Ever since we were first blessed with the dreamy purple hue of Euphoria's visual film landscape we knew it would be meaningful. While the cinematography is a sight to behold, the art is often in the makeup. In this case, the very capable hands of California based makeup artist Doniella Davy. Of course, artist is not a word that should be used lightly when describing her handiwork, cultural phenomenon is more appropriate. The series has very quickly become an advertisement for her iteration of beauty, a version of hyper-glittery, jewel-studded eye makeup.
What is Half Magic?
Following the success of this trend dubbed as 'Euphoria Makeup', Davy has just announced plans of her own. A new brand known as Half Magic, a collaboration with Euphoria and A24. A brand pledging all the same beauty hallmarks made popular by the HBO series. As it turns out Davy has been silently developing this for the past two years, meaning we’ve probably seen more than a few dozen products already prominently featured on the show.
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In a post on instagram Davy announced her excitement for the pending launch. Posting a picture with a teaser stating, "WHAT if i said i have a makeup line and it's launching this Spring!".
What can we expect from Half Magic?
While not much as been expressed about the line so far we would say it won't hold back in terms of bold textures and creative colour palettes. Considering Davy's focus is always on the eyes, we can expect an array of glittery eye palettes, Swarovski-studded stencils and graphic liners. We for one are very excited, until then we've compiled a few of our favourite looks of this season so far.
Cassie's Romantic Eye
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Cassie's romantic pink eye adorned with subtle pink gem stones and a soft rose tinted lip was perfectly offset with two braids.
Kat's Love Heart Liner
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There was a lot of cringe in the scene between Kat dining with her boyfriend Ethan's parents. One thing we can all agree on is the fabulousness of the hot pink love heart wing.
Lexi's Three Winged Liner
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A highly demanded look on social media after the episode of Maddy's birthday. We finally got to see Lexi express herself with this dynamic and bold eye.
Jules' Frida Moment
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An iconic moment for makeup in television this scene was nothing short of a master piece, including famous moments of couples in cinema and pop culture. But it was the Frida inspire Rue tattoo stencil with the red lip that stunned.
Maddy's Birthday Liner
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There is nothing more iconic than a Maddy Perez graphic liner moment and she served at her birthday with this sharpie textured look. Bold and adventurous all that she does so well.
Cassie's Dolly Parton Look
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A true expression of Sydney Sweeney's natural beauty is that it really doesn't take much to get any effect. This soft pastel look was made more memorable by the fluttery display of lashes edged out on the corners.
Kat's Bird of Paradise Eye
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We have all the time in the world for a bright electric look. While the looks have been more dusty and neutral this season, Kat always brings out all the stops with her boldness.
You can keep up with all Doni's updates for Half Magic here, in the meantime if you're still lusting for some Euphoria inspiration take a look at our favourite outfits for season 2 so far.
Images: via @donidavy
