About-Face was founded on self-expression and individualism―the idea that no one person is the same as the next, and we are all complex, multidimensional human beings. And because of that, no one person should feel like they "should" or "have" to look a certain way. Rather than telling consumers how to wear their makeup, About-Face is built on the idea of inspiring anyone and everyone to break staid beauty rules and to create their own rules by expressing themselves however they choose.
Throughout all product development, campaign ideation, and planning, About-Face focuses on working with models (150+ to date), influencer partners, and community members alike who are diverse and truly showcase a wide range of genders, ethnicities, and skin tones. We provide our community with artistic inspiration on how to use our products, but we truly give all the power to the consumer in how they want to create.
We consistently want to provide a safe space for all individuals to freely express however they want to. This authentic self-expression―which is the original inspiration for the impetus of this brand―is the same inspiration that fuels our work every day, within our product innovation, community engagement, and social interaction. About-Face beauty is made for everyone, everywhere―no exclusions, no rules, and no beauty standards. Be who you are today, which can look different than yesterday. It's true freedom in exploration, creativity, and play with makeup.
Founded: January 2021
Leadership:
2023 Full Year Expected Revenue Range: $20 to $30 million (estimated by industry experts)
Categories: Color Cosmetics
Distribution Channel: Prestige
Funding: Venture Capital
Notable Investors: Celebrands
What are some of your key business initiatives for 2023?
As About-Face expands its exclusive partnership with Ulta Beauty, the brand’s focus is to continue innovating highly pigmented, first-to-market formulas with unique delivery systems. In developing the brand’s portfolio, we have uniquely original formulas launching in 2023. Without saying too much, these products remain true to the About-Face ethos―wildly colorful, infused with efficacious ingredients, and new to the industry.
What are you most proud of having accomplished?
Our biggest accomplishment has truly been building a like-minded team.We’ve been lucky enough to cultivate an organization with individuals who all carry the same entrepreneurial spirit and harmoniously work together in growing this brand. It’s a really unique mix of cross-functional skills. Our brand is a mix of beauty veterans (with OG Indie brand founders from the '90s), strong creatives and innovators, and incredibly talented individuals who push the envelope and work tirelessly to achieve the high goals we all set for ourselves and the company. We’ve also been fortunate enough to find long-term relationships with niche labs in partnering together to create some of the most innovative formulas in the market.
What has been the biggest surprise since the brand was founded?
Our biggest surprise is the most wonderful surprise―the beloved artistic community that has formed after the launch of our original collection. It’s incredible to see so many influencers, editors, and consumers alike create and play with our makeup in such expressive ways. It really has been such an incredible experience to watch.
The impetus of this really special community was actually the result of our Matte Fluid Eye Paint launch―the award-winning, fan-favorite product among friends, fans, and makeup lovers. Shortly after we dropped this product, the positive sentiments exploded, and it quickly rose to be the highest ranking product in our portfolio. In 2021, Matte Fluid Eye Paints won Allure Best of Beauty, and to our very pleasant surprise, we won a second Allure award in 2022 for Line Artist Gel Eyeliners.
With the launch of these products, we tapped into an entire makeup artistry group within the beauty community, where editors, influencers, pro makeup artists, and passionate beginners all started to bring their own personal visions of authentic artistry to life. Our consumer base consistently demonstrates unique and creatively vibrant looks that represent their true selves, moods, and personalities, and we are consistently impressed by our entire community as we watch it grow. It’s been both the biggest surprise and gift in itself to witness.
What aspect of your brand DNA fuels your competitive advantage?
We like to achieve what could be considered impossible to others. And for us, this historically yields the best type of results. It’s truly a thrill-seeking type of team where no limits exist, and any new project, task, or idea that comes our way, we excitedly take it on.
Please share your insight on the future of the beauty industry.
The product will always be the biggest piece to an ever-changing industry. You have to have a story behind the product, but at the end of the day, it's the formula that will carry the brand further to continued success. There is a freedom in the creative process of innovating original formulas that are efficacious, clean, and vegan. The consumer is smart, knows what ingredients are, and what they mean, so as beauty professionals, we all have to stay inspired by what we’re doing. You need the inspiration to stay unique in the beauty industry. And in turn, taking that knowledge and inspiration to mentor the future beauty business leaders is just as important.
What is the best piece of advice you’ve been given?
Success is a test of respect, creativity and inspiration―in all aspects of what you do. That’s how you build a team. You have an open mind to all ideas that are brought to the table and always remain curious in learning more from other people and the industry.
Paying it forward, what advice would you give to someone contemplating launching a beauty brand?
Follow your inspiration. It all truly begins there. Once you have that foundational, inspired idea that you feel truly passionate about, you just have to do everything in your power to make it happen. Once you have the inspired idea, work to “become the consumer.” I read this many years ago, and it was a great reminder to always stay as immersed in the industry as possible. It’s so important to stay up to date on everything going on in the beauty world, remain curious, and always be open to learning more.
If you could change one thing in the beauty industry what would it be?
Every beauty brand transitioning to carry all vegan and cruelty-free formulas.
