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Your obsession with Euphoria makeup is about to be fed even further. While we’ve all spent hours scouring the internet for the products and techniques needed to recreate the HBO show’s iconic looks, it seems the team responsible have been hard at work behind the scenes developing a beauty line.
The show’s makeup designer Donni Davy broke the news on her Instagram page, where she shares the inspiration and artistry behind Euphoria‘s intricate and detailed looks. “WHAT IF I said I have a makeup line and it’s launching this Spring,” she wrote alongside a series of makeup and swatch shots.
“I can’t believe I’m finally able to share this, and that this is actually real!!” Davy continued. “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.”
Half Magic Beauty is the result of a collaboration between Davy – who serves as the co-founder and creative director – and the team behind Euphoria, including production studio A24. The demand is certainly there, with a recent study by Uswitch revealing the teen drama to be the most influential when it comes to our makeup.
Uswitch’s Google search data over twelve months demonstrated that Euphoria garnered more than 824,000 annual searches, with character Maddy Perez’s bold looks proving most popular at 221,000 combined annual searches.
But while the brand may have begun as an extension of Davy’s work on the hit show, she insists it’s not strictly a ‘Euphoria makeup brand’.
“The makeup transcends the show. In its own way, it became its own entity,” Davy explained to Allure of the impending launch. “We want to go with that and not just be an accessory to the show, because at some point the show’s gonna be over.”
Davy revealed that she had used Half Magic Beauty throughout the filming of season 2, so the products will no doubt satisfy fans looking to recreate the show’s trademark ‘glitzy grunge’ aesthetic. But Davy also believes that the brand still stands on its own and will work for those that haven’t yet been swallowed by the Euphoria fanfare (can’t relate).
Half Magic Beauty is set to launch in May, with Allure revealing that the line will consist of both beauty products and accoutrements (obviously there will be rhinestones), but also tools – such as a device to help perfect Maddy’s signature razor-sharp liner looks.
Counting down!
