Half Magic Beauty is a concept that refers to a type of beauty that is not conventionally perfect or symmetrical, but rather possesses a unique and captivating charm. It is a beauty that is imperfect yet alluring, and holds an enchanting power over those who encounter it. In fairy tales and folklore, we often encounter characters who possess this half magic beauty. They may have unconventional features such as asymmetrical features, a crooked smile, or mismatched eyes. Yet, despite these imperfections, they exude a captivating aura that draws others towards them. Half magic beauty reminds us that beauty does not always conform to societal standards.

Euphoria Makeup Artist Donni Davy's New Half Magic Beauty: An Honest Review

Half magic beauty reminds us that beauty does not always conform to societal standards. Instead, it celebrates individuality and uniqueness. It is a type of beauty that defies conventions and embraces flaws as part of one's charm.

Euphoria makeup artist, Donni Davy, is bringing fantasy and functionality to the beauty space with Half Magic Beauty. But how does her brand really hold up? Read our honest thoughts below!

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Donni Davy, Euphoria's head makeup artist, is putting us under her spell once again.

There's no denying Donni's work on the HBO teen drama ignited people's burning desire to showcase their self-expression with a little bit of lipstick and rouge. In the past few years, the minimalist no-makeup trend has taken over, with celebrities and influencers opting for the less is more approach. However, that all changed with Euphoria.

From purple iridescent glitter tears to dramatically overlined lips and whimsical nail art, Donni proved that makeup can be a powerful tool for storytelling, while also reminding fans that the beauty space can (and should) be fun.

Now, Donni is giving people all the necessary tools to create their own face art with the recent launch of Half Magic Beauty.

The Emmy-winning makeup artist partnered with A24 and the creators behind Euphoria to offer a variety of products that cater to "both your wildest dreams and your daily routine."

Half Magic Beauty was designed with fantasy and functionality in mind, as it features a collection of daring matte shadows, dazzling glitter paints and dreamy lip creams. But don't let its offerings deter you if you're into a more natural finish. Donni wanted the brand to be accessible to everyone.

"I'm thinking about people who want to wear makeup who might be intimidated by bright colors, but who want to dabble," the makeup artist told Stylecaster. "I was also thinking about pro makeup artists like myself and really wanting to make formulas that they would hold up and that pro makeup artists would be excited to have in their kit."

I'm personally not super audacious with my makeup routine. Sure, I'll add drama to my eyes with thick coats of mascara and bronzy shimmer shadows. But beyond that, I keep things pretty simple.

However, when I got my hands on Half Magic Beauty, I was immediately inspired to get out of my comfort zone. Whether I applied a purple-colored eye paint or threw on a hot pink lip, these were small enough changes that made me feel excited about getting dressed up.

If you're ready to experiment with your own routine and want an honest review on Half Magic Beauty, keep on reading!

Half Magic Beauty Mouth Cloud Soft Matte Lip Cream

I'm going to preface this by saying I'm not daring at all when it comes to lip color. I have a drawer full of peachy pinks and pinky-nudes. It doesn't get more basic than that. However, Donni's electrifying lip creams, available in nine vibrant shades of purple, blue, red, and more, have changed my outlook completely. The main reason I feel confident to get out of my comfort zone lies in the formula. The Mouth Cloud Soft Matte Lip Creams glide on like a silk glove, coating the lips in a velvety texture that feels both nourishing and soothing. It's as if your lips are wrapped in a cashmere sweater. The lipstick is so comfortable that it reminds me of a lip balm, but its pigment packs a major punch.

My personal favorite is Edward's Fantasy, a red wine. And every time I wear this shade, I get so many compliments. Several co-workers even Slacked me after a meeting to share that they needed to know what lipstick I was wearing or that they adored the hue. The coolest thing about this product is that it creates a blurring effect, almost as if your lips have an Instagram filter. While it slightly wears off after a few hours, it slowly transforms into a lip stain. I don't mind the fade because even though the whipped texture is no longer there, my lips are still drenched in color. I was also impressed that it barely transferred onto my coffee mug and it never once smeared or smudged. All in all, I'd call this the star product of the line.

