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Makeup· accelerating
AcceleratingHalf Magic Beauty
Los Angeles, USA · Founded by Donni Davy (Euphoria HMUA) · Founder-led
Maximalist, expressive colour cosmetics inspired by Davy's HBO Euphoria makeup work.
Why it matters
Launched 2022 with backing from A24. Glitterpuck and Face Gems went TikTok-viral in launch week and seeded the cultural ‘Euphoria makeup’ aesthetic into mainstream Gen Z routines. Reference case for IP-adjacent brand launches with a clear cultural moment to anchor.
Ingredients we're watching
polyester glitterpigmentskin-safe adhesives
External
halfmagicbeauty.com →Other brands in Makeup
Graph relationships
Timeline
Sources
- 01
- 02Inside A24's Beauty Bet on Half Magic ↗Business of Fashion