We will be saying our prayers to all makeup goddesses up there as the makeup artist to the iconic tv shows, Euphoria—which features an even iconic line of makeup looks—is launching her own makeup brand soon! Ever since the shows dropped almost three years ago, there is no doubt fans have always been fascinated by all the female stars’ vibrant looks. The glitter eyeshadows, bold lipstick, ingenious hairstyles, you name it. 

Not long ago, Doniella Davy took us behind-the-scenes on how she decided upon each characters’ look, she then dropped a step-by-step makeup tutorial as they were heavily requested by fans… and now she keeps feeding us with goodness. Expect a shimmering, rhinestone-filled beauty launch as Doniella shares her brand will be inspired by her work in Euphoria. 

We’re here at Beauty Insider doing everything we can to find more information regarding this vigorous news. Oh, and best believe once they drop, we’re gonna add everything to the cart! 

The Name Of The Brand

Besides the theme of the brand will be influenced by the tv series, Doniella also shares a quick update about the name of her upcoming babies. “For the past two years and while filming Season 2, I’ve been secretly working on creating the makeup line of my literal DREAMS. I couldn’t be more completely over the moon thrilled out of my mind to introduce H A L F ✨ M A G I C”, she dropped on Instagram.

As we dug deeper, we found out that Half Magic already has its own Instagram account. So meaning, the launching could be nearer than we expected. “Something weird and beautiful is brewing,” the bio reads. “Space cowboy or glitter queen? Belle of the ball or neon boy next door? Bold or bolder? Follow your creativity down the rabbit hole and shape-shift into today’s version of you with HALF MAGIC”.

The brand will also be working in line with the tv show’s production house, A24. So our take is that the brand will drop a collection dedicated to all the talented female stars in the shows. I mean each one of them have their own characters and backgrounds, so why not?—imagine rocking Maddy’s makeup and showing up to your ex boyfriend’s party. That will be hella powerful.

What Else To Know? 

Hmm, there are little too known so far, but we did learn that the brand will be splitting into two categories. The first will focus more on neutral colours, while the second will offer more vibrant colours. As any other beauty brand, Doniella and Half Magic will most likely drop the eye palettes first, follow suit with lip and cheek products next. The collection is also said to include a few of Donni’s key beauty tools that she’s known to use while on-set and oh please let it be Maddy’s inspired sharp eyeliner is in there. 

While season 2 of Euphoria features less glitter, every makeup look is still laden with hidden messages. Doni goes out of her way to make sure that every detail has a purpose. Take, for example, Cassie’s tiny rhinestones on New Year’s Eve, episode one. Her delicate innocence is reflected—everything has been done on purpose. That’s all Donnie’s exceptional work. Both the artist and the show have effectively revolutionised the power of makeup in narrative, motivating individuals all around the world to express themselves in new, colourful ways. We even saw the rise of neon colours in the beauty industry last year. And it looks like it won’t stop anytime soon, thanks to heavy influence by Bella Hadid, Dua Lipa and Doja Cat. 

Last but not least, you can expect the Half Magic brand to drop somewhere in March 2022. Until then, we’ll be drowning in Euphoria’s withdrawal. We’re so damn excited. 

For more beauty infos, make sure to follow us on Instagram and Facebook! Also, check out our Insider Mall to Shop & Get Rewarded!