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Euphoria’s makeup artist is releasing a makeup brand for your glittery dreams

Donni Davy is most known for her work in Euphoria, which gave her an Emmy in 2020. Now, her newest venture is creating a makeup brand called Half Magic.

Euphoria became a cultural phenomenon for the makeup it shows, helping it to portray the story of teenagers taking hard-to-understand decisions, using really pigmented colors for eyeshadow, lots of glitter, eyeliner, and rhinestones.

The HBO show’s makeup has inspired Gen Z into imitating their looks, creating their own, or just expressing themselves with this tool. For example, #EuphoriaMakeup has 1.5 billion views on TikTok, and on Instagram the same hashtag has 437K posts.

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You may find interesting: 5 Euphoria inspired eye looks that you can easily recreate in less than 10 min


While not every Gen Z-er is using rhinestones in their eyebrows to go to school, it has changed the way makeup is being used. It has created a need from the fans of the show to have makeup products related to it, with lots of people waiting for a collaboration.

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But Donni Davy didn’t want to take “the easy road”.

Half Magic, Donni Davy’s makeup brand

Donniella started working on student films in Los Angeles, which eventually led her to have her first job in a feature film, Kicks, as the makeup department head. With this, she started working on other projects like Moonlight, Under the Silver Lake, and If Beale Street Could Talk.

She was awarded an Emmy in 2020 for Outstanding Contemporary Makeup on Euphoria, but she also inspired and changed the way Gen Z sees makeup.

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The success of the show made a lot of brands reach out to A24, the producing company, and Davy, with offers of a palette or lipstick collaboration. But this Davy wasn’t happy with just a collaboration, “[it] would have been super fun and quick and easy. And an instant kind of gratification” she explained in an Allure exclusive interview.

She wanted to provide fans with a brand and a product that would support their wants and needs whose makeup looks can have lots of color and glitter but can also be more “normal” or just toned down. The show’s makeup also has this duality, and that’s where the name comes from Half Magic.

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The brand will have cosmetics and tools, because Davy would create her own tools with materials on set, to help recreate the show’s looks like really sharp eyeliner. Said to be both fantastical and functional, with nude colors that can be used on any occasion, but also bright purples and pinks that will make an impact. Half Magic will also have liquid eye pigments, glitters, and rhinestones.

It is set to debut in May, but Davy said she used the brand for season two of Euphoria’s makeup, so there’s a preview for those that just can’t wait!

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