Halsey’s beauty line about-face is now rolling out of a Memphis fulfillment hub, sliding the singer’s cosmetics into the city’s growing roster of national brands that tap its distribution network. Products are being packed and shipped from Barrett Distribution Centers’ Hickory Hill warehouse, which is handling both retail and direct-to-consumer orders, a setup that highlights Memphis’ continued pull for e-commerce fulfillment.
According to the Memphis Business Journal, Barrett has gone live with about-face operations at its Memphis campus. A press release via PR Newswire states that the Hickory Hill facility is providing omnichannel fulfillment services, including retail compliance, returns management, and managed transportation.
“We’re thrilled to partner with about-face,” Mark Healy, vice president of customer solutions at Barrett, said in the company’s announcement via PR Newswire. About-face’s operations leaders also noted Barrett was recommended by the brand’s executive team as it scales its retail and e-commerce footprint.
Why Memphis
Memphis’ multimodal infrastructure, which includes the FedEx World Hub at Memphis International Airport along with major rail and highway links, keeps the city competitive for fast national distribution, analysts say. That regional advantage has attracted third-party logistics firms and national retailers to locate fulfillment capacity near the airport and intermodal yards, according to Colliers.
About the brand
About-face is a New York City-based cosmetics and skincare line founded by Ashley Frangipane, professionally known as Halsey, and has built a following through social campaigns and retail placements. The brand describes itself as performance-driven, inclusive, and focused on creative self-expression, per its official site and industry coverage from about Face and Forbes.
Barrett said its Memphis operations are part of a broader network that supports high-growth e-commerce brands, a capability that manufacturers and beauty labels have leaned on as they expand retail and online channels. The new partnership with About-Face shows how Memphis’ fulfillment ecosystem continues to attract brands looking for faster shipping and retail compliance support, as the Memphis Business Journal reports.
