FEATURE: INTERVIEW WITH JEANNE CHAVES

-By Tashi Jade Bell

Ifirst met Jeanne Chavez around 2017. Jeanne was in Sydney to promote one of the other brands that she co-created, “Smith & Cult”. I was already a huge fan of Jeanne’s work before I even met her and learned that she had co-created Hard Candy and Smith & Cult - two brands that I was obsessed with. We kept in touch over the years and when Jeanne first asked me if I wanted to try some products from her latest co-creation, about-face beauty, with singer Halsey, I said “of course!”, knowing that I would absolutely love it. I am in love with about-face beauty (launched in 2021) which is available on Cult Beauty and Beauty Bay, as well as their online web-store and hopefully coming to Australia soon. I sat down with Jeanne recently to catch-up on about-face beauty and what it is like being such a prolific creator of beauty brands.

I have always been beauty obsessed. Even as a high school and college kid, I was always the one offering to do everyone’s hair and makeup. Honestly, I even still do that today if I strike up a conversation with someone at a club or restaurant – I’m always ready to share whatever is in my makeup bag! After college, I went to beauty school, so I could learn everything about the cosmetic industry. My first job out of school was for a luxe, French skincare brand, and I grew to be just as obsessed with skincare as I was with makeup.

One day in the mid-90s, a Nordstrom executive introduced me to a girl, Dineh Mohajer, who was making nail lacquers for her friends and selling limited-edition shades at Fred Segal. We met and quickly connected on our similar life goals. From there, we formed a business partnership and agreed to launch a brand together, which remarkably happened just three months later, becoming the iconic 90’s brand, Hard Candy. We launched globally in all prestige boutiques and department stores, and by year two, we had expanded categories into lips, eyes, face and fragrance. Early on, we were contacted by the ultra-prestige, luxury conglomerate LVMH, who had been following our journey from the start. By year three, LVMH acquired our beloved Hard Candy brand.

After a few years of experimenting with new formulas and launching multiple brands, we met Halsey and started this journey that is now about-face. With Halsey, I teamed up with my business partner, Natalie Sperling (about-face CEO). I like to bring the “impossible” to the co-founders and somehow, we always find a way to work together to bring those ideas to the finish line. We have built an amazing team, and even if this wasn’t my job, the special humans I work with would still be my friends outside the business. I feel lucky to be able to say that.

Most of my inspiration actually comes from a place of desire, adventure and pure fun.

about-face is multi-dimensional makeup made for everyone, everywhere. We design products to celebrate and inspire individuality with high-performing, pigment-saturated products that are also cleanly-formulated, 100% vegan + cruelty-free. And those that know anything about developing makeup, know how challenging it can be to create products that are vibrantly rich in colour, but also completely vegan. However, with multiple rounds of trial and error in testing, it is something we have worked to master here at about-face.

Rather than telling consumers how to wear their makeup, about-face is built on the idea of inspiring anyone and everyone to break staid beauty rules and create their own rules by expressing themselves –however they choose. We encourage people to be any and every version of themselves that they want to be, and we consistently hold ourselves to the highest standards of being inclusive and diverse in all aspects of how we work. Throughout all product development, campaign ideation and planning, about-face focuses on working with models (100+ to date), influencer partners and stakeholders alike that are diverse and truly showcase a wide range of genders, ethnicities and skin tones.

It all begins with inspiration – once there is inspiration, or a particular need that I feel I can’t live without, I get to work on it. Part of this process just comes from the excitement of pulling all the pieces together to follow through on the vision. And once you have those foundational ideas that you’re passionate about, you just have to do everything in your power to make it happen. Building a like-minded team and discovering niche labs to partner with is also extremely important, and it’s the most rewarding experience of developing a brand with those special types of people. And obviously, after all is said and done with each product’s development, being first to market with a new drop is the ultimate thrill! Winning awards from the beauty industry is the cherry on top!

Matte Fluid Eye Paints quickly became the clear frontrunner and most popular about-face product among friends, fans, and makeup-lovers. Shortly after we launched, the positive sentiments quickly exploded, and the product rose to be the highest ranking SKU in the portfolio. With the introduction of this liquid eyeshadow, we tapped into an entire makeup artistry group within the beauty community, where editors, influencers, pro makeup artists and extremely talented consumers all started to bring their own personal visions of authentic artistry to life. And as the trendy “no-makeup makeup” also came to life, our consumer base began to demonstrate the complete opposite with vibrant looks that represented their true selves, moods and personalities. Self-expression has been such a gift in itself to witness.

As we’ve continued to develop new and innovative products, starting with our launch in 2021, about-face also recently celebrated our second win and back-to-back Allure Best of Beauty Award for Line Artist Gel Eyeliner, after receiving its first Allure award in 2021 for Matte Fluid Eye Paints™

Halsey truly is the most amazing and authentic partner to work with. They genuinely care about what they voice out into the world and work to make those around feel empowered to self-express.

As a self-taught makeup artist who does all her own makeup for every event (yes, even red carpets!) Halsey has all the knowledge one can have in the beauty industry. They have lived and breathed beauty throughout their entire professional career, testing and trying out different products and formulas to figure out what they liked best in creating these looks. So, as she learned to enjoy the art of makeup, and the zen that comes along with picking up a brush and creating a look prior to a show, Halsey decided that her fanbase should experience this, too. So, came the birth of about-face – a beauty brand that would offer the best-of-the-best.

A brand that would give consumers high-performing, high-quality products in unique formats with vibrant colors that encouraged creativity and self-expression. And with absolutely no rules required. When it came to starting a brand together, it really was a true partnership and kinship. Halsey knows product development and formulas so well, and truly shares the same passions about the beauty industry. Because of that, we really do have so much fun building this brand together as a team by innovating new products that are long wear, pigment-packed and unique to the beauty industry.

As a typical Taurus, I love my self-care. At the end of the day, or on the weekends, my ideal relaxation is treating myself with at-home facials, body scrubs and some form of exercise: hiking, tennis and yoga are my go-tos. Anything that just gives me a total mental break from the day, I love!

By Tashi Jade Bell, @paint_bytashijadebell https://www.paintbytashijadebell.com