Makeup has been part of Euphoria’s DNA since the first season aired in 2019. You could argue it’s been integral to the show’s success, catapulting it from a compelling series on our screens to a phenomenon shaping the cultural zeitgeist. The makeup on the show inspired fans, birthed beauty trends, and made a star out of the show’s makeup department head, Donni Davy, all of which lead to the creation of Half Magic in 2022, the makeup line Davy launched with studio A24’s blessing (and backing).
To commemorate season three, all of this comes full circle with the launch of Half Magic x Euphoria, a nine-piece collection that pulls inspiration from the series in ways it’s never done before. Each product will pay homage to the show through the shade names and the packaging, the latter of which features notes Davy wrote in her scripts during filming, lines of dialog from the show that are related to makeup, and film stills from certain episodes.
For example, the bright pink blush and highlighter duo, Beam Trap, has Cassie’s infamous monologue about being in love with Nate from season two on the front. “On the back, it says, ‘’I think being single is really stressing you out,’ which is a Maddy quote that comes right after that in the episode,” says Davy. “That’s the inspo for this product: it’s hysteria, love-rage blush.” The palette helps you create the flushed cheeks of someone who just cried in the bathroom, while the packaging features the floral background Cassie sits crying in front during that scene.
Half Magic / Danny Mustar
