A24 have announced their new beauty brand

Headed up by 'Euphoria' makeup artist Donni Davy.

by Roisin Lanigan and Douglas Greenwood
16 February 2022, 3:00pm


After dominating in film and TV over the past few years with juggernaut successes like Midsommar, Moonlight and Hereditary, production company du jour A24 have announced they’re moving into the beauty industry – and they’re bringing Donni Davy, head makeup artist of Euphoria, along for the ride, with the announcement of their joint venture: Half Magic Beauty.

Little is known about the brand right now, beyond the fact that it exists, and has been in the works for some time. It’s a subsidiary it seems of Rules Beauty, “a new A24 portfolio company focusing on the beauty space”, that was announced back in May 2021.

The brand was announced on Instagram by Donni and in an interview with Allure magazine. She referred to its stylings as “emotional glam”, riffing of the Euphoria universe. But it’s not an extension of it, she insists. "The makeup transcends the show. In its own way, it became its own entity," she says. "We want to go with that and not just be an accessory to the show, because at some point the show's gonna be over."

Michelle Liu, the general manager of Half Magic, told Allure: "Half Magic grew out of the global beauty cultural phenomenon created by Euphoria fans around the world. Creators behind the show (including Sam and Ashley Levinson, Kevin Turen, and A24) came together with Donni to continue evolving the conversation around self-exploration and self-expression. Providing fans with a brand and products to support that was a natural next step."

This wouldn’t be the first time that A24 expanded their cinematic universe for the hungry fans. As well as producing some of the biggest TV and film hits of the past few years, the production company recently released two Euphoria-themed books, as well as dropping the special edition scripts for Midsommarand Hereditary.  

Hoping to get your hands on whatever Half Magic has coming? Apparently the first drop comes in May. Head over to their site to sign up for more information.

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