How Euphoria Designs Its Makeup Looks, According To Doniella Davy

Doniella said she began thinking about and working on her own Euphoria-inspired makeup line after Season 1 aired in 2019. “We — me and the creative producers behind Euphoria  — started talking about a makeup line in the summer of 2019 after the first season aired.

“They asked me, ‘what would you want to create and how would you want to start a line? Is it a collaboration with an existing brand or is it one of our own lines from scratch?’ I started realizing that if I want to make something and my name is going to be attached to it, I want to create it from the ground up. From scratch,” Doniella said. 

Doniella said when creating Half Beauty — which is a collaboration between Euphoria and A24 Films — she thought about the Euphoria makeup community that has grown since the first season of the show. “I was thinking about what products I would want to make for the community. Looking at who these people are — we have makeup newbies who have just been inspired to start doing makeup, and we have pro makeup people who are incredible at their own work,” she explained.

“I wanted to make products that speak to everybody, have incredible formulas, fun packaging, and be at an accessible price point. I wanted to provide people with tools that allow them to create layered color-scapes on their eyes — and these products are designed to layer and be compatible with each other to create bold, high-pigmented colorful, sparkly eye looks,” Doniella said.