Look like a million bucks — for just a few

AF94 from About-Face offers 13 products that are a hit with users on budget

Ashley Frangipane, better known as Halsey, has made a huge splash in the makeup industry with their colorful brand About-Face. The New Jersey native, who uses she/them pronouns, launched the mid-end brand in January 2021. 

Their Fluid Eye Paints and Line Artist eyeliners have already received the coveted Allure Best of Beauty Award. By boasting a creativity-driven campaign that celebrates artististry through makeup, About-Face has garnered 327k followers on Instagram.

The products range from $13-$18 each for a single full-size product. This is on the affordable side of mid-end makeup, but I am a broke college student who only does fun looks once a week. I can’t justify carelessly dabbling in the brand as much as I would like to. 

However, with drugstore makeup continuing to improve, I usually forego any FOMO. So many low-end products can now hang with the pricier must-haves for way cheaper. A huge disparity still exists in quality when observing colorful makeup though. 

Now enter About-Face’s new sister brand, AF94, that launched in July. Found exclusively at Walmart for $10 or less each, they are helping to fill the gap in editorial drugstore makeup. With only 13 products in their lineup so far, they pack a punch with standout formulas that are reminiscent of About-Face’s quality. All products from both lines are not tested on animals and are vegan too. 


Backline: an $8 liquid eyeliner. I purchased Sum1 New, a dark navy, and Vaporized, a black with silver shimmer. These make cat eyes and graphic looks simple by being highly pigmented — which means you won’t have to go over it again and again. They stay put even when my watery eyes start to tear up throughout the day. 


*69: an $8 gel eyeliner. I got this in Atomic which is a turquoise hue, fit for a mermaid. This has been my go-to bold liner because it somehow pairs well with lots of other colors. It glides on easily and can be used as a liner or a smudged-out shadow — just blend quickly because once it sets, it is set. 


Push To Start: a $10 volumizing mascara. I got the bright blue shade Bada-Bing and it really revs my engine, if you know what I mean. (I don’t know what I mean either, but just go with it.) It applies opaque even over dark lashes. Unfortunately, it dried out quickly, which has happened with other color mascaras I have tried. I added two drops of my regular eye drops and haven’t had issues since then. I removed a star from my rating for this reason alone.


Playdate: a $9 multi-use cheek + lip color stick. I got the shade Savor which is a nude pink color that makes me look like I have been in the sun all day. It is great for a five-minute, grab-and-go makeup look before work or class. The color fades eventually, but it lasts the better half of the day. For only five shades, the color selection is surprisingly diverse. 


Scribble Stick: an $8 glossy lip crayon. I bought this in French Disko, a warm brownish pink. It is hard for me to find lip colors I like, but I love this one. It is a great “my lips but better” shade that can turn into a darker sultry color by applying more. It has a light moisturizing gloss that isn’t overbearing or sticky. A heads up: It requires sharpening with a jumbo sharpener.

AF94 promotes experimentation with makeup beyond the typical natural look. The formulas are some of the best from the drugstore I have tried. Even when a product lacked something, there was still something else about it that made me excited to use it again. With daring colors that resist fading and are easy on your wallet — go ahead and play.

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