"Euphoria" launches its own make-up brand "Half Magic".

I haven't seen a single episode of Euphoria. Nevertheless, thanks to the social media beauty bubble, I know that the U.S. series is known, among other things, for the playful makeup looks worn by its characters. A potpourri of glitter, colors, shapes and different styles. Behind it all is makeup artist - or as she calls herself, makeup designer - Doniella "Donni" Davy. Her creations serve not only as inspiration for viewers, but also for numerous beauty influencers who regularly recreate the looks from the series.

Now Davy's creative vision is set to make the leap from the screen to your mirror cabinet. Together with the film production company A24 and the makers of Euphoria, she has founded the beauty brand Half Magic. The product line is set to launch this spring, probably in May. Donni Davys, creative director for Half Magic, revealed in an interview with Refinery29 that attentive viewers will recognize colors from season two in the collection.

Colors, glitter and inspiration

Fantastic, magical looks, as we usually only know them from the runway in the context of an ordinary everyday life - according to Davy, this is what the name Half Magic stands for. With the slogan "Wear your heart on your face," the brand definitely hits the zeitgeist in the beauty industry. Davy emphasizes that the collection will not only consist of "crazy colors" so as not to intimidate anyone. There is something for everyone. He also says that the colors and textures have been chosen in such a way that even people who are usually wary of color experiments like a green eyeshadow will be pleasantly surprised. The line is to be understood as an invitation to move outside one's own comfort zone. In addition to a broad color palette, glitter is also to be made presentable. To this end, Davy relies on fine particles that are intended to appeal to a broad audience: from kids to Gen Z to people with more mature skin.

As promising as all this sounds, it wouldn't be the first time a brand launched half-baked products for the sake of profit. So I really hope the brand is what I hoped Lady Gaga's brand "House Labs" would be: a playground for experimentation where inspiration and fun are paramount.