Here's everything you need to know about the line.

Another day, another celebrity beauty line. Today, Halsey announced About Face, a vegan and cruelty-free line of colour cosmetics. The singer/songwriter, whose real name is Ashley Frangipane, is the latest person in a long, long line of celebs (Jennifer Lopez,Selena Gomez, Lady Gaga and Rihanna, to name just four) in launching her own beauty product line.

“Makeup is an art and art is about happy accidents, not any one ideal of perfections,” said Halsey in a statement. “I always feel the most free when I am creating looks without following nay rules. The beauty industry has norms, but I want to encourage people to challenge those standards and allow things to be imperfect and fun.”

“Many of you may already know that I have done my own makeup for concerts, red carpets, magazine covers, and music videos alike for a long time,” she added, in an Instagram post. “It is one of my greatest loves, but I have always stood firm in the belief that makeup is about feeling cool—not looking perfect. I have worked tirelessly on this for years with an incredible team and i hope you feel my DNA all over it.”

The first About Face drop will include 40 products, from highlighters to lip crayons and eyeshadow sticks, all with a focus on high-intensity colour. The line was developed alongside the creators of Smith + Cult, Hard Candy and Goldie.

All About Face products are free of parabens, gluten and synthetic fragrances.  “I have an autoimmune illness, so I’m very sensitive to what goes on my face,” she told Byrdie, of her reasoning behind the formulation choice. “And a lot of my audience, they’re really young, and I just don’t want anyone putting stuff on their face that’s going to hurt them down the line.”

About Face will launch on January 25.  The line is currently available for purchase through the brand’s website – and yes, it ships to Canada (we checked) – and through a year-long partnership with Ipsy.