Donni Davy’s Half Magic Beauty Lands in the UK
Consider our evening looks officially upgraded: Half Magic Beauty, the LA-born makeup brand, has arrived on British soil, available exclusively at Sephora.
If you’ve spent any time on TikTok over the last few years, you’ve almost definitely seen Half Magic Beauty gaining attention. The brand was founded by two-time Emmy Award-winning celebrity makeup artist Donni Davy — the face responsible for the global #euphoriamakeup movement. As the lead artist on HBO’s Euphoria, Davy’s work redefined beauty, making makeup as much of a main character as the cast itself.
With the show’s highly anticipated return set for April 2026, the timing of the UK launch couldn’t be better. Since the brand’s inception in 2022 in collaboration with the film and TV studio of the moment, A24, Davy has become the go-to artist for pop culture icons like Chappell Roan, Reneé Rapp, and Mindy Kaling. Now, she’s bringing that same A-list artistry to our makeup bags.
“Half Magic was born from my love of makeup as an art form — something expressive, emotional, and a little bit magical,” says Davy. “Makeup has always been a way for me to feel more like myself — joyful, confident, and free. Half Magic is an invitation to anyone, at any age, to embrace colour, sparkle, and self-expression without rules or limits. I’m so excited to bring the brand to the UK with Sephora and invite everyone to play, experiment, and embrace makeup in their own way. I can’t wait for the UK to experience these products and create their own bold beauty moments.”
The brand’s mission is clear. It wants to make professional-level artistry accessible and fun again, whether you’re a newbie or a seasoned pro. The lineup features everything from multidimensional mattes to shimmering toppers, all designed to create fantastical looks that actually last.
Half Magic Beauty launches with an edit of its cult-favourite products, including the Wing Hack Set (£45.00), a three-piece system designed to eliminate eyeliner fails, and Glitterpuck (£29.50), a sophisticated pressed fairy dust that offers the glide of a gel with the staying power of a powder. Also making its debut is Blushing Lizard (£14.00), a duochrome mauve-taupe eyeshadow housed in a first-of-its-kind compostable compact.
For Sephora, bringing the brand across the Atlantic was a no-brainer. “We’re thrilled to welcome Half Magic Beauty as our latest ‘Only At Sephora’ brand in the UK,” says Sarah Boyd, Managing Director at Sephora UK. “Founder Donni Davy’s vision — rooted in artistry, disruptive creativity, and an unapologetic celebration of individuality — is something we know our customers will deeply connect with.”
Half Magic Beauty is now available at Sephora stores across the UK, and online at sephora.co.uk. US customers can shop the brand at Ulta Beauty.