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Makeup has been part of Euphoria's DNA since the first season aired in 2019. You could argue it’s been integral to the show’s success, catapulting it from a compelling series on our screens to a phenomenon shaping the cultural zeitgeist. The makeup on the show inspired fans, birthed beauty trends, and made a star out of the show’s makeup department head, Donni Davy, all of which lead to the creation of Half Magic in 2022, the makeup line Davy launched with studio A24’s blessing (and backing).
To commemorate season three, all of this comes full circle with the launch of Half Magic x Euphoria, a nine-piece collection that pulls inspiration from the series in ways it’s never done before. Each product will pay homage to the show through the shade names and the packaging, the latter of which features notes Davy wrote in her scripts during filming, lines of dialog from the show that are related to makeup, and film stills from certain episodes.
Half Magic x Euphoria Beam Trap
Half Magic / Danny Mustar
For example, the bright pink blush and highlighter duo, Beam Trap, has Cassie’s infamous monologue about being in love with Nate from season two on the front. “On the back, it says, ‘’I think being single is really stressing you out,’ which is a Maddy quote that comes right after that in the episode,” says Davy. “That’s the inspo for this product: it's hysteria, love-rage blush.” The palette helps you create the flushed cheeks of someone who just cried in the bathroom, while the packaging features the floral background Cassie sits crying in front during that scene.
Half Magic / Danny Mustar
“[The collab is] meant to be this collectible artifact that’s full of hidden messages and meanings,” says Davy. “Like on the Glitterpuck, you can see that I wrote ‘Rue signature star below her left eye in episode one and episode eight.’ It's full of little easter eggs for people to like to discover.”
With all the film elements on the packaging, Davy says they “leaned into the chaos” and that this is not a collaboration that relies on a celebrity but instead the characters she’s helped design. “Euphoria makeup was made into Euphoria makeup by the fans who gave it legs and who gave it a place in makeup history,” Davy says. “I did makeup on a show. I went to work and tried to do a good job and the fans made it a movement. This is my gift back to them.”
Half Magic / Danny Mustar
The collection features two new products for the brand including the “Bitch, You’re My Soulmate” Extra Plush Lip Gloss in “Never Been Happier,” and The Euphoria Eye Shadow Palette, with six shades like Rue, Jules and Kat, and is easy to recycle as it has no mirror or magnets in its design. There’s also four limited-edition products, like Glitter Pill and Glitter Puck, and three products in limited-edition packaging.
“I knew I wanted a product like [Beam Trap] for season three,” says Davy. “I always was going to do a hot pink Beam Trap, because I wanted to use it on the show. Then we decided to launch it as part of the [Euphoria] collection. But I already had it made for the show, I already had the Glitter Puck [shade] made for the show. I've been sitting on this for years because I was like,’If we ever do this Euphoria collection, this has to be in it.”
The Half Magic x Euphoria Collection launches on April 29th at Ulta Beauty.
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