigmented, counter-culture liquid eye paints and multi-use cosmetic sticks. While the formulas won several industry awards, the brand's original parent incubator, Creative Beauty Brands, ran into severe operational cash-flow problems by the end of the year. The sudden loss of primary backend financial backing forced the singer to completely restructure the company's internal equity, leading to a long, messy legal battle behind the scenes to regain independent control of her brand.