Euphoria’s makeup artist Donni Davy is launching her own brand with glitter, rhinestones and more

The makeup artist behind Euphoria’s iconic looks is launching her own brand.

Donni Davy has announced the Half Magic range, which embodies the “emotional glam” of the HBO series.

Due to drop in May 2022, the brand will release both cosmetics and tools, some of which have already appeared in season two of Euphoria.

In an interview with Allure she says: “The makeup transcends the show. In its own way, it became its own entity.

“We want to go with that and not just be an accessory to the show, because at some point the show’s gonna be over.”


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A post shared by Doniella Davy (@donni.davy)

The brand will be supported by A24, a film and TV studio that produces Euphoria.

After the debut of the show in 2019, Davy and A24 were contacted by brands to collaborate on beauty products, following huge viewer reactions to the show’s unique makeup aesthetic.

On TikTok alone the hashtag #euphoriamakeup has more than 1.4 billion views combined, and fans regularly recreate the looks on Instagram.

Davy says: “I knew that if I was going to be involved with a brand, I’d want to be making stuff that doesn’t already exist on the market.

“Picking out a fun palette with Nars or Colourpop would have been super fun and quick and easy. And an instant kind of gratification – because this is not instant gratification.”


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A post shared by Doniella Davy (@donni.davy)

It’s been confirmed that there will be two categories of colour ways: one being a universal shade and the other featuring bright periwinkles and pinks.

There will also be liquid eye pigments, glitters and rhinestones among the Half Magic collection.

But fans will have to wait until May for the official launch of the brand and the reveal of its products.

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Euphoria character’s signature beauty products

If you don’t want to wait until May for Euphoria-themed makeup, you don’t have to, as Davy recently revealed what each character’s signature makeup product is in an interview with InStyle and they’re all available to buy now.

Zendaya’s character, Rue has one of the most minimalist style and makeup aesthetics on the show, especially compared to the other characters.

Davy choses the Noto Highlighter for her signature beauty product, an easy-to-use finger pot to create a “no-makeup makeup look” that gives skin a natural-looking shine.

Hunter Schafer’s character, Jules regularly reps some incredible eye looks and Davy’s signature pick for her is an eye, cheek and lip cream pigment from Danessa Myricks beauty.

The Colorfix product is priced at $18 and it’s available from

A long-lasting liquid black eyeliner is an important part of any look for Maddy, who is played by Alexa Demie.

For her signature beauty product, Davy chooses an eyeliner gel from Inglot AMC, which is available from Amazon for $20.

Fans of the show are always looking to recreate Euphoria makeup looks.

Fans of the show are always looking to recreate Euphoria makeup looks. (HBO)

For Cassie’s signature product, Davy chooses Diamond Powder from Make Up For Ever, which can be applied anywhere to create an effervescent shimmery glow.

While Kat’s pick is a jewel-toned eyeshadow palette from  Huda Beauty for bold, smoky and colourful eyeshadow looks and Lexi’s pick is MAC’s Ruby Woo lipstick shade for a minimal but classic look.

Talking about the looks she creates on the show, Davy said: “The overall intention is emotional glam: makeup with an emotional story behind it.

“The point is for the makeup to first give the audience a little more insight into the emotional states of the characters, and then to register as a cool makeup look, but never the other way around.”

“The aesthetic spans from ultra-raw and minimal to twinkling Euphoria glam,” she added.