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Agenda-setting intelligence, analysis and advice for the global fashion community.

‘Euphoria’ and Half Magic Launch Makeup Collection

The hit HBO show’s lead makeup artist Donni Davy spoke exclusively to The Business of Beauty about how she brought ‘Euphoria’ makeup to market — and why it took so long.
The Glitterpill eye paint in Half Magic's new "Euphoria" collaboration.
The Glitterpill eye paint in Half Magic's new "Euphoria" collaboration. (Danny Mustar)

“Euphoria” stars

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Further Reading

The New Beauty Maximalism

As several industry insiders forecast its decline, the 'clean girl' aesthetic continues to dominate beauty. But emerging makeup trends, and fascination with ‘2016 makeup,' signal consumer appetite for something new.

The Euphoria Effect

The stars of the HBO high school drama are racking up brand partnerships, magazine covers and industry influence.

The Makeup Artist At The Centre of Gen-Z

The “Euphoria” makeup style popularised by Donni Davy is the biggest trend beauty has seen since contouring. Now, her brand, Half Magic, is readying itself to take on cosmetics giants with an Ulta Beauty launch.

About the author
Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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