Launched in 2021, About-Face Beauty isn’t your typical celebrity makeup brand. Backed by Halsey, the brand leans into self-expression over mass appeal, favoring bold pigments, experimental textures, and a message that resonates with alt-beauty audiences.
While it hasn’t reached blockbuster status yet, About-Face has carved out a distinct lane that rejects beauty rules and connects deeply with a niche but loyal consumer base. For retailers and investors paying attention to shifts in beauty trends, this kind of cultural alignment and community-driven growth signals long-term potential.
Key Takeaways
Charm data shows that About-Face Beauty is growing steadily, even if it hasn’t broken into the top tier of revenue leaders just yet. With a Charm Success Score of 69.15 and a Growth Score of 59.19, the brand sits in a solid mid-range position. These scores reflect steady traction across digital presence, social media engagement, and marketplace relevance.
The brand's estimated revenue falls between one million and ten million dollars, a range that suggests opportunity for scaling especially given the strength of its audience. Social channels remain key to About-Face's positioning. The brand currently has 402,000 followers on Instagram, 194,000 on TikTok, and 16,500 on Facebook.
The growth on TikTok, in particular, reflects alignment with younger audiences and trend-led beauty culture. While About-Face may still be building momentum in sales, its fanbase and visual storytelling continue to strengthen its presence in the alt-beauty category.
About-Face Beauty has seen consistent growth in TikTok followers over the past year. Starting at 184,000 in June 2024, the brand has steadily increased its audience to 194,000 by June 2025.
The upward trend becomes more noticeable from February onward, suggesting stronger traction in the first half of 2025. This momentum shows growing interest in the brand’s content and potential for deeper engagement as it builds its presence on TikTok.
Audience insights reveal that About-Face has a strong appeal among younger consumers. The majority of its audience falls between the ages of 18 to 34, with 44 percent in the 18 to 24 range and 41 percent in the 25 to 34 bracket. This is consistent with the brand's identity as bold and experimental, which resonates with a Gen Z and young millennial crowd.
The audience skews heavily female, accounting for more than 80 percent of the base. Geographically, most of the brand’s followers are based in the United States, followed by smaller segments in the United Kingdom, Canada, Mexico, and Australia.
Top cities include Los Angeles, New York City, and Chicago, which are all major beauty and trend markets. These insights help explain the brand’s growing influence in alt-beauty circles and reinforce its positioning as a culture-driven player rather than a mass-market brand.
Charm data gives a clear picture of how About-Face Beauty fits into today’s competitive beauty market. While it may not lead to revenue, its strong connection with Gen Z, growing TikTok presence, and cult-level engagement mark it as a brand with long-term potential. Backed by Halsey’s creative identity, About-Face continues to grow within its niche, showing steady performance on social platforms and attracting the attention of trend-aware consumers.
Charm’s dataset tracks over 5 million DTC brands, offering precise insights across growth, success, social traction, and TikTok Shop activity. This enables the measurement of real progress for celebrity brands like About-Face, allowing for comparison across performance benchmarks.
Get the full breakdown on how About-Face stacks up against other celebrity-founded brands when you download the full report packed with rankings and performance data.