Euphoria’s MUA, Doniella Davy, also known as Donni Davy, is launching her own brand inspired by the edgy makeup looks she created for the HBO series.
And it’s about time—it’s only season two, but beauty fans have been talking about the characters’ makeup since the show debuted nearly three years ago.
Davy’s new brand is Half Magic Beauty—and its Instagram is still a bit secretive. Davy posted on her personal IG:
“For the past two years and while filming Season 2, I’ve been secretly working on creating the makeup line of my literal DREAMS. I couldn’t be more completely over the moon thrilled out of my mind to introduce Half Magic.”
Welcome to Artist Spotlight #76 series on my blog.
More About Half Magic Beauty
According to Half Magic’s Instagram bio, Davy is working on the line with A24, Euphoria’s production house.
Half Magic’s website is black, like its IG, but gives us a few hints, stating:
Something weird and beautiful is brewing.
Space cowboy or glitter queen? Belle of the ball or neon boy next door? Bold or bolder? Follow your creativity down the rabbit hole and shape-shift into today’s version of you with HALF MAGIC.
The Makeup On ‘Euphoria’
Rue (played by Zendaya) and Jules (Hunter Schafer) first made headlines during season one with their glittery eyes—and the looks even inspired at Ulla Johnson’s show during New York Fashion Week, back in 2019.
Cassie (Sydney Sweeney) was once covered in sapphire and teal gemstones. Maddy (Alexa Demie) often rocks neon eyeliner, and Kat (Barbie Ferreira) once wore sheer red eyeshadow. Take a look at these looks at others at Byrdie.
How does Davy create these looks? She’s a fan of several brands, including Colourpop palettes for bold eyes, Make Up For Ever’s Star Lit Diamond Powder to highlight—and MAC’s 212 Flat Definer Brush is essential, Allure reports.
The makeup look in the photo above, right, is Kat. Davy posted the photo on IG, stating:
“Along with Barbie Ferreira’s input and insight into Kat, Alexandra French & I used the super inspiring color palette of Heidi Bivens’ costumes to base Kat’s looks on. Brown liner and gloss felt like the necessary counterpart to Kat’s 1990s hair moment by Kimble Haircare.”
While there are some straightforward styles, every expert that was interviewed said that the big theme for 2022 will be individualized beauty. So long are the days of contouring our faces the same way and doing our eyeshadow in traditionally “pretty” blends. Nowadays, they say makeup application is all about doing it in a way that makes you feel good.
“It’s so evident that [makeup] is about feeling it and an emotional connection to color,” says Lisa Eldridge, celebrity makeup artist and Lancôme’s global creative director. She notes that she’s seeing people wear several colors on their face without necessarily blending it the way we’ve traditionally been taught to: “It’s just color for color’s sake — there’s something so nice and playful about it.“
Welcome to Artist Spotlight #74 series on my blog.
“In 2022, we will see unconventional explorations of self through experimental makeup looks that are more about individual expression than achieving perfection,” predicts celebrity makeup artist Robin Black. To create this type of makeup look, she says to let your mood take control. “Try anything that pops into your mind,” she says. “It doesn’t need to be flawless, you don’t need to watch a tutorial or spend hours painstaking creating it — no rules, no ‘how-tos.”
Thanks to viral social media videos, people have learned techniques to make their makeup give their faces a lifted look. On TikTok, for example, we saw users apply concealers on the outer corners of their eyes up toward the edges of their brows to give the illusion of wide-awake eyes.
Another example is a technique shown by Eldridge above, where she applies lip liner tactfully to give the illusion of fuller, more lifted, happier-looking lips. To copy, she suggests first applying concealer to the outer edges of your lips to act as a guide, then over-lining the center of the bottom lip, and when drawing up toward the corners, she says to bring the liner into the natural lip and avoid the very edge.
HBO’s Euphoria planted the seeds of rhinestone-heavy makeup into our minds, and Pinterest predicts that the dazzling trend is here to stay. On its platform, it reported seeing a 110 percent increase in searches for crystal eye makeup over the last year, indicating that we’ll be seeing more sequins, glitter, pearls, rhinestones, and more in 2022.
As Serena van der Woodsen once famously said, “Lipstick lasts longer, but gloss is more fun.” Thankfully, celebrity makeup artist and founder of Makeup by Mario, Mario Dedivanovic, predicts that high-shine lips are expected to make a major comeback in 2022.
