about-face

Award-winning singer/songwriter and multimedia artist Halsey is a rare celebrity who does her own makeup. When she decided to launch her own cosmetics line, she turned to Concrete. Known for being unapologetically herself and encouraging her fans to do the same, Halsey’s about-face empowers customers to use makeup in their own way without the rules of traditional beauty standards, revealing their inner chameleon selves. Concrete developed an ever-changing identity system where the core brand elements can be remixed, rearranged and reinvented with each new product drop.