Half Magic’s Euphoria Collaboration is a “Gift Back to the Fans”

Make-up is also part of it. Euphoria’s Some would argue that DNA has been integral to the show’s success since its first season aired in 2019, catapulting it from a captivating on-screen series to a cultural zeitgeist-shaping phenomenon. The show’s makeup inspired fans, set beauty trends and made Donnie Davey, the show’s head of makeup, a star. All of this led to the 2022 birth of Half Magic, a makeup line launched by Davey with the blessing (and support) of Studio A24.

To celebrate Season 3, everything comes full circle with the launch of Half Magic x Euphoria, a nine-piece collection inspired by the series like never before. Each product pays homage to the show through the shade name and packaging, the latter of which includes notes Davey wrote on the script during filming, lines from the show related to makeup, and film stills from specific episodes.

For example, Beam Trap, a bright pink blush and highlighter duo, has Cassie’s infamous monologue about her crush on Nate from Season 2 on the front. “On the back it says, ‘I think being single is really stressful,’ which is what Maddie says right after that in the episode,” Davey says. “That’s the inspiration for this product: a blush of hysteria, love and anger.” The palette helps portray the flushed cheeks of someone who has just cried in the bathroom, and the packaging features a floral background with Cassie sitting in front crying in that scene.

Half Magic / Danny Masters