Donni Davy Creates Makeup for People Who Want to Feel Magical

In 2019, Euphoria graced our screens for the first time. The show's bold light-reflecting makeup, consisting of gem-embellished cat eyes and chunky glitter tears, were in direct opposition of its dark plot lines. Although the show's controversial themes sparked debate online — its captivating makeup looks, executed by Donni Davy, were the reason fans continued to tune in. As a result, a brand new era of makeup was born — one that for the first time, encouraged its wearers to be as loud and unapologetic as possible.

Because of Davy, Euphoria fans began to swap out their usual products for neon eyeliner and iridescent eyeshadow, and the makeup artist realized she was doing way more than just dreaming up makeup looks — she was inspiring a whole new generation to explore the medium. So, she created Half Magic Beauty, a brand that empowers people to feel magical through their makeup.

 

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Since Half Magic's debut in 2022, Davy has went on to release several makeup sets in collaboration with A24 — including an eyeliner and mascara set inspired by Sofia Coppola's Priscilla and a kit of blue eyeshadow and red lip gloss in honor of Mia Goth's makeup look in Maxxxine. But, Davy tells Hypebae she isn't interested in collaborating with just anyone — just like Half Magic's innovative glitter lip glosses and duo-chrome shadows, everything Davy does is formulated with the utmost care and intention.

While Davy's work on Euphoria pioneered an entire editorial makeup movement, beauty trends in 2025 have become far more subdued. In the wake of the "clean girl" aesthetic, Davy wants to see more people breaking free from using makeup as a way to conform — and instead, using it as a way to stand out.

Ahead, we speak to Davy about how Half Magic came to be, and how she's taking the intimidation out of makeup.

On the Inspiration for Half Magic

The inspiration was the global makeup movement that was born from the looks my team and I created on HBO’s Euphoria. Thousands of people were recreating the looks and messaging me — not only asking me which products I used to create the looks, but telling me how they felt inspired by makeup again, or even for the first time.

On the Brand’s Beginnings

Makeup brands started approaching me to do collaborations, but I wanted to create unique and usable makeup products so I decided to partner with A24 to create and launch Half Magic Beauty. The brand DNA is deeply rooted in the Euphoria world, but we wanted the brand to transcend the halo of the show. We created a beautiful, luxe yet playful makeup line that is not just for Euphoria fans, but for anybody who wants to re-define their relationship with makeup.

On Who Half Magic Is for

Our products are for people who want their makeup to stand out and make them feel magical. A bright blue frosty eyeshadow, a juicy long-wear lip combo, or a nude wash of sparkle on the eyes ignites the "main character energy" that lives inside of all of us. The makeup is only half the magic — the other half is you.

Our formulas and tools are designed to impress professionals, and delight makeup newbies with how easy and effective they are to use. I like to think that Half Magic takes the intimidation out of makeup, so people can focus on the fun part — creating a look that makes you feel magical.

On the "Clean Girl" Makeup Trend

A lot of people feel most comfortable blending in, so they stick to the minimal side of what’s trending. I love that makeup can help us feel more confident and comfortable in the world, but I’d encourage people to experiment with using makeup to express a less demure side of themselves. Try on an alter-ego — see how a metallic smokey eye makes you feel. Even the most subtle eyeshadow, liner or pop of glitter can drastically shift our appearance, and mood. Makeup can even be an act of feminism once we veer away from using it to fulfill a male gaze or complying with what we’re told is "on trend."

On Her Dream Collaboration

My dream collab would be a Euphoria capsule collection. Our A24 collabs are super authentic, in that we provide the actual products to recreate the actual looks from the show or film. When possible, we work directly with the makeup designer to bring their vision to life. For example, we worked with the A24 franchise X/Pearl/Maxxxine’s makeup designer Sarah Rubano to create both the exact perfect Blue eyeshadow that Mia Goth wears in X, and the shimmery gunmetal she wears in Maxxxine. I’m not interested in doing collabs just because we can — it has to be grounded in creative collaboration with the project, rather than just some random association. 

On the Future of Half Magic

[I plan to] get more people on the sparkle train, put out more self empowering makeup education, and expand globally.

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