With Half Magic, the ‘Euphoria’ Makeup Team Is Bringing Gen Z Beauty to All

It took off like a match against a hard dry brush. When Happiness premieres on HBO in the summer of 2019, the beauty landscape is dominated by the fashion establishment’s no-makeup make-up and Kardashian’s figure-by-figure school. But what came to the screen in those early episodes of season 1 — the lines of eyeliner as bright as candy, the rhinestones along the brows, the fiercely drawn cat eyes of age-old rage. teen — soon formed the phrase “Happiness makeup” out of people’s mouths. The characters on Instagram have faithfully recreated the look. Makeup artists backstage at runway shows cited this series of photos as inspiration. Donni Davy, Happinesshead of the makeup department, finds herself with loads of new followers. “I am continuing to see the full effect of Gen Z working on their own interpretations of Happiness makeup, of course, originally came from mostly Gen Z,” she told me in mid-2020, a few months before winning an Emmy for her work.

Hunter Schafer, as Jules, in one of the HappinessMakeup’s direction looks.

By Eddy Chen/HBO.

That cyclical relationship — flame fanning flame — takes it a step further today, with the launch of the Half Magic makeup brand. A brainchild of Davy and Happiness creative team, with support from A24 (program production studio Midas-touch), this product line is more than just a ready-made toolkit for experimentation. It’s a spin-off series that’s not shown on TV but live, with the main character’s energy channeled into each glistening tube of clothing.

Donni Davy in the Half Magic makeover trailer.

Courtesy of Half Magic.

“I fantasized about things, like, ‘If only this existed,’” Davy said one recent afternoon in New York, her glittering lid catching light. Usually based in Los Angeles, where she welcomed a baby boy in December shortly after birth HappinessIn the second season, the 33-year-old opened up shop in the Half Magic makeup trailer to get a glimpse of the products. It’s a focused formation, but designed to stimulate the magpie’s brain. There are three-dimensional rose gold and purple iridescent holographic face powder. Small face jewelry comes in the form of lightly colored metal cones (sold out within minutes) or neon studs. Davy swipes eight Chromadaries eyeshadows in her hand, demonstrating how they can amplify each other: Sparkling lilac Spirit Guide is layered over translucent Sky Juice, for example, for a dual-color effect.

Half Magic’s Chromadaries eye pigment, which features a mix of matte and shade, features the brand’s glittery emoji.

Courtesy of Half Magic.

https://www.vanityfair.com/style/2022/05/half-magic-launch-euphoria-makeup With Half Magic, the ‘Euphoria’ Makeup Team Is Bringing Gen Z Beauty to All

Sarah Ridley

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