One thing about Euphoria: there is no other TV Show with greater impact on makeup trends…Now, Euphoria fans, rejoice! Donni Davy is launching the ultimate “Euphoria makeup”.

Last season, the internet was obsessed with all things Euphoria makeup. From memes to countless recreations and inspired looks, the show quickly cemented its glittery, bejeweled make-up looks as a pop culture icon.

Doniella Davy is the mastermind behind all the Euphoria glam and the founder of the viral trend “Euphoria makeup”. Now, she is giving the fans what they’ve been begging for, Half Magic, made in collaboration with Euphoria and A24. The makeup artist announced the brand on Tuesday, which she’s been incorporating into the hit show’s second season. Davy has been developing the brand shortly after the first season of “Euphoria” aired in 2019, which actually means we’ve probably seen some of the product on the Euphoria cast!

“I’ve been secretly working on creating the makeup line of my literal DREAMS,” Davy shared in an Instagram post yesterday. “I couldn’t be more completely over the moon thrilled out of my mind to introduce Half Magic.” According to Instagram’s the beauty news account @trendmood1, Half Magic will reportedly arrive sometime this spring, around May.

If you wanna gather some inspo before the brand launches you can always check Donni’s Instagram page. She often gives a backstage peek at the looks on her Instagram, where she’s garnered over 400 thousand followers and counting. She explains the symbolism behind the makeup and the process of developing the designs with the cast.

Although the show’s makeup looks are more focused on the eyes, we are so excited to see different variety of products from the brand!

Follow their Instagram @halfmagicbeauty and sign up on to stay updated.