‘Euphoria’ makeup lead Donni Davy’s Half Magic Beauty secures investment round

Known for its “Euphoria”-inspired eye gems and sparkly color cosmetics, Emmy-winning makeup artist Donni Davy’s Half Magic Beauty announced a new funding round on Tuesday led by Alliance Consumer Growth.

The undisclosed amount will give ACG a significant minority stake and be used to fund the brand’s expansion to an upcoming brick-and-mortar retail partner. The round also includes significant participation from “Euphoria” production company A24, Imaginary Ventures and Access Entertainment. The brand is projecting 300% year-over-year growth in 2023.

A24 maintains its majority stake in the brand that it has held since Half Magic was launched in 2022 with “Euphoria” makeup department head Davy and the show’s creators. The brand’s range of makeup products evokes the ethereal and shimmery beauty looks that Davy created for Zendaya, Hunter Schafer, Sydney Sweeney and other stars as the show’s makeup department head. Products in the brand’s lineup include the stick-on face rhinestones that became a “Euphoria” signature, a line of colorful eye paints with both matte and sparkly shades, and an eyeliner with an applicator tool to create a sharp winged look.

Davy said in a May 2023 interview at DragCon that the unnamed retailer partner would be announced in August and that the brand had new product launches and shade extensions of existing products in the pipeline. She said her products aim for a “dopamine kind of effect.”

“Half Magic is the answer to countless DMs asking me how to layer glitter and color,” said Davy in a written statement about the new investment round. “I wanted to provide fun, user-friendly products and tools all in one place for people to not just create the looks I’m known for, but also to bring a little sparkle and joy into every day.”

“The funding will help the brand drive further awareness with key talent partnerships, as well as prepare for a retail launch in the U.S. later this year. We expect these initiatives to prepare the brand for high growth over the next 24-36 months,” said Michelle Liu, general manager at Half Magic Beauty.

ACG’s beauty investment portfolio includes Innbeauty Project, NudeStix and Pacifica, while several portfolio brands have been acquired: Tata Harper secured a successful exit to Amorepacific Group in 2022, Ouai was acquired by Procter & Gamble in 2021 and Milk Makeup was acquired by Waldencast in 2021. The company invests in a range of consumer goods companies that also include Skims, Good American, Lola, Superordinary, Harry’s, and Shake Shack.

“Some of the most successful brands in beauty over the past couple of decades and beyond have been practitioner-led artistry brands,” said Julianne Kur, principal at ACG. “When we think of Half Magic, we really think they’re creating the artistry brand for Gen Z, with Donni really being that credible artist.”

Julian Steinberg, managing partner of ACG, said in a written statement, “It is with great enthusiasm that we join forces with the exceptional management team to revolutionize Gen-Z beauty and become this generation’s leading artistry beauty brand. Together, we aim to disrupt the market and redefine what it means to express oneself through makeup.”

The role of A24 in the brand was also attractive to investors.

“ACG was really excited to partner with A24,” said Kur. “They, in and of themselves, have built this iconic brand that is probably the most influential entertainment brand of this generation.” In addition to “Euphoria,” 11-year-old A24’s roster of over 110 films and 30 TV shows includes Academy Award-winning film “Everything Everywhere All At Once,” “Beef” on Netflix, “Hereditary,” “Moonlight,” “Lady Bird,” “Uncut Gems” and “Spring Breakers.”

“Euphoria” beauty looks are especially popular on TikTok, where #Euphoriamakeup has received over 2.5 billion searches.

Beauty investments have decreased in the past year as tech-focused VC firms have turned away from DTC consumer goods brands. But for consumer goods-focused investors like ACG, interest in beauty is still strong, said Kur.

“We’re certainly still making a lot of investments, and a lot of great brands get investments,” she said. “There’s probably a natural narrowing; people are being a little bit more risk-averse, maybe waiting for a little bit more proof points before putting a lot of capital to work. But there’s always going to be capital available to growing brands that are hitting on real trends and really connecting to a next generation of consumer.”

