Euphoria’s Donni Davy to Launch New Makeup Brand Half Magic
Euphoria fans will be able to flawlessly recreate the show’s looks thanks to the creative genius that started it all. Head makeup artist Donni Davy is launching a passion project two years in the making: beauty brand Half Magic.
In season one, everything in Euphoria land — a term coined by fans on TikTok — was seen through kaleidoscope eyes. Davy’s iridescent glitter tears and colorful hues birthed an entire genre of beauty we now know as “Euphoria makeup.”
Despite the pandemic delaying production and the second season undertaking a darker tone, the fascination with Euphoria makeup has far from died down. Thus, Half Magic was born. According to Allure, Half Magic “embodies the ’emotional glam'” and duality seen on the show. While it can be, at times, otherworldly and wonderous, the makeup can also be subtle for everyday wear.
Half Magic won’t solely be a Euphoria makeup brand, though. In fact, a press release revealed we’ve already seen Davy’s products at play in season two. That alone sets the basis for the quality and versatility we can expect to see in the new line. With two hugely successful seasons and an Emmy under her belt, Davy’s new brand will be one to watch.
This isn’t the makeup artist’s first launch in the beauty space. Her Face Lace collaboration is a favorite amongst makeup enthusiasts and the pros for its quick and easy yet striking design.
As far as what to expect for Half Magic’s May release, the cotton candy-colored eyeshadow, holographic glitter, and precise liner in Davy’s Instagram announcement all look promising. Euphoria fans and makeup lovers are already having a field day. But, hopefully, the makeup artist turned co-founder will drop more hints leading up to the announcement.
In the meantime, follow Half Magic on Instagram for any brand news or updates and tune in to Euphoria Sundays on HBO Max at 9 P.M. ET. Who knows? Maybe you’ll catch a glimpse at one of the upcoming releases.
Beauty and lifestyle writer
