Makeup artist from the series “Euphoria” launches a cosmetics brand

Makeup artist Doniella Davy was responsible for the makeup of all the characters in the youth series “Euphoria.” It was she who thought out to the smallest detail how, with the help of different makeup elements, to emphasize the character of each of the heroines and thus give young people another way to express themselves. The Euphoria makeup quickly went viral, capturing the hearts of a generation of TikTokers.

Riding on the wave of popularity, Doniella Davy decided not to waste time and create her own cosmetics brand called Half Magic. The main concept of the new brand will be emotional glam in makeup - these include rhinestones, glitter tears, neon eyeliners and eye shadows, including classic shades that are useful for everyday makeup.

The launch of the brand was supported by the A24 studio, which is working on the creation of the Euphoria series, but at the same time, Doniella claims that the brand is not a cosmetic line of film history - it is much broader and larger-scale.

“We want to build on that and not just be an addition to the series because one day the series will end.”

The makeup artist said that she wanted with all her heart to create something special: “I knew that if I was going to work on the brand, I would want to do something that was not yet on the market.” We will see the first cosmetic products of the Half Magic brand on sale in May of this year. Among them, Doniella promises to release bright liquid eyeliners, glitter, shimmer and rhinestones of various shapes and sizes. The makeup artist will also launch tools for performing makeup that will be as convenient and comfortable to use as possible.

By the way, new products have already been used in preparing images for the characters in the seventh and eighth episodes of the second season of the series.