Half Magic
The Emmy-winning makeup artist behind HBO Euphoria glitter looks launched her own brand in 2022, with the studio as co-founder.
And Emmy-winning makeup artist who had created the graphic glittered eye looks for HBO's Euphoria launched her own beauty brand in May 2022, with the film studio that produced the show as a co-founder. Donnie Davey founded Half Magic in Los Angeles in May 2022, backed by Film Studio A24, which became the brand's first beauty industry investment. The hero, the magic flick Liquid Eyeliner, retailed at US$25. The Euphoria eyeshadow sat at 59. Davey was credited on Euphoria's title card for three seasons, and the show's makeup looks had moved into millions of beauty TikTok feeds. The structural move was the studio. A24 had built a film distribution business by treating directors as auteurs and trusting their vision. Half Magic applied the same model to beauty.
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