About Face

About Face is a new makeup brand that celebrates diversity and self-expression. Their high-performing, vegan and cruelty-free formulas are built to last, providing customers with the tools for ultimate self-exploration and expression. Whether you're a makeup novice or a seasoned pro, About Face has something for everyone.

Category
Beauty
Specialty
Socials
85
/
100
DTCetc Score
Brand Tags
Clean
Zero-waste
Asian Owned
Diverse Brand
Emerging Brand
Immigrant Founders
Influencer Approved
Creulty Free
Cruelty Free

DTCetc’s Take

About About Face

About Face is a makeup brand founded in 2021 by a team of diverse and artistic individuals. Based on the belief that no one is just one thing, About Face creates makeup made with integrity and intention for all stages of life. Their high-performing, richly pigmented formulas are built to last, providing customers with the tools for ultimate self-exploration and expression. All products are vegan and cruelty-free, and the brand is committed to celebrating every version of us, including the messy, mad, and personal methods we take to become our greater selves. Whether you're a makeup novice or a seasoned pro, About Face has something for everyone.

Who Shops At Name

Customers who value diversity, self-expression, and ethical beauty products would greatly appreciate About Face. These customers are looking for makeup that is made with integrity and intention, and that allows them to explore and express their unique selves. They prioritize products that are hardworking over hype, and that celebrate every version of themselves. About Face aligns with these customers' values because it is built on the truth that no one is just one thing, and that everyone has their own messy, mad, and personal method to becoming their greatest selves. Additionally, About Face's products are vegan and cruelty-free, which aligns with customers who prioritize ethical and sustainable beauty practices.

What customers love about About Face

Here's what shoppers have to say:
  • The product is easy to apply and the color is appreciated.
  • The matte fluid eye and lip paints are impressive as they do not smudge after drying.
  • This product is suitable for customers who prioritize using eco-friendly items.
Cons
  • Availability of products can be inconsistent, making it difficult to purchase.
  • Some products may require more skill to use effectively, resulting in less than desirable results.
  • The application process for certain products may be more challenging than expected, leading to a less polished look.

About Face's Shipping Policy

About Face is a beauty brand that currently only ships to the continental U.S. However, international customers can find their products at Beauty Bay and Cult Beauty. The brand is working on resuming international shipping and will notify their community once it is available. Domestic orders over $30.00 trigger free shipping, and orders must be placed by 12pm EST to start processing on the same day. Processing typically takes 1-2 business days, and orders usually arrive within 5-7 business days once fulfilled. However, orders placed during high-order velocity periods may experience a delay in processing times. International orders typically arrive within 14 business days from the time of fulfillment, and customers should keep an eye on the time listed at checkout and their dynamic tracking information.

About Face's Return Policy

About Face offers a 30-day return policy for customers who are not completely satisfied with their product. To initiate a return, customers can visit the returns page on the website or contact customer service directly for assistance. Physical returns will only be issued as store credit, and green returns are subject to customer service's discretion. Exchanges can only be made for bags and clothing items. Sale or discontinued items, such as bundles and sitewide sales, are not eligible for refunds. The brand is environmentally conscious and encourages customers not to send back their products after processing a return. Return restrictions may apply, and exclusions may exist. No information is provided on the time it takes to process a return.
DTCetc Bottomline
Target Audience
Young Adults
Stereotype
Tech-savvy
Pricing Rating
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70
This brand offers products that are on the pricey side.
Sustainability Score
90
/
100
This brand offers products that are on the pricey side.
Quality Score
85
/
100
This brand offers products that are on the pricey side.
DTCetc Score
89
/
100
This brand offers products that are on the pricey side.
Target Audience

Diverse, expressive, ethical

Stereotype

Artistic

Pricing Rating
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Sustainability Score
90
/
100
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Quality Score
85
/
100
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DTCetc Score
89
/
100
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About Face on Socials

View this profile on Instagram

About Face (@About Face) • Instagram photos and videos

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