Donni Davy Launches Euphoria S3 Half Magic Collection
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- Half Magic released a limited-edition Euphoria Season 3 collection with two new products — a six-shade eyeshadow palette named after the show's female leads and a rosy-brown lipgloss
- Four preexisting products launched in new hues, including pressed glitter in iridescent periwinkle, glitter eye paint in lavender holographic, silver-and-gunmetal face gems, and a sheer rosy-pink "blush-lighter"
- Three Half Magic bestsellers — the Magic Flik liquid eyeliner, Fliq Eraser Makeup Correcting Pen, and Wing Magician Reusable Silicone Guide — are now available in new collectible packaging
- Donni Davy said the new drop reflects a more sophisticated approach compared to the glitter-heavy aesthetic she used on Euphoria's first season
- Half Magic originally launched in 2022 in partnership with A24, inspired by Davy's work on the show's debut season
- Euphoria Season 3 returned to HBO earlier this month after a four-year hiatus, jumping five years forward with Zendaya, Sydney Sweeney, Hunter Schafer, and the rest of the cast now playing characters in their 20s
Why it matters: The drop ties a product line directly to a four-year-awaited TV return and signals Half Magic is positioning itself as a maturing beauty brand — the shift away from S1-era glitter toward "sophisticated" rosy and periwinkle shades, plus repackaged bestsellers, shows Davy and A24 leveraging a flagship HBO property to convert show viewers into recurring customers beyond the novelty of chrome lids.
