Half Magic

What Half Magic does

Half Magic Beauty is a vegan, cruelty-free color cosmetics brand founded in 2022 by Emmy Award-winning makeup artist Donni Davy, whose work as head of makeup for HBO's Euphoria generated the global #EUPHORIAMAKEUP movement and provided the brand's core credibility and aesthetic positioning. The company sells a focused catalog of expressive, pigment-dense cosmetics — including duochrome eyeshadows, the viral Glitterpuck pressed glitter, Glitterpill, Sparklestik eye crayons, Magic Flik eyeliner, Chromaddiction liquid eyeshadows, lip liners and glosses, face highlighters and blushes, and self-adhesive face gems — at price points ranging from $12 for tools up to $225 for the full Euphoria collaboration bundle.

The brand's underlying technical differentiators include proprietary duochrome color-shifting eyeshadow technology, a water- and glycerin-infused pressed glitter formula marketed as the "Glitterpuck," first-of-its-kind PaperFoam compostable packaging for eyeshadow singles, and hypo-allergenic medical-grade adhesive for self-adhesive face gems. Distribution is omnichannel: primary direct-to-consumer e-commerce through halfmagicbeauty.com (with international shipping to Canada and the UK via DHL), physical and online retail through Ulta Beauty, and licensing/co-branded revenue from the official HBO Euphoria x Half Magic collaboration. The business model is product-led, anchored on TikTok virality, influencer and creator content, an active editorial blog ("The Other Half"), and the tiered Club Half Magic loyalty program with auto-enrollment on first order.

Customers are primarily Gen Z and Millennial makeup enthusiasts and Euphoria fans seeking expressive, hard-to-find color cosmetics, with a secondary segment of professional makeup artists. The company is privately held, founder-led, and reported to have raised a 2023 funding round led by Alliance Consumer Growth with A24, Imaginary Ventures, and Access Entertainment; no parent company, controlling investor, or institutional owner is disclosed.

Name

Half Magic

Legal name

Half Magic Beauty

Website

https://halfmagicbeauty.com/

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Half Magic Beauty is a vegan, cruelty-free makeup brand founded by Emmy-winning Euphoria makeup artist Donni Davy, selling duochrome eyeshadows, viral pressed glitter, and bold color cosmetics via DTC e-commerce and Ulta Beauty to Gen Z and Millennial consumers.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care / Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industry

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Vegan cosmetics
• Color cosmetics
• Bold eyeshadows
• Pressed glitter makeup
• Licensed celebrity makeup

Headquarters

HQ city

California

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through halfmagicbeauty.com with online purchases, subscription options, and a rewards program (Club Half Magic).
2. Retail Distribution: Products sold through Ulta Beauty retail locations.
3. Licensing Revenue (Euphoria Collaboration): Official HBO licensed products through the Euphoria x Half Magic collaboration, including limited-edition makeup collection.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Half Magic is a direct-to-consumer beauty brand that designs, markets, and sells vegan, cruelty-free color cosmetics — including duochrome and pressed-glitter eyeshadows, liquid eye paints, eyeliners, mascaras, lip liners, glosses, balms, blushes, highlighters, and self-adhesive face gems — under its own label and through an official HBO-licensed Euphoria x Half Magic collaboration. Products are distributed via halfmagicbeauty.com, Ulta Beauty, and international DHL shipping, with a subscribe-and-save option and a tiered loyalty program (Club Half Magic).

Product overview

Half Magic is a vegan, cruelty-free makeup brand founded by Emmy-winning makeup artist Donni Davy (known for HBO's Euphoria). The company offers a diverse portfolio of bold, pigmented makeup products across multiple categories: Eye products (Eyeshadow Singles, GLITTERPUCK, GLITTERPILL, SPARKLESTIK Eye Crayons, MAGIC FLIK eyeliner, EYELECTRIC mascara, CHROMADDICTION liquid eyeshadows), Lip products (SCULPTITUDE lip liners, MAGIC DRIP glitter lipgloss, LIP SNUGGLE lip oils, CRYSTAL BUTTER lip balms, GO PLUMP lip plumpers), Face products (LIGHT TRAP highlighters, CHEEK FLUFF blushes, BEAM TRAP illuminating balms), and Adornments (FACE GEMS, FACE PEARLS, FACE STUDS). The brand's signature feature is its color-shifting, multidimensional products with bold pigments in mattes and shimmers. The flagship Euphoria x Half Magic collaboration represents a significant portion of the brand's offerings, featuring a limited-edition collection including the Eyeshadow Palette, Glitterpuck, Glitterpill, Lip Plush, and other products. The brand also offers bundles, kits, tools (brushes, stencils, tweezers), a loyalty program (Club Half Magic), and subscription options.

