Half Magic Beauty
Mid-Range“Euphoria-coded, vegan, glittery.”
By Viktoria @vioda.makeup · Published · Updated
Half Magic Beauty is a mid range makeup brand from the United States, founded in 2022 by Donni Davy (with A24). It's best known for its Glitterpuck loose glitter, Chromaddiction multichrome paint and Magic Lining Cake Liner.
Half Magic Beauty launched in 2022 as a collaboration between Donni Davy — the lead makeup artist for HBO's Euphoria — and A24, the studio that co-produces the show. The brand translates the hyper-saturated, glitter-heavy, gem-encrusted looks from the series into vegan, cruelty-free, accessible cosmetics: pigment pastes, chromatic eyeshadow palettes, glitter dispensers, face gems, and lip products designed for layering and self-expression.
In 2026, Half Magic dropped a limited-edition Euphoria x Half Magic collection with HBO to coincide with the show's third season, exclusively through Ulta Beauty. The line is built for the kind of editorial, theatrical makeup that goes viral on TikTok — graphic eyeliner, prismatic shimmer, embellishment — but with formulas that are clean-formulated and intended for everyday wear rather than just costume.
Popular Products
What Half Magic Beauty is bought for. The ones we've found dupes for link through to the comparison.
- Glitterpuck Loose Glitter
- Chromaddiction Multichrome Paint
- Magic Lining Cake Liner
- Eye Sweets Hi-Shine Eyeshadow
Known For
Brand Philosophy
Make the artistry, glitter, and self-expression of Euphoria's makeup accessible to anyone — vegan, cruelty-free, and built for layering.
FAQ
Half Magic Beauty Official Channels
Where to buy, and how to reach Half Magic Beauty customer service directly.
- Website
- halfmagicbeauty.com
- Customer service
- [email protected]
- Contact form
- Open form
- Headquarters
- New York, NY, United States
- Sold at
- Sephora USSephora CABrand.comCult Beauty