Agenda-setting intelligence, analysis and advice for the global fashion community.
“Euphoria” stars Zendaya, Hunter Schafer and Sydney Sweeney may be among the most in-demand celebrities for beauty and fashion endorsement deals, with countless brands clamouring to showcase the cast members in their makeup (and jeans). But only one beauty brand has been able to capture their faces all at once, without the massive check normally required.
Half Magic, the cosmetics brand by the show’s makeup department lead Donni Davy, features products created to achieve the artist’s signature glittery, iridescent makeup aesthetic that has become one of the hit HBO show’s most distinctive visual elements. Both Davy and her investors, including “Euphoria”'s production company A24, are clear that the beauty brand stands on its own apart from the show. But after four years in business, she’s finally unveiling an official “Euphoria” collection just days after the season three premiere on Sunday.
“It’s all a complete ‘Euphoria’ makeup artefact deep dive,” Davy told The Business of Beauty. Launching April 29 at Ulta Beauty and on Half Magic’s site, following the April 12 premiere, the collection features a new eyeshadow palette, lip gloss and more in exclusive colours full of “Easter eggs,” said Davy. Packaging features images from Euphoria film stills, movie quotes, Davy’s script annotations and product names tied to iconic moments.
For legal purposes, the products are not affiliated directly with the stars, and Half Magic can’t use images of them on its own social media, given their other brand deals. But an eyeshadow palette with six shades named after each of their characters — Rue, Cassie, Lexi, Maddy, Kat and Jules — based on what colours they’ve worn on the show, is perhaps just as effective at tying their looks to the makeup line.
ADVERTISEMENT
“All of these products were definitely used in the show,” said Davy. In this season, the “Cassie” eyeshadow shade appears frequently on Sweeney, while Schafer is shown in “Jules” and Maude Apatow’s character Lexi wears her shade during the Nate-Cassie wedding scene teased in the show’s trailer. The collection will also include face gems, which appear on guest star Rosalía and hearken back to the show’s earlier looks. “There is definitely a point in which people will have their season one itch scratched,” said Davy.
The collaboration was a long time coming, as fans have waited four years for a third season to be released.
“There was always a desire to lean in, but we thought that would be a lot sooner, and then season three took quite a bit of time to come to air,” said a source at A24. “It took longer than we anticipated.”
The collaboration marks the beauty brand’s third launch with an A24 production, following smaller limited-edition launches with the films “Priscilla” and “Maxxxine.”
The film and TV tie-in is “one of Half Magic’s singular competitive advantages,” said the A24 source. “A lot of brands in beauty are trying to create cultural moments, and we are intrinsically connected to them.”
Davy waited until the third season, however, to ensure the brand wouldn’t be confused with “Euphoria” merch.
“I knew as a founder, the DNA would be so rooted in ‘Euphoria,’ and that’s what people know me for,” said Davy. “We were not set out to be a Euphoria-branded brand.” But she said that now is the right moment to pay homage to the artistic vision that got her where she is today.
“We had this dream of doing this collab collection at some point down the line, and it was always going to be for this season,” said Davy. “We didn’t know if this was going to be the final season. I still don’t know, technically.”
Sign up to The Business of Beauty newsletter, your complimentary, must-read source for the day’s most important beauty and wellness news and analysis.
