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From the imagination of award-winning makeup artist Donni Davy (HBO’s Euphoria), HALF MAGIC was designed to provide inclusive beauty products that allow you to look and feel as unique as you are. Whether you want an eye-catching blast of color or a subtle pop of glitter, we have exactly what you need to wear your heart on your face and embody every version of you.

We curated our line of vegan and cruelty-free makeup products to help you shape-shift with every day – using intensely saturated pigments in bold mattes and multidimensional shimmers. All you need is a mirror and your creativity. For your essentials, we have high-pigment eye paints and glitter liquid eyeliners, fluffy lip creams and longwearing lip liners, and the most iridescent duochrome highlighter you’ve ever seen. We even have rhinestone face gems for your most creative festival looks or your wildest nights (or days) out. We package this all up with our beauty essentials toolbox – our perfectly angled eyeliner brush, our adornment tweezers, and a beginner-proof way to achieve the perfect winged eyeliner.

We hope HALF MAGIC helps you create your deepest dream self. Be strange, be beautiful, be absolutely and unapologetically you – because "normal" means nothing.