Have you ever watched a TV show like Euphoria and been completely mesmerised by the makeup? The glitter tears, the bold graphic liner, the colours that look like they’re from a dream?
For a long time, that kind of makeup felt like something you could only see on screen. You might look at your own neutral eyeshadows and think, “How could I ever create that?” It seemed too hard, too messy, and maybe a bit too much for real life.
But what if you could? What if there was a brand that gave you the tools and the confidence to play, to create, and to express yourself without any rules?
Also Read: A Deep Dive into the Beauty of Joseon Tinted Sunscreen’s Formula
This is the exact question that Half Magic Beauty is here to answer. Created by the very makeup artist behind the looks in Euphoria, this brand promises to bring fantasy makeup down to earth.
But is it just hype, or is it the real key to unlocking your inner artist? Let’s dive into the magical, colourful world of Half Magic and find out.
First, What is Half Magic Beauty? The Vision Behind the Magic
Let’s start with the most important question. Half Magic Beauty is a new makeup brand started by Donni Davy, the head makeup artist for the HBO show Euphoria. If you’ve seen the show, you know the looks are iconic – they’re emotional, artistic, and full of sparkle.
Davy saw that people loved the makeup but didn’t know how to recreate it themselves. In an interview with British Vogue, she explained that she wanted to create a brand that “democratizes creative makeup.” So, she created Half Magic to give us all the tools. The name comes from the idea that makeup has a kind of magic – it can transform how you look and, more importantly, how you feel.
This isn’t a brand for a simple “no-makeup” makeup look. This is for when you want your face to be a canvas.
The “Euphoria Effect”: Why We All Want to Play with Makeup Now
Before we look at the products, let’s talk about why this brand has hit such a nerve.
Shows like Euphoria changed the conversation about makeup. It stopped being just about looking pretty or covering flaws. It became a form of self-expression. It’s about showing how you feel on the inside, on the outside. The UK beauty industry has taken note, with publications like The Guardian highlighting how the show has influenced a new generation.
A glittering tear under your eye? That’s drama. A bold red graphic shape across your eyelids? That’s power. A splash of neon yellow? That’s joy.
Half Magic Beauty taps directly into this. It encourages you to be brave, to be messy, and to have fun. It’s not about being perfect; it’s about being creative.
Also Read: Is Alpyn Beauty’s Plant-Infused Line the Secret to Glowing Skin?
A Closer Look at the Star Products: Your Toolkit for Transformation
Now, let’s get into the actual makeup. What are the key products that make this brand so special?
1. Chromaddiction Flaked Shadow & Glitter
This is probably the brand’s most famous product. If you want those Euphoria-style glittery eyelids, this is how you get them.
- What It Is: It’s a liquid eyeshadow packed with big, chunky flakes of glitter. It’s not a fine, dusty glitter; it’s more like little pieces of shiny confetti.
- How It Works: You paint it onto your eyelid with the applicator. It dries down, so the glitter stays in place and doesn’t fall all over your face.
- The Colours: They are incredible. From bright pinks and silvers to mystical greens and blues. There’s a colour for every mood.
- Pro Tip: You can use this to create a “glitter tear” by drawing a line of it just under your eye. It’s also perfect for making bold shapes on your eyelids. For a tutorial on creating this look, check out Donni Davy’s guide on Cult Beauty’s YouTube channel.
2. Liquid Graphic Paint Liner
This is the tool for creating those sharp, dramatic lines you see on the show. Forget just a simple black wing; this is for full-on artwork.
- What It Is: A liquid eyeliner that comes in a huge range of vibrant colours like neon yellow, electric blue, and pastel pink.
- How It Works: The brush is fine and precise, giving you total control. You can draw lines, dots, shapes, and words.
- The Colours: Having these bright, opaque colours is a game-changer. It means your graphic liner will actually look bright and not see-through.
- Pro Tip: If you’re new to graphic liner, start small. Maybe just a little coloured flick at the corner of your eye. As you get more confident, you can try drawing shapes or double wings. For inspiration, look at the work of UK-based makeup artists like Hannah Martin.
3. Spellbound Phantasm Lip & Cheek Paint
This product is all about a magical, dewy glow. It gives you that “lit-from-within” look that feels both ethereal and cool.
- What It Is: A creamy, liquid formula that you can use on both your lips and your cheeks.
- How It Works: It blends out easily with your fingers, giving a sheer wash of colour that also has a shiny, glossy finish.
