“We're in a makeup [and] a self-expression renaissance right now," "Euphoria" makeup artist Donni Davy said on the latest episode of the Glossy Beauty podcast.
After three years in development, Half Magic, the beauty brand by Davy and A24, debuted this week to extreme fanfare. Davy sees the brand to be an expression of "dopamine makeup," where it encourages its users to experiment with their self-expression and identity through makeup.
Half Magic is selling DTC to consumers and will stay that way in order to maintain Davy’s direct and close relationships with customers. Despite the bold colors and glitter rhinestone masterpieces seen in "Euphoria," Davy wants to showcase all types of looks with Half Magic. With a wide variety of beginner-friendly lip kits, rhinestone packs, eye paint and applicator tools, Half Magic reassures customers that the "magic" of a makeup look is within oneself.
The Glossy Beauty Podcast