Half Magic Review: The Viral Euphoria Makeup Brand Landing at Sephora UK
As Euphoria returns in April, the show's Emmy-winning makeup artist, Donni Davy, finally brings her cult brand to the UK. Gia put its most viral products to the test.
Last month, Half Magic Beauty, the cult brand founded by Euphoria’s Emmy-winning makeup artist Donni Davy, launched in Sephora UK, bringing its signature glitter-heavy, high-pigment aesthetic to a new audience.
With Euphoria set to return this April after a four-year hiatus, beauty is once again turning its attention to the show that redefined Gen Z makeup: expressive, maximal, and unapologetically experimental.
As both a long-time viewer and someone drawn to bold, high-glam beauty, I tested some of Half Magic’s most talked-about products to see whether they translate from screen to real life.
What Is Half Magic Beauty? The Story Behind Donni Davy’s Brand
Half Magic is a vegan, cruelty-free beauty brand rooted in creative expression. Founded by Donni Davy in 2022, the head of department and visionary behind Euphoria’s most iconic looks, the brand adores bold pigments, experimental textures, and, above all, glitter.
Recreating the Iconic Jules Makeup Look That Defined Euphoria Season 1
Davy’s work is defined by its ability to evoke emotion through makeup alone. From rhine-stoned lids to iridescent washes of colour, each look feels deeply character-driven.
One of the show’s most enduring beauty moments appears in Season 1, Episode 6: Jules, played by the beautiful Hunter Schafer, in a gold-foiled, angelic look.
Glitter brows, golden eyes, and a soft glow combine to create something ethereal yet grounded, a perfect example of how Euphoria blurred the line between fantasy and everyday beauty.
As Davy described it on her Instagram:
“I wanted to evoke something ethereal, romantic, and gothic.” (@donni.davy)
Product Review: Testing the Most Viral Half Magic Makeup
Products used:
Glitterpuck (eyes + face)
1. Half Magic Glitterpuck Review: Does the Viral Glitter Live Up To The Hype?
The Glitterpuck is easily the hero product.
Unlike traditional glitters, this water-infused pressed formula has a soft, almost cushion-like texture that makes application easy. I used my fingers to tap it onto the lids and build intensity.
What sets it apart is the finish: reflective and dimensional without falldown. It sits somewhere between a gel and a powder, meaning it glides on smoothly but stays in place.
I used the shade Glimmer Pop across the lids, pairing it with a deeper purple eyeshadow underneath the eyes to create definition.
The result feels wearable, but still distinctly Euphoria-coded!
2. Mastering the Graphic Wing: Magic Flik Eyeliner and Flik Eraser
Given Donni Davy’s reputation for graphic liner, expectations here were high.
The Magic Flik eyeliner delivers immediate payoff, an ultra-black pigment that pops in a single stroke. It’s particularly effective layered over shimmer or glitter, where weaker formulas tend to disappear.
As someone who gravitates towards a thicker, more dramatic liner (often inspired by Lana Del Rey), I look for precision and intensity, and this delivers both.
The Flik Makeup-Correcting Pen is where the practicality comes in. Instead of reaching for micellar water and reworking the entire eye, this allows for small, controlled corrections. The paddle-shaped tip makes it especially easy to sharpen edges or clean up flicks without disrupting the rest of the makeup.
3. Magic Drip Glitter Lip Gloss: The Y2K Aesthetic Reimagined
To finish the look, I used the Magic Drip Glitter Lip Gloss in Y2K Cherub.
Glittery gloss is firmly back, and this leans fully into that early-2000s energy, with high shine and multidimensional sparkle, without the heaviness or stickiness that often comes with glitter formulas.
Worn alone, it gives a soft wash of colour. I prefer putting it over a nude lipstick for more of a statement look!
My Verdict: Is Half Magic Beauty Worth the Sephora UK Hype?
If there’s one product worth trying, it’s the Glitterpuck. It’s rare to find a glitter that is easy to apply and highly pigmented without the usual mess. It translates the Euphoria aesthetic into something that works beyond the screen.
With Euphoria returning this April, it feels likely that this kind of maximal, emotionally-driven beauty will resurface again. If so, Half Magic is already ahead of it.
(I was kindly gifted these products by the PR for this review)
Such a detailed review! Love it! Love Glitter Puck!!
I love the sparklessss!