06.27.23
Half Magic, a vegan, cruelty-free, and transformative makeup brand from the imagination of Donni Davy, the head makeup artist from HBO’s “Euphoria,” has closed on its investment round led by premier consumer investor Alliance Consumer Growth, with significant participation from A24, Imaginary Ventures and Access Entertainment.
Funds will be allocated toward supporting notable growth year over year, including fueling expansion via the brand’s inaugural debut in brick-and-mortar retail set for later this year.
With #euphoriamakeup sitting at 2.5 billion views on TikTok, Davy launched Half Magic in 2022 in response to the significant impact #euphoriamakeup had on pop culture.
“Half Magic is the answer to countless DMs asking me how to layer glitter and color,” said Davy. “I wanted to provide fun, user-friendly products and tools all in one place for people to not just create the looks I’m known for, but also to bring a little sparkle and joy into every day.”
‘A Touch of Magic’
The brand is poised to deploy the newly raised capital toward growing brand awareness and bringing more innovative products to market. Continuing to fuel its 2023 300% year-over-year growth projection, Half Magic sets impressive sights by bringing TikTok’s beloved brand into a nationwide retail partner for the first time this summer to encourage self-creativity in everyday makeup routines, according to the company.
“It's incredibly fulfilling to witness our iconic, viral products like Magic Flik liquid eyeliner pen and the wing guide makeup tool, Wing Magician, attracting new Gen-Z users across digital platforms by actually making makeup easier,” said Michelle Liu, general manager of Half Magic. “As we envision the future, the unique range of shades and remarkable versatility of our products will continue to fuel captivating content creation and engagement.”
She continued, “We are thrilled that our trusted investment partners share our unwavering belief in the power of our products. With their invaluable support, we are poised to spread a touch of magic around the world, expanding from D2C to the world of retail (where our fans will be able to test products in person) for the first time, all the while ensuring that everyone's makeup bag always holds a sprinkle of enchantment.”
Additional Reading
Click here for our exclusive podcast with Donni Davy.