“It’s a look that’s playful and pouty, but can also have benefits when infused with skincare to treat lips,” he adds. To recreate, simply add your favorite lip gloss to either bare lips or over your favorite lipstick for an even bigger lip moment. Dedivanovic suggests his Pro Volume Lip Gloss ($22, sephora.com).
Instead of channeling a blast from the past, launch yourself to the future with this style of makeup. “This trend is all about making a statement,” says Black. “The best thing about this look is that faux tattoos, face stickers, and foils are easy to remove so there is no commitment.”
We recommend Paintlab’s Eye Stickers ($10, urbanoutfitters.com) to add some easy drama to your eyes.
We’ve all contoured, but strongly defined cheekbones and harsh contrasts are a thing of the past. “There’s a big difference between camera-ready contouring and real life, and I think the beauty world exhaled knowing there’s an easier way with products created to look natural, effortless, and do the work for you,” says Dedivanovic, adding that that’s why he launched his brand’s Soft Sculpt Collection. “I’m confident we’ll be seeing more of it and in gorgeous, skin-loving textures and formulas.”
Eldridge predicts that this baby cat liner will dominate makeup looks in the new year. “It’s very youthful, because it’s less heavy and less pulled-back than a heavy cat-eye,” she says.
Danielle Kimiko Vincent, celebrity brow artist and founder of KIMIKO, agrees that this trend will be everywhere. “Rather than very heavy tails, eyeliner will be more narrow, begin in the middle of the eye and be drawn outwards to create a natural lift — think slimmer tails with a subtle flick,” she says. To recreate, Eldridge suggests using a powder in the same color as your liner to give the tip a nice shadow.
Last spring, lipstick saw a surge in popularity as many of us removed our face masks in light of loosening COVID restrictions. Should the pandemic lessen in severity, Eldridge predicts that bright, bold lipsticks will come back with even more celebration than before.
“That’s what I’m looking toward — really fresh, summery-spring makeup that screams of us being able to get out in the world and just have fun,” she says. She predicts that shades such as bright pink, purple, and orange will have their moment in the new year and recommends the Lancôme L’Absolu Rouge Lipsticks in shades Rêve Toujours, Rose Cocktail, and Paris S’eveille ($32 each, lancome-usa.com) to be on-trend.
“The brow lamination look is sticking around as lifted brows that open up the eyes are flattering,” declares Kimiko Vincent. “However, this trend will take on a softer form than a lamination or soap brow, which have maximum vertical hairs throughout the brow that lay quite flat and can appear two-dimensional.”
“I feel that because most of our faces have been partly covered with the masks, that putting extra TLC in eye makeup application is where the rise of ’60s makeup trends comes from,” celebrity makeup artist Dominique Lerma previously told InStyle. “It only makes sense that the ’60s would make a comeback being as that there are so many creative ways you can use lashes and liner to express yourself.”
Multi-Functional Color Cosmetics
There’s no reason to have an eyelash-growth serum and a mascara when you can have a two-in-one product that does it all (such as the Talika Lipocils Mascara, $35, amazon.com) — and the beauty industry has taken note.
“We’ll see more color formulas across foundation, eye makeup, blush, lips, and even nails to incorporate treatment ingredients as consumers want to treat their skin 24/7,” predicts clean beauty chemist Krupa Koestline.
New Old-School Blush
Blush placement is a topic that’s been front and center on TikTok, and in 2022, Eldridge predicts that it’ll be found in an unexpected spot. “In a lot of vintage portraitures, you see that blush came down a little bit lower than we’re told we should, but it actually looked pretty fresh on the skin,” she says.
Eldridge says that splashes of unexpected, bold colors are going to be everywhere this year. “I’m seeing so much more yellows, purples, pinks, blues, greens — colors which traditionally have are considered quite out-there are becoming a lot more mainstream.”
This goes in hand with Pinterest’s predictions, which indicate that vibrant, feel-good looks are going to be a go-to trend. For newbies who want to step out of their comfort zone, Eldridge suggests applying a tad bit of color to the inner or outer edges of your eyes for a subtle, yet impactful, bang of color. “It’s always looks so nice and fresh,” she adds.