In an industry where transparency often takes a backseat, about-face is leading the charge to redefine beauty with clean, honest, and mindful formulations. By challenging the norm, the brand has carved a niche for itself as a beacon of integrity, offering cutting-edge products that are as safe and ethical as they are bold and innovative.
Beauty Without Compromise
At its core, about-face is committed to delivering high-performance beauty products without compromising on safety or ethics. The brand’s cleanly formulated products are made without potentially harmful ingredients like phthalates, PFAs, parabens, mercury, formaldehyde, and more. By adhering to strict standards, about-face ensures that what you see is truly what you get—a revolutionary approach to beauty that values both the consumer and the planet.
To underscore its commitment to safety, about-face adheres to European Union (EU) beauty standards, which have banned or restricted over 1,600 harmful ingredients. This commitment goes beyond industry norms, reflecting the brand’s dedication to creating products that prioritize health, well-being, and sustainability.
Certified Clean, Vegan, and Cruelty-Free
about-face doesn’t just talk the talk; it walks the walk. Every product in its collection is certified clean, vegan, and cruelty-free under Ulta’s Conscious Beauty pillars. This means no animal testing, no animal-derived ingredients, and formulations that are free from toxic chemicals and unnecessary additives.
By partnering with industry-leading certifications and adhering to rigorous ingredient guidelines, about-face empowers consumers to make informed choices without sacrificing quality or performance.
Transparency at Every Step
In a world where ingredient lists can be confusing and misleading, about-face champions transparency. The brand is upfront about what’s in its products—and just as importantly, what’s not. Shoppers can explore the full “made without” list to see exactly how about-face eliminates potentially harmful components from its formulations.
This level of transparency builds trust, ensuring that consumers can feel confident in the products they’re using. Whether it’s a bold lip color or a shimmery eyeshadow, about-face delivers peace of mind along with stunning results.
A New Standard for Mindful Beauty
about-face isn’t just a beauty brand; it’s a movement. By challenging traditional beauty norms and prioritizing safety and ethics, the brand is redefining what it means to be truly clean. This means formulating products that are not only good for your skin but also for the environment and future generations.
Every step of the about-face journey—from ingredient sourcing to product development—reflects a commitment to mindful beauty. The brand’s approach is as much about creating stunning looks as it is about fostering a deeper connection between beauty, health, and sustainability.
Elevating Beauty Standards
about-face’s mission to challenge the norm extends beyond its formulations. The brand’s campaigns celebrate individuality, inclusivity, and self-expression, breaking down outdated beauty standards and empowering people to embrace their unique identities.
By combining clean formulations with bold creativity, about-face inspires confidence and encourages consumers to take pride in their choices—both in beauty and in life.
Join the Movement
about-face is more than just a brand; it’s a promise to revolutionize beauty with products that are clean, transparent, and mindfully made. By holding itself to the highest standards, about-face invites consumers to be part of a movement that prioritizes safety, ethics, and self-expression.