Half Magic Beauty
Mid-Range“Euphoria-coded, vegan, glittery.”
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.
Known For
Flagship Products
- Glitterpuck Loose Glitter
- Chromaddiction Multichrome Paint
- Magic Lining Cake Liner
- Eye Sweets Hi-Shine Eyeshadow
Brand Philosophy
Make the artistry, glitter, and self-expression of Euphoria's makeup accessible to anyone — vegan, cruelty-free, and built for layering.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for Half Magic Beauty. Researched from official brand sources — always confirm before sending.
- Website
- halfmagicbeauty.com
- General inquiries
- [email protected]
- Press & PR
- [email protected]
- Creator & UGC collabs
- [email protected]
- Contact form
- Open form
- HQ address
- New York, NY 10001 USA
- Sold at
- Sephora USSephora CABrand.comCult Beauty
Founded by Donni Davy (Euphoria MUA), backed by A24. Official domain halfmagicbeauty.com; halfmagic.com is not the brand site. No public press/collab email found after press-release archive search; only [email protected] and the on-site contact form. No creator/affiliate portal published. A24-owned brand; no public affiliate/creator signup URL found; influencer program currently being built per recent job listings GM running the brand day-to-day. Founder Donni Davy is creative lead but Michelle Liu is the operational lead. Brand still has A24 majority stake. No dedicated PR head publicly identified; outreach to GM is best route. No dedicated press email published. [email protected] listed on privacy policy (Rules Beauty Inc. d/b/a Half Magic Beauty). [email protected] is general. [email protected] for hiring. No PR/media contact on brand or A24 channel. A24 majority-owned beauty brand with Donni Davy. Donni Davy's brand (Euphoria makeup artist)