‘Euphoria’ makeup artist Donni Davy: ‘Makeup is so fun for trying on different versions of yourself’

After three years in development, Half Magic, the beauty brand by Davy and A24, debuted this week to extreme fanfare. Davy sees the brand to be an expression of “dopamine makeup,” where it encourages its users to experiment with their self-expression and identity through makeup. 

Half Magic is selling DTC to consumers and will stay that way in order to maintain Davy’s direct and close relationships with customers. Despite the bold colors and glitter rhinestone masterpieces seen in “Euphoria,” Davy wants to showcase all types of looks with Half Magic. With a wide variety of beginner-friendly lip kits, rhinestone packs, eye paint and applicator tools, Half Magic reassures customers that the “magic” of a makeup look is within oneself. 

Below are additional highlights from the conversation, which have been lightly edited for clarity.

More than product

“We’re in a makeup [and] a self-expression renaissance right now. The most modern way to wear makeup right now and the most exciting way to do that is a minimal, no-makeup makeup look, but then add a bright green wing or a red graphic [line] under your eyebrow or a little gem. The mixing of those two [makeup styles] and embracing the fact that bold makeup doesn’t always have to be like some super colorful, flamboyant sparkly thing from across the room — I love that there’s a way to be really minimal and cool about it. ”

Makeup as a vehicle for storytelling

“I can say that [TV makeup is] extremely collaborative and the core of the looks is all about the characters and what they’re going through in [specific] moments. [The makeup] really [is] reflecting their mood. [How I understand the characters is by] reading the scripts, but also reading in between the lines and using my imagination. Because when we drop into [a scene], I like to try and imagine, ‘OK, well what were they doing?’ ‘When was the last time we saw them?’ ‘What mood would they be in?’ And I’m looking for not just a general mood but also nuances.”

Authentic collaboration

“This character on ‘Euphoria’ Bobby, who is Lexi’s partner in crime for her play, her name is Veronica Taylor, and she is in our campaign video. She makes an appearance, as does this amazing Korean musician Sasami. We’re definitely working with influencers, [and] it’s been great. I’ve gotten to connect with people during the past three years on Instagram, artist-to-artist, enjoying each other’s work. The influencer relationships we have are really authentic and organic.”