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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 bomb 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 face makeup, we have LIGHT TRAP, a magical duochrome highlighter that color-shifts with every angle for a unique ethereal glow. We also have DEW LOCK, a hydrating setting spray that gives your skin a dewy soft-focus finish. Whether you're going for subtle pops or high-impact swatches of color, HALF MAGIC makeup can help you build eye-catching looks with depth and dimension.

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