✦ Half Magic was developed in partnership with A24, the entertainment company behind Euphoria.
✦ The brand takes inspiration from the show’s influential makeup aesthetic but operates as an independent cosmetics label.
✦ Its original collection included highly pigmented eye paints, glitter liners, face gems, and specialized makeup tools.
✦ Donni Davy serves as the brand’s creative director.
✦ Half Magic received 15 beauty awards within its first year, according to a 2023 profile.
✦ The brand has attracted investment from Alliance Consumer Growth, Imaginary Ventures, and Access Entertainment.

A Little Magic Goes a Long Way

Half Magic Beauty is an American cosmetics brand founded in May 2022 by makeup artist Donni Davy in partnership with independent entertainment company A24. Headquartered in West Hollywood, California, the privately held company specializes in color cosmetics, with a focus on creative self-expression, unconventional makeup techniques, and highly pigmented formulations.

The brand’s product portfolio includes eyeliners, eyeshadows, lip products, highlighters, pressed glitters, face embellishments, and specialized makeup tools. Its products emphasize vibrant colors, multidimensional finishes, and experimental applications, with formulas designed for both everyday wear and elaborate artistic looks. Half Magic maintains a vegan and cruelty-free product range and occupies the accessible prestige segment of the beauty market.

Originally launched as a direct-to-consumer business, Half Magic has expanded its retail distribution internationally. Its identity draws heavily on the relationship between beauty, entertainment, and digital culture, with an emphasis on individuality and creative freedom.

Donni Davy and the Euphoria Effect

Donni Davy is an Emmy Award-winning American makeup artist best known for her work on HBO’s Euphoria. Born and raised in Venice, California, she studied photography at Pratt Institute before entering the film and television industry. Her distinctive use of color, glitter, rhinestones, and graphic eyeliner helped establish Euphoria as a major influence on contemporary makeup trends. She co-founded Half Magic in 2022 to bring her creative approach to a consumer cosmetics line.

A Little Magic Goes a Long Way

Donni Davy and the Euphoria Effect

Popular Half Magic Beauty Products