Differentiator

Problem solved

Functional benefit

Brands

• Euphoria x Half Magic: Limited-edition makeup collection created in collaboration with HBO's Euphoria, featuring products developed during filming of the show with character-specific makeup looks.

Products and services

• Eyeshadow Singles Highly pigmented pocket-sized pressed eyeshadows in compostable PaperFoam compacts with duochrome and multidimensional sparkle finishes, designed for custom palette building via the 'FOREVER' palette system.
• Glitterpuck Pressed Fairy Dust Viral pressed glitter eyeshadow with gel-like glide and powder staying power, designed for zero-mess application on eyes, face, and body using a water-infused pressed formula.
• Glitterpill Multi-use glitter eye paint and liner that can be applied on eyes, face, and body, available in a range of shades.
• Sparklestik Eye Crayon Creamy crayon-format eyeshadows with multi-dimensional sparkle, available in 17+ shades for eye makeup application.
• Magic Flik Liquid Eyeliner Precision liquid eyeliner with a felt-tip applicator, formulated for creating defined lines and winged looks.
• EYELECTRIC Extreme Lengthening Mascara Extreme lengthening mascara designed for dramatic lash extension, available in multiple shades including Urchin, New Bombshell, Teal Widdit, Violet Act, and Indigorgeous.
• Chromaddiction Shimmer Liquid Eyeshadow Liquid eyeshadow with a shimmer finish for multidimensional color, available in shades such as Baby Bunny, Fairies Are Real, Spirit Guide, Baby Phoenix, Lil' Beast, and A.S.M.R.
• Chromaddiction Matte Liquid Eyeshadow Liquid eyeshadow with a matte finish in shades such as Off the Deep End, Laviwinkle, Sky Juice, We Are Aliens, and Mochi Tutu.
• Sculptitude 2-in-1 Lip Liner Dual-ended lip liner that combines a liner with a lip balm in 11+ paired shade options.
• Magic Drip Glitter Lipgloss High-shine glitter lip gloss with multidimensional sparkle, available in shades such as Virtual BFF, VHS Vixen, Magic Brownie, Dreamie Genie, and others.
• Lip Snuggle High Pigment Lip Oil High-pigment lip oil balm that combines color payoff with hydration, available in shades such as Hail To The Cocoa, Say Purr, Kitten Pounce, Mauvie Industry, Killa Meows, and Fawnin.
• Crystal Butter Lip Balm Hydrating lip balm with a crystal-like shine finish, available in shades such as Cinnawitch, Icon Aura, Shell-ebrity, and Sugarhead.
• Go Plump Yourself Extreme Plumping Lip Liner Extreme plumping lip liner designed to deliver a volumizing lip effect.
• Light Trap Illuminating Highlighter Pearl-infused illuminating highlighter for the face, available in shades such as Enter the Glow and Spiritually Complex.
• Cheek Fluff Blush Buildable blush for the cheeks, available in shades such as Sexual Frustration, Pink Mushroom, Only Drama, and Magic Brownie.
• Beam Trap Illuminating Balm Illuminating balm for the face with light-reflecting particles, available in Light Beam and Deep Beam shades.
• Grippie Brow Sculpting Gel Brow sculpting gel designed to shape and define eyebrows.
• Face Gems Self-adhesive face rhinestones designed with hypo-allergenic medical-grade adhesive for all-day hold without glue, available in Iridescent Sparkle, Crystalline Nude, and Solid Neon finishes.
• Face Pearls Decorative self-adhesive face pearls available in Classic Iridescent and Bold Metallic finishes for ornamental face application.
• Face Studs Metallic face studs designed for decorative application on the face in a silver finish.
• Flik Eraser Makeup Correcting Pen Makeup correcting pen for cleanup and precision correction around eyeliner and eyeshadow application.
• Wing Magician Eyeliner Stencil Reusable stencil tool designed to help users create symmetrical winged eyeliner looks.
• Wing Hack Set Value bundle pairing the Wing Magician eyeliner stencil with Magic Flik liquid eyeliner at a discounted bundle price.
• Shimmery Neutrals Trio Eyeshadow Set Value-set trio of three shimmery neutral eyeshadows in duochrome formula, sold at a discounted bundle price.
• Metallic Eyeshadow Trio Value-set trio of three metallic eyeshadows in gold-toned shades.
• Triple Duochrome Set Value-set bundle of three duochrome eyeshadows with color-shifting effects.
• Blush Besties Set Value bundle pairing Cheek Fluff blush with the Baby Paw blush brush at a discounted bundle price.
• Rhinestone Fantasy Bundle Value bundle including Face Gems (Iridescent Sparkle, Crystalline Nude, Solid Neon), Face Pearls, Face Studs, and Adornment Tweezers at a discounted bundle price.
• Euphoria x Half Magic Limited-Edition Collection Official HBO-licensed limited-edition capsule collection translating HBO's Euphoria on-screen makeup into retail products, including an Eyeshadow Palette, Glitterpuck, Glitterpill, Lip Plush gloss, Beam Trap, Magic Flik liner, Flik Eraser, Wing Magician stencil, Face Gems, and a full-collection bundle.