- The Colours: They are often iridescent, meaning they shift in the light. You might get a pink that looks a bit blue, or a peach that has a gold shine.
- Pro Tip: For your cheeks, dab a little onto the apples and blend quickly for a natural, flushed look. On lips, it gives a comfortable, shiny stain.
How to Start Using Fantasy Makeup (Without Feeling Overwhelmed)
I know it can be scary to move away from your usual brown eyeshadow. Here’s how to dip your toes into the world of Half Magic.
The “Baby Steps” Method
You don’t have to cover your entire face in glitter on your first try.
- Add a Pop of Glitter: Do your normal eye makeup. Then, just before you finish, use your finger to press a little Chromaddiction Flaked Shadow right in the centre of your eyelid. It will catch the light and add a touch of magic without being too much.
- A Tiny Bit of Colour: Use a coloured eyeliner to draw a very thin line right along your upper lash line. From a distance, it will just look like your eyes look brighter. Up close, people will see the fun pop of colour.
- Glossy Cheeks: Try the Spellbound Phantasm on your cheeks instead of your usual powder blush. It will make your skin look fresh and youthful.
The “Full Fantasy” Method
For a night out, a party, or just a day you’re feeling extra confident, go for it!
- Create a Theme: Think about a feeling or a colour. Are you feeling fiery? Use reds and oranges. Are you feeling calm? Use blues and silvers.
- Mix Textures: Don’t be afraid to mix glitter with graphic liner. The key is to choose colours that work together.
- Remember, It’s Not Permanent: The best thing about makeup? It washes off! If you try a look and don’t like it, you can just take it off. There are no rules.
Is Half Magic Beauty Worth the Money? A Realistic Cost Breakdown
Let’s talk about the practical side. Half Magic is a premium brand, so it’s more expensive than something you’d buy at the drugstore.
Is it worth it?
- Yes, if… you are genuinely interested in creative makeup and will use the products. The quality is very high. The glitter doesn’t fall off your face, the liners are truly bright, and a little product goes a long way. For a comparison of high-end vs. drugstore glitter, Cosmopolitan UK often does thorough reviews.
- Maybe not, if… you only wear very natural makeup and don’t see yourself ever using bright colours or glitter. In that case, it might not be a good investment for you.
Think of it as buying art supplies. You are investing in tools for your creativity. You can start with just one product, like a liner or a glitter, and see how you get on.
Where to Buy Half Magic in the UK and How to Get the Best Deals
Good news for UK makeup lovers! You don’t have to pay huge shipping costs from the US. Half Magic Beauty is available in the UK through Cult Beauty.
You can browse the entire collection on the Cult Beauty website. They often have great deals and offers, and their delivery is fast and reliable. It’s also worth keeping an eye on Space NK, as they frequently stock trending, artist-led brands. Signing up for their newsletters can give you early access to sales and new launches.
The Final Verdict: Should You Channel the Magic?
So, is Half Magic Beauty the key to fantasy makeup?
Yes, but with a small condition.
It is absolutely the key if you are willing to be playful and let go of the idea of “perfect” makeup. The products are specifically designed to make artistic, fantasy looks achievable for everyone, not just professional makeup artists.
It gives you permission to experiment. A glitter pot from Half Magic isn’t just glitter; it’s an invitation to be bold. A coloured liner is an invitation to draw outside the lines.
In a world that can often feel a bit grey, adding a little magic to your routine can be a powerful act of self-care and joy. So, why not give it a try? You might just discover a side of yourself you never knew was there.
Frequently Asked Questions (FAQ)
1. As someone who only wears neutral makeup, how can I practically incorporate Half Magic into my routine?
The key is to use these products as accent pieces rather than the main event. Instead of a full glitter lid, use the Chromaddiction Shadow as a delicate inner-corner highlight or press a tiny amount over your standard neutral eyeshadow just on the centre of the mobile lid for a pop of sparkle. For the Liquid Graphic Liners, try tightlining (applying to the upper waterline) or drawing a whisper-thin, coloured wing that’s only visible when you blink. This “gateway” approach lets you experiment with the brand’s transformative quality without leaving your comfort zone.
2. How does the quality and price of Half Magic compare to other creative brands like Glossier Play or About-Face?
Half Magic occupies a unique space. While Glossier Play focused on easy, low-commitment glitter (and has since been discontinued), Half Magic offers more high-drama, high-impact products. Compared to About-Face (founded by Halsey), which also champions artistic expression, Half Magic is more directly instructional and tied to a specific, recognizable aesthetic from Euphoria. The price point is similar to other prestige, artist-led brands, but you’re paying for Donni Davy’s specific expertise and formulas that are engineered for the precise, graphic looks she pioneered.
