About-Face, the wonder brand created by singer Halsey, has inked its first retail partnership.

The brand shall be going into Ulta Beauty, starting with the total assortment online and its Matte Fluid Eye Paint available in 550 doors, via the Ulta Beauty Sparked program. It’s launching online June 14, with the brick-and-mortar footprint to roll out throughout the summer.

For Halsey, the move was a natural fit, given their desire to make the brand as accessible to fans as possible. “It was form of a no brainer for me because I’m going to the stores so often,” they told WWD. “Makeup is an element of my job, not only because the founding father of an organization, but as a musician who does their very own makeup. When I would like to step out, I’ll replenish my [makeup] kit… they’re in suburban neighborhoods, and when I’m going I don’t really need to be Halsey, I can just be Ash, purchasing for makeup.”

The three-time Grammy nominee founded the brand last yr. The goal wasn’t so as to add to the cacophony of the celebrity beauty space, but to create products that would stand aside from their famed founder.

“I knew that the celebrity brand market was so oversaturated, nevertheless it became really obvious to me instantly that what I used to be doing was loads different than other celebrity-faced brands,” Halsey said. “I used to be meticulously developing these formulas and packaging, and treating this the best way that I treat my albums and my tours, where my hands are throughout it. I even have a really specific vision, and there’s a really specific way I need people to feel once they interact with the things I’m making.”

To that end, Halsey, who began doing their very own makeup for red carpets and tours early of their profession, knew they wanted the road to be “high-performance, but accessible.”

“It’s the identical way that I feel about records. I mainly desired to amass a community around it,” they continued.

Because it happens, Halsey’s creative processes in beauty and music aren’t dissimilar. “I’m not only making makeup for me. You’re serious about your audience. You place it out into the world and other people turn it into something of their very own. As artists, you could have to be OK with letting it go, and I learned loads about that as a musician,” they said.

Even the distribution strategy was defined by that approach. “We began truly direct-to-consumer, and I like my base demographic that already knows me to get those things I really like and imagine in,” they said. “However the brand has legs now, and it desires to run away.…Once I check with individuals who love the products but aren’t Halsey fans, that’s so necessary to me. The brand has that identity, and we’re just taking off running.”

The expansion also gives Ulta a deeper assortment within the celebrity brand space, which Dave Kimbell, Ulta’s chief executive officer, recently called out as driving growth in makeup during an earnings call with investors. This yr alone, the retailer has taken on Fenty Beauty x Rihanna, in addition to Ariana Grande’s R.e.m. Beauty.

“Our guests are highly engaged with our celebrity-founded brands and feel a private connection to the celebrity when discovering their assortment in our stores,” said Maria Salcedo, senior vice chairman of merchandising, Ulta Beauty, via email. “We all know authenticity and inclusion are necessary to beauty enthusiasts and About-Face is a chief example of a brand guests shall be excited to find at Ulta Beauty.”

“Excitement for makeup is accelerating. We’re seeing growth across all major categories including lips, eyes and face,” Salcedo continued.

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