Brand page · Personal Care · United States
about-face: 145K visits a month, 57 active Meta ads, Gravity score 652.
about-face — about-face is a vegan and clean beauty brand that creates high-performance makeup products for diverse skin tones and artistic expression, founded by musician Halsey. In September 2026 aboutface.com drew an estimated 145K visits, up 41% on the month before. It ranks #563 of 33,626 Personal Care brands in United States.
Updated Traffic Sept 2026Meta ads 7 Oct 2026Google ads 20 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 792 peers: Personal Care brands in United States with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
about-face is a vegan and clean beauty brand that creates high-performance makeup products for diverse skin tones and artistic expression, founded by musician Halsey.
01 · Traffic
How much traffic about-face gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
about-face drew an estimated 145K visits in September 2026, up 41% on the month before and up 2% over three months.
- Worldwide#68,669of 4.5M sites · Top 5%
- In United States#22,613of 1.2M sites · Top 5%
- Personal Care, worldwide#3,272of 215,119 brands · Top 5%
- Personal Care, United States#563of 33,626 brands · Top 5%
145K
estimated visits in September
1 mo ▲ +41.0%4 mo ▲ +2.1%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about about-face.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
about-face holds 3.9 out of 5 on Trustpilot over 4 reviews: 75% of customers give five stars and 0% one star.
Beauty Supply Store Cosmetics Store Cosmetics Industry Beauty Product Supplier
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What about-face sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
about-face sells on Shopify, 64% of its catalogue in stock. The best seller is Matte Fluid Eye Paint™, at US$18.00, followed by Shadowstick and Fractal Eye Paint.
#1Matte Fluid Eye Paint™about-faceUS$18.00In stock
#2Shadowstickabout-faceUS$15.00In stock
#3Fractal Eye Paintabout-faceUS$18.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places about-face in its comparison group.
- Average rating
- 4.61 / 5
- Rated products
- 93% of the catalogue
- In stock
- 64%
- Upper price quartile
- US$35.00
- Currency
- USD
04 · Ads
What about-face is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
about-face runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since August 2025 (image, text, video).
The $7 Edit Is Liveabout-face beauty6 Oct 2026image
The $7 Edit Is Liveabout-face beauty6 Oct 2026image
Bold Color, Built to Lastabout-face beauty6 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026HAS Beauty LLCverified
Text ad20 Oct 2026HAS Beauty LLCverified
Text ad20 Oct 2026HAS Beauty LLCverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about about-face.
The creators who tag @aboutfacebeauty on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @aboutfacebeauty on Instagram, led by Taki (201K followers, 10.7% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| TTaki@blondetaki · 🇺🇸 US | Beauty cosmetics skincare Creator | 201K | 10.7% | 9 | Tagged @aboutfacebeauty |
06 · Competitors according to Gravity
Who about-face competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for about-face among Personal Care brands in United States. The closest is maccosmetics.fr, then rem beauty, Stila, ColourPop, CATKIN, Patrick Ta Beauty.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| maccosmetics.frmaccosmetics.fr | |||||||
| rem beautyrembeauty.com | |||||||
| Stilastilacosmetics.com | |||||||
| ColourPopcolourpop.com | |||||||
| CATKINcatkin.com | |||||||
| Patrick Ta Beautypatrickta.com |
07 · Company
The company behind about-face.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
about-face is a company based in Los Angeles, United States, founded in 2021 according to LinkedIn, on a domain registered in September 1997. It employs about 111 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States · Los Angeles
- Founded
- 2021, per LinkedIn
- Domain registered
- 9 Sept 1997
- Share capital
- Data not available
- Status
- Operating
- President
- Data not available
- Activity code
- Data not available
- Employees
- 111 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- aboutface.com · Shopify · USD
- Catalogue
- 131 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about about-face
What people ask Google about about-face.
10 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is about-face legit or a scam?
According to Gravity by Benchr, about-face is a brand based in Los Angeles, United States: its website has existed since September 1997, it sells on a Shopify store, it employs 111 people on LinkedIn, it has 427,499 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What does about-face sell?
about-face is a vegan and clean beauty brand that creates high-performance makeup products for diverse skin tones and artistic expression, founded by musician Halsey. Gravity by Benchr classifies it under Personal Care, with Cosmetics making up 49% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
Is about-face expensive?
about-face's best seller, Matte Fluid Eye Paint™, sells US$18.00 on aboutface.com. 64% of the catalogue is in stock. Gravity does not track prices daily: check aboutface.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
about-face promo code
Gravity by Benchr does not collect discount codes. What Gravity observes: about-face advertises on Facebook and Instagram and on Google, where its offers often run. Check aboutface.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where can I buy about-face?
about-face sells on its own website, aboutface.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who is behind about-face?
Gravity by Benchr records a company based in Los Angeles, United States, founded in 2021 according to LinkedIn, on a domain registered in 1997, with 111 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is about-face doing well?
Yes. Gravity by Benchr estimates about 145,000 visits to aboutface.com in September 2026, up 41% in a month and up 2% over three months. about-face ranks #563 of 33,626 Personal Care brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does about-face use?
Gravity by Benchr identifies aboutface.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. It advertises through Meta and on Google since August 2025. Source: Gravity by Benchr platform and advertising records, November 2026.
How much does about-face spend on Meta ads?
Gravity by Benchr does not publish a spend figure for about-face on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Personal Care brands in United States?
Among Personal Care brands in United States in the Gravity by Benchr index, about-face ranks #563 of 33,626 by estimated traffic. Its closest competitors on the same market are maccosmetics.fr, rem beauty, Stila, ColourPop, CATKIN. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with about-face.