3. Is there a significant learning curve to using products like the Liquid Graphic Paint Liner?
There can be, but the product design helps mitigate it. The fine, flexible brush tip provides superior control compared to a standard felt tip, allowing for sharper lines. The real “learning curve” is less about technical skill and more about creative confidence. Start by practising on the back of your hand to get a feel for the pressure and flow. Then, use the edge of a business card or a small piece of sticky tape as a guide for creating straight lines or sharp wings. The brand’s Instagram and YouTube tutorials are invaluable for visual learners.
4. My eyelids are oily/hooded. Will the Chromaddiction Glitter and Liners last, or will they smudge?
Oily and hooded eyelids are a challenge for any product, but Half Magic’s formulas are designed with longevity in mind. The Chromaddiction Shadow dries down completely, which helps prevent transfer into the crease. However, for guaranteed longevity, a gripping eyeshadow primer is non-negotiable. Try a dedicated primer like the Urban Decay Eyeshadow Primer Potion. For the liners, their quick-dry formula helps, but setting your entire eyelid with a translucent powder before application will create a dry, oil-free canvas that significantly improves wear time.
5. Beyond the show’s aesthetic, what is the core philosophy of Half Magic Beauty?
The philosophy extends beyond Euphoria to what Donni Davy calls “makeup as a psychological tool.” It’s about using colour, texture, and art to externalise your internal state. The brand encourages viewing your face as a form of digital real estate or a social media feed—a space for broadcasting your mood, identity, and creativity. It’s anti-perfectionist, pro-self-expression, and built on the belief that makeup is a powerful form of communication and play, not a mask or an obligation.
6. Are these products suitable for sensitive skin or those with contact lenses?
The products are formulated to be ophthalmologist-tested and safe for the eye area, which generally includes those who wear contact lenses. However, “sensitive skin” is highly individual. The glitters are plastic-based (PET and PET/PA), which are approved for cosmetic use but can sometimes cause irritation if a particle gets trapped under the lid. If you have known sensitivities to glitter or pigments, it’s always wise to patch test a product on your inner arm or behind your ear 24 hours before using it on your face.
7. What is the most underrated product in the collection that people often overlook?
The Spellbound Phantasm Lip & Cheek Paint is a quiet hero. While everyone focuses on the glitter and liner, this multi-purpose product is the secret to achieving the dewy, “wet-look” skin that is the foundation of every Euphoria look. Used on the cheeks, it gives a flush that looks like a natural flush rather than powder blush. On the lips, it provides a stain-and-gloss in one. Its versatility makes it one of the most practical and frequently used items for building a complete, cohesive fantasy look.
8. How can I ensure my Half Magic looks are cohesive and not just a messy clash of colours?
The pro secret is to choose a colour story. Don’t just pick random bright colours. Select 2-3 shades that work together. For example:
- Analogous Colours: Colours next to each other on the colour wheel (e.g., pink, purple, blue).
- Monochromatic: Different shades of the same colour (e.g., light blue, royal blue, navy).
- Complementary with a Neutral: One bright colour (like green) paired with black, white, and silver.
Stick to your chosen palette for both your liner and glitter to create a look that feels intentional and artistically balanced.
9. What is the best way to store these products to ensure their longevity?
Like all liquid and cream products, longevity depends on proper storage. Always screw the caps on tightly to prevent the formulas from drying out—this is especially crucial for the Liquid Graphic Liners and Chromaddiction Shadows. Store them upright in a cool, dry place away from direct sunlight, which can degrade the pigments and formulas over time. Avoid storing them in a humid bathroom, as the constant moisture and temperature changes can affect the product’s consistency and performance.
10. If I could only buy one thing to capture the essence of Half Magic, what should it be?
Without a doubt, a single Liquid Graphic Paint Liner in a non-black shade, such as “Strange & Unusual” (acid green) or “Spiritually Complex” (vibrant cobalt blue). This one product embodies the brand’s core mission: to shift makeup from correction to creation. It forces you to think differently about eyeliner, encouraging you to draw shapes and lines you wouldn’t with black. It’s the most direct tool for making a personal, artistic statement and is infinitely reusable for countless different looks, from subtle to extreme.