Quantifiable outcome

• 94% of consumers agree Glitterpuck is the most sparkly eyeshadow they've ever used (consumer perception study of 30 participants)
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

One partnership is on record.

• HBO / EuphoriaflagshipOEM/ Whitelabel/ Licensing Partner · 14 April 2026Official HBO licensed product collaboration creating the Euphoria x Half Magic limited-edition makeup collection. Products were developed during filming of Euphoria Season 3 and packaged with Easter eggs for fans. The collection includes eyeshadow palette, glitterpuck, glitterpill, lip gloss, beam trap, and other character-inspired products. Donni Davy is the head makeup artist for HBO's Euphoria, making this a unique celebrity/creator-founded brand partnership with a major entertainment company.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pat McGrath Labs: The defining celebrity-makeup-artist-founded prestige color cosmetics brand. Both Half Magic and Pat McGrath Labs monetize a world-class MUA's creative authority into bold, pigment-heavy color cosmetics distributed DTC plus selective retailers, with category-defining eye palettes and shimmer finishes.
• Charlotte Tilbury: Celebrity-founded prestige color cosmetics house with viral product hero SKUs (Pillow Talk, Hollywood Lips) sold DTC and through global prestige retailers. Comparable to Half Magic in founder-driven prestige positioning and category-defining pigment-heavy eye and lip products.
• Rare Beauty by Selena Gomez: Celebrity-founded Gen-Z color cosmetics brand distributed through Sephora and DTC. Most direct contemporary comparison: a founder-creator brand targeting the same Gen-Z bold-makeup consumer, with equivalent Sephora/Ulta distribution ambitions and a community-led GTM.
• Milk Makeup: Independent clean, vegan color cosmetics brand built around bold, playful Gen-Z product design and multi-use sticks. Same indie-founder, cruelty-free/vegan positioning, Gen-Z target, and Ulta distribution model as Half Magic.

Emerging players

• About-Face Beauty: Musician Halsey-founded indie color cosmetics brand with bold, expressive pigmentation and creator-driven marketing. Closest peer in profile to Half Magic: a celebrity/founder origin, similar Gen-Z indie positioning, and comparable August-launches viral cycle.
• Kosas: Independent clean color cosmetics brand focused on skin-friendly, ingredient-led lip, eye, and face products with Sephora/Ulta distribution. Comparable to Half Magic in indie, clean-positioned color cosmetics targeting conscious Gen-Z and Millennial buyers.
• Tower 28 Beauty: Clean, vegan, sensitive-skin-positioned color cosmetics brand with Sephora distribution. Comparable indie founder-led color cosmetics brand competing in the same Ulta/Sephora channel for similar Gen-Z, hypoallergenic-conscious buyers.

Broad incumbents

• Fenty Beauty: Celebrity-founded (Rihanna, LVMH-backed) global color cosmetics giant with bold pigmentation and broad category coverage. Defines the competitive ceiling Half Magic's celebrity-founder-plus-prestige-positioning is benchmarked against in DTC, retail, and press cycles.
• Glossier: Iconic millennial- and Gen-Z-focused direct-to-consumer beauty brand with eye, lip, face, and skin tint products. Comparable to Half Magic in DTC-first DNA, community-led marketing, and prestige-but-indie aesthetic positioning.
• MORPHE: Influencer- and palette-led color cosmetics brand carried at Ulta. Comparable as a Ulta-distributed, bold pigment, social-media-driven color cosmetics competitor with overlapping Gen-Z eye-palette category positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCtujSK5jo9ANfaxDhaFBtMQ
• Instagraminstagram.com/halfmagicbeauty
• TikToktiktok.com/@halfmagicbeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Half Magic