After years of pared-back ‘clean girl’ beauty reigning supreme, 2026 is officially ushering in a new era – and it’s unapologetically bold. With searches for ‘2016 makeup trends’ soaring by 4000%* in the last month alone, maximalist makeup is having a major moment, marking a return to colour, creativity and full-glam self-expression.
Leading the movement is cutting-edge global beauty brand born in LA – Half Magic Beauty – bringing sparkle, pigment and playful artistry back to the forefront, now available exclusively at Sephora UK.
Founded by two-time Emmy Award-winning celebrity make-up artist Donni Davy, Half Magic’s bold and beautiful products are renowned for disrupting the beauty industry. Best known for her viral makeup looks on HBO’s Euphoria where makeup became as much of a star as the characters themselves, Davy redefined beauty on and off screen and inspired the iconic global #euphoriamakeup movement garnering over 1B in reach – influencing a generation.
With Euphoria set to return in April 2026, there’s never been a better moment for Half Magic’s highly anticipated UK debut.
Davy has since become a go-to for some of pop culture’s brightest stars, curating standout looks for Reneé Rapp, Mindy Kaling and Chappell Roan, cementing her status as one of beauty’s most influential and iconic creatives.
Established in 2022 in collaboration with Global film & TV studio – A24, Half Magic is rooted in unapologetic self-expression, self-discovery and playful experimentation. On a mission to make artistry fun again, the brand delivers pro-level products and high-pigment formulas in dazzling shades that are accessible for all – inspiring everyone from makeup “newbies” to professional makeup artists.
Founder of Half Magic Beauty, Donni Davy comments: “Half Magic was born from my love of makeup as an art form – something expressive, emotional, and a little bit magical. 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 make-up in their own way. I can’t wait for the UK to experience these products and create their own bold beauty moments.”
In just three years, Half Magic has rapidly gained cult status with accolades from Allure and Glamour. From multidimensional mattes to shimmering toppers and next-level glitter, Half Magic makes it effortless to create fantastical, colourful looks that last.
Hero products launching at Sephora UK include:
- Blushing Lizard Eyeshadow (£14.00): A richly pigmented duo chrome mauve taupe with striking blue reflects, housed in a pocket-sized, first-of-its-kind compostable compact.
- Glitterpuck Pressed Fairy Dust (£29.50): A sophisticated glitter that combines the glide of a gel with the lasting power of a powder for effortless, high-impact sparkle.
- Wing Hack Set (£45.00): A three-piece system designed to take the stress out of eyeliner — instantly eliminating winged liner fails.
Sarah Boyd, managing director, Sephora UK, adds: “We’re thrilled to welcome Half Magic Beauty as our latest ‘Only At Sephora’ brand in the 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. At Sephora UK, we’re passionate about making beauty accessible to everyone, and Half Magic does exactly that by democratising artistry and bringing back the joy of playing with makeup. We can’t wait for our community to discover this truly one-of-a-kind brand that’s already making waves across the beauty industry.”
