Donni Davy, the makeup designer and department head for the TV show Euphoria, launched her own makeup brand called Half Magic Beauty in 2022. The brand's expansion to Sephora in the UK comes as Euphoria season three returns to screens, leveraging the show's cultural impact. The #EuphoriaMakeup trend had amassed over 3 billion impressions on TikTok, fueling interest in Davy's creations.
Half Magic Beauty products are designed to be simple and fun to use, removing barriers for beginners. It remains unknown what specific products are included in the Half Magic Beauty range beyond those mentioned, how the brand has performed commercially since its 2022 launch, and whether there are plans to expand to other retailers or countries beyond Sephora UK.