Donni Davy's Half Magic Beauty turns Euphoria's iconic editorial makeup looks into shoppable DTC products, backed by the show's massive cultural halo.
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See all ads on AdLibrary →Half Magic Beauty was founded in 2022 by Donni Davy, the makeup artist behind HBO's Euphoria. The brand translates the show's iconic editorial looks into shoppable DTC products, targeting consumers who want to recreate Euphoria aesthetics with products from the artist who created them. Available at Sephora and Ulta. Also searched as Half Magic.
Half Magic Beauty's most powerful marketing asset is Donni Davy's Euphoria credit—a TV show with a highly engaged Gen Z audience obsessed with recreating the makeup looks. Paid social leads with look-recreation tutorial content, featuring step-by-step Euphoria-style application videos that convert both fans and independent makeup enthusiasts. The brand's DTC model benefits from a highly motivated purchase intent audience. Browse their current ads at AdLibrary.
TikTok and Instagram Reels drive most of Half Magic's organic and paid discovery, with Euphoria-inspired look tutorials performing as both organic content and boosted paid video. Facebook retargeting captures mid-funnel visitors with product-specific creative (Eye Foam, Glitter Primer) and editorial campaign imagery. The aesthetic is deliberately fantastical and high-contrast, differentiating from clinical clean beauty competitors.
Copy themes: (1) 'made by the artist who made the look'—Donni Davy's Euphoria credentialing as proof; (2) look-recreation enablement ('achieve the Euphoria eye'); (3) professional-grade performance in glitter adhesion, pigment payoff, and long wear; (4) self-expression and fantasy—'magic for real life.' Tone is editorial and enthusiastic, speaking to an audience that sees makeup as artistic identity.
Half Magic demonstrates the leverage available when a cultural moment has an identifiable, credentialed creator. Davy's Euphoria credit gives the brand a proof point that no paid campaign can manufacture: 'I made the looks you love, now I made the tools to recreate them.' The lesson: when a brand founder created a widely admired artifact (show, album, dish, design), that artifact is the most powerful ad creative available—lead with it.
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