I Tried Euphoria Makeup Artist Donni Davy’s Glittery New Line Half Magic Beauty

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It may have been a few months since the season-two finale of Euphoria, but the show's makeup has never left my mind. Euphoria's approach to makeup has, without question, become one of the most inspirational forces in the beauty world today—#euphoriamakeup has 1.4 billion views on TikTok, and glitter has become a red-carpet and runway mainstay since the show premiered—and starting today, it will be easier than ever to create a look inspired by the show.

Today, May 17, the show's head of makeup, Donni Davy, is finally releasing her own line, Half Magic Beauty. While the brand is much more than a “Euphoria makeup line”—though it's supported by A24, the studio behind the show—the series' DNA is all over the products, from the glittering eyeliner to self-adhesive rhinestones.

We all know Euphoria doesn't shy away from the darker sides of life, but Half Magic is much more fun: The colors are bright, the packaging is decorated with Pegasuses and butterflies, and the products have cheeky names like Mouth Cloud. “I wanted to inspire joy and creativity from the outer packaging, the inner packaging, the colors,” Davy previously told Glamour. “Everything is for the user to just be delighted by.”

In fact, Davy was more inspired by the reaction to the show's makeup than the show itself when creating the line. “Obviously the line was born out of Euphoria, but I really want the brand to stand alone as its own entity,” she says. “When I was thinking about the products and the colors and all of that, I wasn't thinking about the Euphoria characters. I was really thinking about all these people online, who I'm really inspired by, who have, firstly, inspired what I did in season one for Euphoria. Those looks in turn inspired me, and it's this endless circle.”

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“I really wanted to create a brand that would be friendly and nonintimidating and super fun for the newbie makeup artist,” she continues. “But because of my experience working on film and TV, I wanted the formulas to be high-pigment and long-wearing and beautifully performing formulas that makeup experts would look at and want to have in their kit.” The result? A versatile collection of 10 products and tools that can be used to create looks that would be just as at home on Maddy at the carnival as they would be at the grocery store.

I had the privilege of meeting Davy ahead of the launch, who expertly applied each product. Read on for my honest review of the line.

This concept challenges the idea that beauty is only skin deep and highlights the importance of inner beauty and character. There is no fixed definition of half magic beauty, as it is subjective and varies from person to person. What one might perceive as beautiful, another might not. This serves as a reminder that beauty is in the eye of the beholder and should not be confined to society's ideals. Moreover, half magic beauty has the power to evoke emotions and tell stories. It has the ability to captivate and enchant, leaving a lasting impression on those who encounter it. This beauty is not just about physical appearance but also about the energy and essence of an individual. In a world where beauty standards are constantly changing, half magic beauty serves as a reminder to embrace our unique qualities and celebrate our individuality. It encourages us to look beyond the surface and appreciate the beauty that lies within. Half magic beauty is a reminder that true beauty is not about being perfect but about being authentic and unapologetically oneself..

Reviews for "Embracing Half Magic Beauty: Unveiling Your Inner Goddess"

- Sarah - 2 stars - I was really excited to try Half magic beauty, but I was left disappointed. The products didn't live up to the hype. The foundation felt heavy on my skin and didn't blend well. The eyeshadow palette had poor pigmentation, and the colors didn't last long. Overall, I was not impressed with this brand and won't be repurchasing.

- Emily - 1 star - I had high expectations for Half magic beauty, but I ended up regretting my purchase. The products were overpriced for the quality they delivered. The mascara was clumpy and flaked off after a few hours. The liquid lipstick was drying and made my lips feel uncomfortable. I expected more from a brand that claims to be magical, but sadly, it fell short.

- John - 2 stars - I had a bad experience with Half magic beauty. The highlighter I purchased was barely noticeable on my skin and had a strange texture. The blush I tried lacked pigmentation and didn't blend well. I also didn't appreciate the strong scent of the products. For the price, I expected better quality and performance.

- Lisa - 3 stars - Half magic beauty didn't meet my expectations. While the packaging was beautiful, the products inside were lackluster. The lipstick felt drying and settled into fine lines. The foundation had limited shade range and didn't provide enough coverage. I couldn't justify the cost for products that didn't deliver the desired results.

Half Magic Beauty Revealed: Embracing Your True Self