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Half Magic Beauty is an online makeup brand founded by Donni Davy, the head makeup artist behind HBO's Euphoria. The brand offers a range of vegan and cruelty-free cosmetics focused on expressive, bold looks.
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About Halfmagicbeauty
Free shipping from
$49 (US orders)
Main category
Vegan and cruelty-free makeup
Product range
Eye, lip, face gems, tools and accessories
Founder
Donni Davy (makeup artist, HBO's Euphoria)
Target audience
Makeup enthusiasts of all skill levels
Loyalty program
Club Half Magic (earn perks per purchase)
Product certifications
Vegan, cruelty-free
Subscription option
Subscribe and save available
Half Magic Beauty positions itself in the expressive makeup segment, targeting consumers who use cosmetics as a form of self-expression rather than purely for everyday coverage. The brand appeals to a wide audience, from makeup beginners to experienced enthusiasts, and leans toward a bold, unapologetic aesthetic inspired by editorial and fantasy looks. Products are priced in the accessible-to-mid range and include eye crayons, duochrome eyeshadows, face gems, and lip products with intensely saturated pigments. The brand's vegan and cruelty-free credentials are central to its identity, and it also emphasizes sustainability as part of its brand positioning.
Active promotions
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Example promotion
This is an example of a promotion that could suit this business. It is not a guaranteed active offer or a working discount code. Check the website for current deals.
To the shop
Halfmagicbeauty in the news
Recent updates and background about Halfmagicbeauty, summarised in our own words.
Donni Davy on Half Magic and Euphoria Season 3 Makeup
Donni Davy, the makeup artist behind the looks in the television series Euphoria, spoke about her beauty brand Half Magic and the makeup work for the upcoming third season. The interview covers both her creative process and the direction of the brand.
Visit Halfmagicbeauty →Overview of the Euphoria x Half Magic Beauty Collection
A collaborative makeup collection between Euphoria and Half Magic Beauty was released, featuring a range of products inspired by the bold looks seen in the series. The collection brings together the visual identity of the show and the offerings of Donni Davy's brand.
Visit Halfmagicbeauty →Euphoria Makeup Artist Donni Davy Launches Beauty Brand
Donni Davy, who served as the lead makeup artist on Euphoria, has introduced her own beauty brand. A selection of products from the line has been highlighted as particularly noteworthy among the available offerings.
Visit Halfmagicbeauty →Summaries by Image Review based on publicly available sources and our own editing. External links may contain affiliate links.
What others ask about Halfmagicbeauty
Answers to the most common questions, based on search behaviour and our own research.
Is Half Magic Beauty a reliable webshop?
Half Magic Beauty is a legitimate brand with an established online presence, a loyalty rewards program, and products stocked through its own webshop. The brand has received award recognition for several of its products and is associated with professional makeup artist Donni Davy.
Does Half Magic Beauty offer free shipping?
Yes, Half Magic Beauty offers free shipping on US orders of $49 or more. International shipping is available but rates and conditions vary.
Are Half Magic Beauty products vegan and cruelty-free?
Yes, all Half Magic Beauty products are vegan and cruelty-free. This is a core part of the brand's identity and is stated prominently across the website.
What kind of makeup does Half Magic Beauty sell?
Half Magic Beauty focuses primarily on eye products such as eyeliners, eyeshadows, and eye crayons, alongside lip products, face gems, and tools. The range includes bold, expressive options like duochrome eyeshadows and glitter-based formulas.
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