Half Magic Beauty: Euphoria Makeup Artist's Brand Launches in UK
As the third season of Euphoria captivates audiences, the iconic makeup looks from the show are making a vibrant comeback. The trend, which gained massive popularity during lockdown with over 3 billion impressions on TikTok, is now more accessible than ever. Donni Davy, the show's makeup designer and department head, has launched her own beauty brand, Half Magic Beauty, allowing fans to recreate those dazzling looks with ease. The brand, named to reflect that "you are half of the magic and the makeup is the other," debuted in 2022 and has now arrived at Sephora in the UK.
Half Magic Beauty stands out in the crowded beauty market due to Davy's unique background. Trained in art and photography rather than traditional makeup, she focuses on creating products that are simple and fun to use. "I don't like anything that's complicated to use," Davy explains. "Everything from Half Magic Beauty has been made to remove those barriers." The formulas are designed for the time-poor, offering dense pigment with just one swipe, making them ideal for beginners and experts alike.
Top Picks from Half Magic Beauty
After extensive testing, here are the standout products from the Half Magic Beauty range, curated to help you start your journey with the brand.
Best Overall: Glitterpuck Pressed Glitter
Priced at £29.50, this pressed glitter is a prime example of Davy's innovation. Unlike oil-based formulas that can dull shine, this water-based product feels wet to the touch but dries to a high-shine finish. Available in four shades, including gold glimmer pop and princess ghost, it can be used alone or as a topper for eyeshadow. The jar includes a protective sponge to maintain its shape.
Best Fine Glitter: Glitterpill Eye Paint and Eyeliner
Costing £25, this densely glittery gel comes with a precision applicator, perfect for adding subtle glitter to lash lines or building a thicker finish. It's water-based for maximum sparkle and easy to tailor for various looks. Shades like money plz and sweet prince are popular for eyeliner flicks.
Best Eyeshadow: Half Magic Beauty Eyeshadow
At £14, these pressed eyeshadows offer a one-swipe approach to glitter makeup. They appear as one colour but cast a sheen of another in the light. The packaging is compostable, with shades like blushing lizard, a mauve taupe with blue reflects, being a favourite.
Best for Frosted Makeup: Sparklestik Eye Crayon
Priced at £25, this eyeshadow crayon provides a wash of colour with high shimmer options. It blends easily, doesn't crease, and is perfect for recreating Y2K trends like frosty blue and lilac looks.
Best for Bold Looks: Chromaddiction Eyeshadow Paints
Costing £27, these eye paints come in matte or shimmer finishes and are designed to be layered. They set dry and stay put, with shades like ASMR (shimmer) and laviwinkle (matte) offering notable colour payoff.
Testing and Trustworthiness
The products have been rigorously tested in various conditions, from daily commuting to festivals like Glastonbury. As a makeup artist with 16 years of experience, Rose Gallagher evaluated factors such as fall-out, wearing time, ease of use, and performance in different climates. She also assisted Davy during the UK launch, gaining firsthand insights into the best techniques for using the collection.
Half Magic Beauty demystifies complicated makeup with its easy-to-use, long-wearing formulas. Whether you're aiming for a subtle sparkle or a bold statement, the brand offers something for everyone, making those saved Pinterest looks achievable in just a few steps.
