Renowned makeup artist Donni Davy, known for her captivating work on HBO’s Euphoria,
has announced the successful closure of an investment round for her innovative beauty
brand, Half Magic.
Renowned makeup artist Donni Davy, known for her captivating work on HBO’s Euphoria,
has announced the successful closure of an investment round for her innovative beauty
brand, Half Magic. The investment, led by premier consumer investor Alliance
Consumer Growth (ACG), includes notable participation from A24, Imaginary Ventures,
and Access Entertainment. With a focus on vegan, cruelty-free products, Half Magic
seamlessly merges beauty and entertainment, offering a range of transformative
makeup options.
Davy’s trailblazing influence has ignited what Vogue refers to as the “Gen Z Beauty
Movement,” with the hashtag #euphoriamakeup amassing a staggering 2.5 billion views
on TikTok. In response to the demand created by her mesmerizing glitter looks, Davy
launched Half Magic in 2022, aiming to provide accessible and user-friendly products.
The firm’s goal was to inspire creativity and bring joy to everyday makeup routines.
Going Beyond the Digital Space
The recently raised capital will be instrumental in supporting the brand’s remarkable
year-over-year growth. The fund will fuel expansion into brick-and-mortar retail, set to
debut later this year. Half Magic’s growth projections for 2023 stand at an impressive
300%. This summer, the brand will be introducing its popular products to a nationwide
retail partner, encouraging self-expression and creativity in makeup routines.
Michelle Liu, the General Manager of Half Magic, highlights the brand’s success in
attracting a new generation of makeup enthusiasts. This success is sparked by iconic
viral products such as the Magic Flik liquid eyeliner pen and the Wing Magician wing
guide makeup tool.
By making makeup more accessible and user-friendly, Half Magic aims to empower
consumers to embrace their individuality and celebrate their unique beauty. With the
support of their investment partners, the brand is poised to spread its magic worldwide,
expanding from direct-to-consumer (D2C) to the world of retail while ensuring a touch of
enchantment is always present in everyone’s makeup bag.
Bringing the Magic Direct to Consumers
At its core, Half Magic revolves around the concept of “approachable artistry.” By
simplifying the art of makeup application, the brand bridges the gap between fantastical
makeup and everyday wear, catering to both beginners and professional makeup artists
alike. With their range of shades and performance-based formulas, Half Magic seeks to
inspire captivating content creation and engagement.
Julian Steinberg, Managing Partner of ACG, expresses enthusiasm for being a part of
Half Magic’s journey, stating that the brand sets a new standard for excellence in the
beauty industry. Their unparalleled formulas, remarkable value, and ability to resonate
with trending demographic forecasts make Half Magic a leading artistry beauty brand
for the generation. Together with the exceptional management team, ACG aims to
disrupt the market and redefine self-expression through makeup.
Bright Prospect
With their forthcoming retail launch, strategic talent partnerships, and continuous
product innovation, Half Magic is poised for high growth in the coming years. The
brand’s mission is clear: to empower individuals to express themselves, embrace their
unique beauty, and experience the transformative power of makeup. Whether it’s a bold
lip color that evokes drama or a glittering rhinestone that sparks excitement, Half Magic
invites individuals to embark on an exhilarating journey of self-expression and
discovery.
