Euphoria’s make-up artist Donni Davy will launch her own makeup line

Donni Davy, the Emmy Award-winning makeup artist for Netflix’s most iconic series, and also the most copied of the moment, has a big news. Three years after the initial success of Euphoria – which earned her the golden statuette – will launch a make-up brand of her own: it will be called Half Magic. It embodies the “emotional glam” that set social media on fire and that comes directly from the hit Netflix series, where make-up was a tool for interpreting the stories of the protagonists and their moods.

The hashtag #euphoriamakeup has 1.2 billion views on TikTok, is one of the most popular in pop culture of the moment, and this creative makeup style has also already invaded popular national TV by staging in Sanremo 2002 on the eyes of singer Elisa and those of Lorena Cesarini, co-host in the late evening alongside Amadeus.

Donni Davy’s brand was born with the support of A24, the manufacturing company behind Euphoria, which has collaborated with Davy on previous projects such as Under the Silver Lake And Moonlight. But it is not the official collection of the TV series, it is not a «Euphoria makeup».

«Makeup transcends the TV series. In his own way, it has become an entity in its own right, ”said Davy in an interview with Allure. “We don’t want to be just an accessory for the show, because at some point the show will end.”

In fact, the makeup proposed by the make-up artist is creating followers even among those who have not seen the series and are not fans of Euphoria, but are simply a lover of glitter and bold shades.

Half Magic is Davy’s first foray as an entrepreneur into the beauty industry, she will also be the creative director of the brand. In late summer of 2019, after the show’s debut, Davy got a call from the producers of Euphoria while working at The Underground Railroad by Barry Jenkins. Davy and A24 decided to collaborate on the creation of beauty products due to the unwavering online fanaticism surrounding the looks of the series but they both knew they wanted to do something bigger than a simple palette with various colors of eye shadows and lipsticks. “I knew that if I was involved in a brand, I wanted to create things that don’t already exist on the market,” revealed Davy.

On the A24 website there are merchandise and collectibles inspired by the projects the production house has collaborated on and last year it was reported that a beauty division would be launched under Rules Beauty LLC. (“Rules” being a clear reference to the characters Rue and Jules.) “Half Magic was born out of the global cultural phenomenon of beauty created by fans of Euphoria around the world, ”says Michelle Liu, beauty general manager of A24. “The creators of the series (including Sam and Ashley Levinson, Kevin Turen and A24) have teamed up with Donni Davy to continue to evolve self-exploration and personal expression and provide fans with a brand and products to support this. path. It was a natural step to take “