For the last two years, we’ve all ruminated in front of the mirror trying to recreate the epic, abstract, and masterful makeup looks from Euphoria. Let’s face it: if we’re talking demand and influence over the beauty world, there’s no bigger player than the magical makeup-centric world of the HBO show starring Zendaya. Since sparking the need for glitter tears with its first episode back in 2019, the HBO hit has established itself as far more than a show that incorporates makeup trends. Put simply, Euphoria is the makeup trend.
And so aside from “how do we get our wings as sharp as Maddy’s?”, “when are you launching a makeup brand?” has no doubt been one of the biggest questions Euphoria’s makeup designer Doniella Davy has been hit with ever since. Well, it seems she’s ready to answer both: a beauty line inspired by the show’s unparalleled aesthetic is indeed coming, and it even has a tool to help with said wings. While the hit show’s makeup head Donni Davy’s talent is unmatched, emulating the creative looks is about to get a whole lot easier.
Davy has announced the launch of her own makeup brand, Half Magic. The line was all born out of the phenomenon that Euphoria has become and how the imaginative makeup has affected the beauty zeitgeist. “Because so many people have been inspired by the looks on the show, that has, in turn, inspired me and Half Magic is specifically designed to help people create twinkling, colorful, and even fantastical makeup looks while providing all the products and innovative tools they need to execute — from winged liner to glitter tears and so much more,” Davy said in an interview with InStyle.
The brand will fill holes in the industry seen by Davy, who often times, was forced to make her own innovations on set to create the show’s revolutionary looks. Expect tools, highly saturated matte, shimmer, and glitter eyeshadows, lipsticks, stick-on jewels, and highlighting products. And all items have already been tested and approved – in season 2 with rave reviews. “As a makeup artist, I’ve been dreaming up products for years,” Davy says. “I wanted to give Euphoria makeup fans all the products and tools to create multidimensional, long-wearing colors with products that are uniquely designed to function and layer together, which is especially useful when working with glitter.”
There’s also no reason to fear giving Davy’s daring looks a go — the entire collection was created with the makeup novice in mind. “It was important to me to create a brand that would be friendly and unintimidating, functioning as a makeup newbie’s first ever tools and makeup products and delivering high-performing and long-wearing formulas to the most seasoned makeup artists,” Davy explains. “Everything from the formulas to the shade names to the packaging is designed to inspire creativity and joy in the user experience.”
Half Magic will launch in May 2022, but while you’re waiting to great your dream Euphoria-inspired look, you can stay up to date on any news through the brand’s Instagram, TikTok, and its own website. You can also study these face charts of the character’s looks created by Davy using the brand’s products. “The line is really meant to celebrate and bring to life the concept of total unapologetic makeup-wearing and a letting go of inhibition,” Davy says.
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