The brand is supported by A24, a film and TV studio that produces Euphoria and has collaborated with Davy on previous projects such as Under the Silver Lake and Moonlight. But don’t call it a “Euphoria makeup” line. “The makeup transcends the show. In its own way, it became its own entity,” says Davy. “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.”
To be honest, the brand caters heavily to the Euphoria fan, but nobody will be complaining. You won’t have to have seen the show to be giddy over the products, and it’s not just glitter and bold shades, either.
Half Magic is Davy’s first foray into being a cofounder and, naturally, she serves as the creative director as well. In the late summer of 2019, after the debut of the show, Davy received a call from Euphoria producers while working on Barry Jenkins’s The Underground Railroad. Brands were reaching out to Davy and A24 about partnering on beauty products due to the unwavering online fanaticism surrounding the makeup looks, but both knew they wanted to do something bigger than just a palette or lipstick collaboration.
“I knew that if I was going to be involved with a brand, I’d want to be making stuff that doesn’t already exist on the market,” says Davy. “Picking out a fun palette with Nars or Colourpop would have been super fun and quick and easy. And an instant kind of gratification — because this is not instant gratification.”
Entering the beauty world is a first for A24, which has found itself teetering into lifestyle brand territory versus just an entertainment company. And that’s intentional: Its website offers merchandise and collectibles inspired by the projects they’ve partnered on, and last year it was reported that they would launch a beauty division under Rules Beauty LLC. (“Rules” being a clear reference to characters Rue and Jules.)
“Half Magic grew out of the global beauty cultural phenomenon created by Euphoria fans around the world,” says Michelle Liu, general manager of Half Magic. “Creators behind the show (including Sam and Ashley Levinson, Kevin Turen, and A24) came together with Donni to continue evolving the conversation around self-exploration and self-expression. Providing fans with a brand and products to support that was a natural next step.”
Debuting in May, the brand will consist of both cosmetics and tools — things Davy would jury rig on set and was able to make a reality — like a device to help achieve the ultimate sharp Maddy wing. Embracing both the fantastical and the functional, there will be two categories of color ways: one being a universal shade that’s gunning for icon status á la Pillow Talk and Spice, while the other features bright periwinkles and pinks that would have Lisa Frank clutching her pearls. Half Magic will also include liquid eye pigments and glitters, and of course, next-level rhinestones.