Halsey's about-face Taps Logistics Pro for Major Retail Expansion

FRANKLIN, Mass. – March 06, 2026 – In a strategic move to power its rapid expansion, about-face, the cosmetics and skincare brand founded by singer and makeup artist Halsey, has announced a new partnership with Barrett Distribution Centers. The collaboration will see the leading third-party logistics (3PL) provider manage the brand's complex omnichannel fulfillment needs, signaling a new chapter of growth for the beauty upstart.

Operations for about-face are now live at Barrett’s Hickory Hill fulfillment facility in Memphis, Tennessee. This partnership is designed to support the brand's dual focus on its thriving direct-to-consumer (DTC) business and its aggressive push into national retail outlets.

Scaling a Beauty Phenomenon

Launched in January 2021, about-face quickly carved out a niche in the crowded beauty market with its "multidimensional" makeup designed for creative expression. Built on a foundation of performance-driven, vegan, and cruelty-free formulas, the brand initially captivated consumers through its direct-to-consumer website. This digital-first approach allowed about-face to build a strong community and brand identity, separate from the hype-driven cycles often seen in the industry.

The brand's success soon demanded a broader reach. A significant milestone came in June 2022 when about-face products landed on the shelves of Ulta Beauty, a major step into physical retail. This transition from a purely online model to an omnichannel strategy presents significant logistical hurdles, requiring a supply chain capable of handling both individual e-commerce orders and large-scale retail shipments simultaneously.

Fueling this next phase of growth is the brand's leadership. In May 2024, about-face appointed Francesca Raminella as its new CEO. Raminella, a veteran with over 25 years in the beauty industry at giants like L'Oréal, Procter & Gamble, and Revlon, was brought in to steer the brand into its "new era of growth." It's this scaling ambition that necessitates a robust and experienced logistics backbone.

A Partnership Built on Confidence and Capability

The new alliance tasks Barrett with a comprehensive suite of services from its Memphis hub, including DTC and business-to-business (B2B) fulfillment, retail compliance management, returns processing, and managed transportation. This integrated approach is critical for a brand juggling high-volume e-commerce demand with the stringent requirements of retail partners.

"As we expand our retail footprint while continuing to drive high-volume direct-to-consumer demand, Barrett's operational capabilities will make them a critical and dependable partner," said John Lown, vice president of operations at about-face. The decision to partner with Barrett was not just about capability, but also about confidence rooted in past success.

Barrett, a company with roots stretching back to 1941, has cultivated a reputation for expertise in the health and beauty sector. This specialized knowledge is crucial for handling products that often require climate-controlled storage, meticulous lot and expiration date tracking, and specialized kitting or packaging to create a premium unboxing experience.

"We're thrilled to partner with about-face, a fast-growing skincare brand with a deep product line and strong influencer base," noted Mark Healy, vice president of customer solutions at Barrett. "Their focus on quality and customer satisfaction aligns with the way we operate and our ability to scale quickly. We look forward to supporting the brand's growth by bringing its products to even more customers."

The Trust Factor: A CEO's Decisive Recommendation

In the world of high-stakes B2B partnerships, data and capabilities are paramount, but trust is the ultimate currency. The connection between about-face and Barrett was significantly solidified by a personal endorsement from about-face's own CEO, Francesca Raminella.

Before joining about-face, Raminella served as the CEO of Beauty By Imagination (BBI), another major player in the beauty space. As John Lown revealed, "Barrett came highly recommended by our CEO, Francesca Raminella... Beauty By Imagination is a long-term partner of Barrett."

This prior relationship provided about-face with a unique advantage: a proven track record. Raminella’s first-hand experience with Barrett's performance at BBI effectively de-risked the decision. It served as a powerful testament to Barrett's ability to handle the specific nuances of the beauty industry, from managing complex retail compliance programs to executing flawless DTC fulfillment. In a sector where a supply chain failure can damage brand reputation overnight, this kind of validated trust is invaluable and can streamline a lengthy and complex vetting process.

Memphis: America's Distribution Engine

The choice of Memphis, Tennessee, for about-face's fulfillment operations is a strategic masterstroke. Known as "America's Distribution Center," the city's geographical and infrastructural advantages provide a powerful competitive edge for any brand with national ambitions.

Situated in the country's heartland, Barrett's Memphis facility allows for cost-effective and rapid delivery to a vast majority of the U.S. population. The city is a logistical nexus, home to the world's busiest cargo airport thanks to the FedEx World Hub, and it is crisscrossed by seven major interstate highways and five Class I railroads. This multimodal infrastructure means that about-face can reach its online customers quickly while efficiently supplying its growing network of retail partners across the country from a single, centralized inventory pool.

For a brand expanding its physical retail footprint, this central location is key to keeping shelves stocked and meeting the demanding logistics requirements of large retailers. It allows about-face to promise fast, reliable delivery to its DTC customers without compromising its ability to serve its B2B accounts, a crucial balance for any modern omnichannel brand. This strategic positioning is fundamental to scaling efficiently and profitably in the competitive U.S. market.

The collaboration between about-face and Barrett Distribution Centers is more than just a new contract; it's a blueprint for how digitally native brands can successfully navigate the complexities of omnichannel growth. By leveraging a trusted, specialized logistics partner with deep industry expertise and a strategically located infrastructure, about-face is ensuring its operations can keep pace with its ever-expanding creative vision and market demand. This move allows the brand's leadership to focus on product innovation and marketing, confident that the physical delivery of their brand promise is in capable hands.