It’s the TV series that launched a million makeup looks.
The impact Euphoria’s head makeup artist Donni Davy has had on the beauty landscape over the past several years can’t be understated.
Known for her looks on the show’s young characters using bold colourful eye makeup, sleek but bright eyeliner and a galaxy of face gems and glitter, her work quickly ignited the artistic passion of makeup fans around the world.
Transforming the stars like Zendaya in each episode, two-time Emmy award-winning artist Davy encouraged a sense of creative freedom in the way she used cosmetics. As a result, #euphoriamakeup is currently sitting at 2.5 billion views on TikTok.
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With such a following, it makes total sense she should launch her own makeup brand, bringing the futuristic colours and reflective textures she favours to a wider audience, delivering a look that has been described as ‘wearable magic.’
Established in 2022, Davy’s brand, Half Magic, is finally available here, having just launched into MECCA stores.
“Half Magic is the answer to countless DMs asking me how to layer glitter and colour,” explains Davy. “I wanted to provide fun, user-friendly products and tools all in one place for people to not just create the looks I’m known for, but also to bring sparkle and joy into every day.”
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L-R: Half Magic products: Glitterpill Glitter Eye Paint & Liner; Mouth Cloud Soft Matte Lip Cream; Eyelectric Extreme Lengthening Mascara; Eyeshadow Single; Glitterpuck Multi-Use Pressed Fairy Dust
From graphic and rhinestone-rimmed wings to glitterati tears and neon eyes, Half Magic offers all the essentials a beauty lover needs to re-create Euphoria-worthy makeup looks.
The lineup includes the brand’s viral ‘Wing Magician’ silicone tool that offers a mistake-proof way to draw perfectly crisp winged eyeliner flicks as well as self-stick face gems.
There are eyeshadows of various vibrant hues and comfortable to wear lip colours. Matte eye paint in line green and periwinkle blue are particularly appealing, but there are also more low-key, options like the ‘Lip Snuggle’ High Pigment Oil-Balm lip colour in the perfect nude-pink shade, and lengthening mascara in a smudge-free tubing formula.
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Drawing from her experience as a professional industry artist, Davy has done away with one-size-fits-all palettes that don’t suit everyone or address environmental concerns.
Instead, she created richly pigmented single eyeshadows encased in compact, compostable containers made from PaperFoam, allowing customers to mix and match shades, adding to a magnetic palette that also fits the brand’s cream-to-powder blush and cream highlighters.
The full Half Magic range is now available in selected MECCA stores and online.
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