Half Magic Beauty: Everything you need to know about Euphoria’s MUA Doniella Davy's beauty brand

A glittery dream come true

Collage of Barbie Ferreira, Maude Apatow and Alexa Demie's makeup looks from Euphoria
(Image credit: Alamy / Eddy Chen/ HBO Max/ The Hollywood Archive / LANDMARK MEDIA / Alamy Stock Photo)

The artist behind all the Euphoria makeup looks, Doniella Davy has a makeup collection on the way! Yes you heard right, the woman who created the eye rhinestones trend and our new obsession with all things glitter, has announced her very own beauty line called ‘Half Magic’ and it’s coming real soon!

Making all our makeup dreams come true, Davy’s makeup collection promises bold colors and shimmering glitters and, quite frankly, is the best news we’ve heard since the announcement of Euphoria season three.

What will Half Magic feature?

Davy announced the news on her Instagram feed and story, revealing that Half Magic is landing THIS MAY.  

She wrote: “WHAT IF I said I have a makeup line and it’s launching this Spring…..I can’t believe I’m finally able to share this, and that this is actually real!! For the past two years and while filming Season 2, I’ve been secretly working on creating the makeup line of my literal DREAMS. I couldn’t be more completely over the moon thrilled out of my mind to introduce.

H A L F M A G I C! And invite you to please follow @halfmagicbeauty because it’s all for YOU.😳😆🤯💥✨✨✨✨✨omfg I’m hallucinating but I’m not!!!!!”

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She shared three snaps hinting at what’s to come. The first picture is a selfie with Davy wearing pink eyeshadow, with a bluey purple on her outer corner. A shimmery opalescent glitter and a very Maddy-Esque eyeliner.

In the second picture, we spy a glittery eye shadow palette being swatched—but she’s not giving the shades away just yet.

On the brand’s new Instagram page is a big collage with the star logo and the line: “Wear your heart on your face.™️”—we love that. The brand is partnered with A24, a film studio and the creators of Euphoria themselves.

A post shared by HALF MAGIC (@halfmagicbeauty) (opens in new tab)

A photo posted by on

Davy already released eye decals after the success of the first season of Euphoria, but this looks to be a full makeup line of everything we adore from the show. 

In fact, according to Allure (opens in new tab), we’ve already seen some of her new products make their debut on the show! Though she's not giving away any clues as to which character could be wearing the products.

Davy also revealed: “I knew that if I was going to be involved with a brand, I'd want to be making stuff that doesn't already exist on the market.”—ok now we’re really excited.

When does Half Magic come out?

Sadly there’s no release date yet, but Davy has teased on her Insta story that it’s coming in May of this year. As soon as we know more, you’ll be the first to know! 

Naomi Jamieson
Lifestyle News Writer

Naomi is a Lifestyle News Writer with the Women's Lifestyle team and has recently earned her Gold Standard diploma in Journalism with the NCTJ. She has a background in design, having studied Illustration at Plymouth University but has taken a leap into the world of journalism after always having a passion for writing. She currently writes pieces on beauty, trends, fashion, and entertainment for GoodTo and My Imperfect Life. She also tests and reviews beauty and skincare products and tries out the latest TikTok hacks for My Imperfect Life.


Before working for Future Publishing’s Lifestyle News team, she worked in the Ad production team. Here she wrote and designed adverts on all sorts of things, which then went into print magazines across all genres. Now, when she isn’t writing articles on celebs, fashion trends, or the newest shows on Netflix, you can find her drinking copious cups of coffee, drawing and probably online shopping.