‘Euphoria’ Makeup Artist To Launch New Vegan Beauty Brand

By Divya Kashyap. Updated: April 2022.
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Donni Davy, who is best known for her Emmy Award-winning makeup on HBO’s popular teen drama ‘Euphoria’ is set to launch her own vegan makeup line called ‘Half Magic’. 

More On #Europhiamakeup 

Donni has successfully inspired the wildly creative #euphoriamakeup movement from fans all over the world. If you have been in the loop of internet trends, you’re no stranger to the sensational movement featuring glittery, dreamy makeup looks.

Just to put things in perspective, #EuphoriaMakeup has 1.5 billion views on TikTok, and on Instagram the hashtag has over 450K posts. Now, that’s a massive feat!

What To Know About ‘Half Magic’

Vegan beauty brand ‘Half Magic’ is a collaboration between Donni and A24, the show’s production company. 

“I’ve been thinking about dream products that I want to make and have to use on set for years,” Davy said in a statement. “We decided we wanted to build something that was so particular and creative from my mind that it would be worth the wait. A lot of my creative troubleshooting skills that I’m used to in my everyday job were used here.”

‘Half Magic’ is expected to launch in May 2022, and will offer vegan makeup products that are cruelty-free featuring FDA-approved pigments that are safe for the eyes and all skin types including very sensitive types. 

“I want it to be easy — for everybody to be able to use this line,” she says. “People with sensitive eyes, kids, older people, contacts-wearing people. The glitter formulas we’re making, the particles of glitter are ophthalmologist tested and approved.”

‘Half Magic’ will also have liquid eye pigments, glitters, and rhinestones.

Donni’s Intention With Half Magic 

The brand has been two exciting years in the making. Davy’s desire is to provide fans with a brand that offers products with lots of color and glitter which can also be more “normal” or just toned down. 

Euphoria’s makeup also displays this duality, and that’s where the name ‘Half Magic’ comes from. Her intention with Half Magic is to help fans create their own vibrant and fantasy styles of makeup that support their needs.

Donni X Face Lace Collection

While you’re waiting in line for Donni’s exciting beauty brand to launch this Spring, feel free to check out her collaborative collection with Face Lace by Phyllis Cohen. 

The collection features easy-to-apply face decals with 3 designs and 2 stunning finishes to help create fantastical make-up looks like the ones in ‘Euphoria’, the most popular one being Head In The Clouds.

Be In The Know

To be the first one to know about the launch and receive updates on the makeup line, sign up for the newsletter with your email and phone number on their website. You can also follow Half Magic on Instagram to get brand updates on product releases.

Divya is a content crafter at Vegan Avenue. She is a long-term happy vegan who is also enthusiastic about slow, mindful living in the company of cats.