HALF MAGIC'S EUPHORIA COLLECTION BRINGS HBO'S MAKEUP LANGUAGE TO RETAIL

Half Magic, the makeup brand founded by celebrity makeup artist Donni Davy - who also serves as the head makeup artist on HBO's Euphoria released a limited-edition collection this year.

Built directly around the show's instantly recognisable visual language: bold colour placement, rhinestone embellishment and graphic, expressive application that has influenced mainstream makeup trends considerably beyond the show's own audience since Euphoria first aired.

The collaboration carries a level of built-in creative authenticity that a typical brand-to-franchise licensing deal usually can't replicate, given that Half Magic's founder is the same artist directly responsible for developing the show's makeup looks in the first place - meaning the collection functions less as an outside brand borrowing recognisable IP and more as the original creative source translating her own already-established artistic language into a retail product line.

Euphoria's influence on mainstream makeup trends over the past several years has been genuinely significant, credited with popularising rhinestone application, bold graphic eyeliner and non-traditional colour placement well beyond the show's core teen and young-adult viewership - making a direct product collaboration a reasonably natural commercial extension of an aesthetic that had already been widely adopted and adapted by makeup enthusiasts independent of any official merchandise.

For a limited-edition collection built around a specific show's aesthetic, the real test is typically whether individual pieces have genuine everyday wearability beyond the show's more theatrical, festival-ready looks - and Half Magic's existing brand identity, built independently of the Euphoria connection, suggests the collection was designed with that everyday usability specifically in mind.