Expert authority
"EMMY®-WINNING MAKEUP ARTIST" and Euphoria.
Half Magic
Vegan, cruelty free glitter and color makeup from Euphoria's Emmy winning makeup artist Donni Davy.
Last graded · How we grade
Brand DNAB+79
Site ExperienceC+72
Listed · No. 5 in Beauty
halfmagicbeauty.com
Our read
45% of the top-scoring brands run a referral, loyalty or affiliate app.
Our scan didn’t find one on Half Magic’s storefront. Creators and referrals bring in buyers who already trust the person who sent them.
See all 2 gapsAdd a home H1
Make "BIG FEELINGS DESERVE BETTER EYELINER" the H1.
All 3 fixesBrand DNA, part by part
A makeup brand with real pop culture roots and a look nobody else owns.
- Voice18/20
Playful and emotional: "BIG FEELINGS DESERVE BETTER EYELINER" and "Scream-proof. Laugh-until-you-cry proof. LIFE-PROOF."
- Look18/20
Glitter, jewel tones and bold color stories straight from the Euphoria world.
- Feel and vibe18/20
Main character energy; makeup as self expression rather than correction.
- Energy8/20
Some newness, but the shelf is mostly the same.
- Positioning17/20
Vegan glitter and color makeup from Emmy winning artist Donni Davy, with a Euphoria collection.
The seven Site Experience areas are further down, under See the breakdown.
- Tools they run
- Stay AI, Skio, Alia, Klaviyo forms, Rebuy, Okendo +3 more
- New since Apr 10, 2026
- 2 new products. Latest: EYESHADOW SINGLES (Aug 5, 2026); VELVET FLIK Longwear Wing + Waterline Eyeliner Pencil (Jun 1, 2026)
The stack
Tools they run
9 tools spotted in public storefront code, grouped by tier. 6 of the 7 core categories are covered.
The Defaults
4Table stakes. Nearly every brand we scan runs these.
Core Stack
4The growth engine: subscriptions, popups, identity, upsells and testing.
Supporting Cast
3Reviews, referrals, attribution, support and everything else.
Detected, not endorsed. Each app links to its profile in The Stack.
Go deeper
The full read
Brand analysisPositioning, point of view, audience, white space and validation
Strong
How strongly Half Magic stands for something only it can say.
- Donni Davy and the Euphoria tie in.
- "Scream-proof. Laugh-until-you-cry proof. LIFE-PROOF."
Clear
- Review volume and rating shown. Ratings on every tile; Velvet Flik "Rated 4.2 out of 5 stars 92 Reviews".
- Authority or third-party proof. "EMMY®-WINNING MAKEUP ARTIST" and Euphoria.
- Star rating on the product page. No rating near the title.
- Certifications or clinical backing shown. “Cruelty-Free” on the site.
- Creator, affiliate or UGC presence. Customer or creator content on the homepage.
Who the site speaks to. Makeup lovers who want bold, playful looks.
The strategist’s read
Where Half Magic plays, and the next move
Beauty. Vegan, cruelty free glitter and color makeup from Euphoria's Emmy winning makeup artist Donni Davy.
Makeup lovers who want bold, playful looks.
Donni Davy and the Euphoria tie in.
Expert authority
"EMMY®-WINNING MAKEUP ARTIST" and Euphoria.
Risk reversal
No guarantee in view. A plain guarantee answers "what if it is not for me?" before it is asked.
Add a home H1
Make "BIG FEELINGS DESERVE BETTER EYELINER" the H1. Search and screen readers start with the H1.
Our read, built from the quotes on this page. Opinion, not fact.
Customer reviews4.2 out of 5 from 92 reviews, hero products, love and gripes
4.292 reviews on VELVET FLIK Longwear Wing + Waterline Eyeliner Pencil, the product page we graded
Hero products
- EYESHADOW SINGLES5.0 · 8 reviews
- GLITTERPUCK4.8 · 234 reviews
- SPARKLESTIK EYE CRAYON4.5 · 263 reviews
Ranked by the store’s own best-selling sort, reviewed products only.
What people love
- Ease of use22 reviews
So easy to use and love the sparkle!
- Texture and feel17 reviews
cool to the touch and pretty smooth texture.
- Packaging10 reviews
Its so beautiful as a topper, on the skin, as an all over lid moment.
What they don’t
- Price and value5 reviews
It's too expensive for the small amount you get, and the performance isn't spectacular enough to justify the cost or enduring the applicator tip.
- Comfort and fit3 reviews
Crayon is too soft and messy.
- Quality3 reviews
Liked the color and sparkle but the tip broke off the second time I used it.
Source: ratings and reviews shown on halfmagicbeauty.com product pages (Okendo), read Oct 26, 2026. Rating and count as displayed. Themes come from the 230 review texts the pages let a visitor read, written Jan 20, 2026 to Oct 23, 2026; quotes are verbatim, trimmed to one sentence. The average rating is shown as the store displays it, for context. It isn’t part of the Brand Tested Score.
See the breakdownThe seven Site Experience areas, every point with the quote behind it
Half Magic has pop culture proof money cannot buy: Donni Davy, the "EMMY®-WINNING MAKEUP ARTIST" behind Euphoria, and a EUPHORIA x HALF MAGIC collection. Best seller tiles show ratings and counts, and the Velvet Flik PDP sells hard with "16 hours" of wear and "Scream-proof. Laugh-until-you-cry proof. LIFE-PROOF." The home page has no H1, and the Velvet Flik rating sits at 4.2 with some shades out of stock.
69First impression20% of the scoreSee what we saw
- ~Hero headline says what it is or the core benefitNo H1; the hero reads "BIG FEELINGS DESERVE BETTER EYELINER".14/25
- ~Subhead makes the benefit specific"16 hours of velvety, precise waterline and wing application in 7 magical shades."15/20
- ~Target customer and use occasion are clearMakeup lovers who want bold, playful looks.11/15
- ~Category understood within five secondsMakeup is clear from the hero and tiles.15/20
91Point of view11% of the scoreSee what we saw
- ~Differentiation versus alternatives is explicitDonni Davy and the Euphoria tie in.18/20
- ~Distinct hooks and angles"Scream-proof. Laugh-until-you-cry proof. LIFE-PROOF."14/15
63Proof people love it14% of the scoreSee what we saw
- ~Review volume and rating shownRatings on every tile; Velvet Flik "Rated 4.2 out of 5 stars 92 Reviews".15/20
- ~Authority or third-party proof"EMMY®-WINNING MAKEUP ARTIST" and Euphoria.14/15
- ✕Star rating on the product pageNo rating near the title.0/15
- ✓Certifications or clinical backing shown“Cruelty-Free” on the site.10/10
- ~Creator, affiliate or UGC presenceCustomer or creator content on the homepage.5/10
56Getting to checkout16% of the scoreSee what we saw
- ~Clear offer on homepage and PDP"FREE SHIPPING ON ORDERS $49+" and a gift with Velvet Flik.14/20
- ~Risk reversalNo guarantee in view.4/15
- ~Reason to buy nowLimited edition Euphoria sets.10/15
83One story everywhere9% of the scoreSee what we saw
- ~Same core promise on homepage and PDPVelvet Flik leads both pages.35/40
- ~Proof numbers match across pagesThe 92 review count matches on both.24/30
- ~Offer matches across pagesFree shipping on both; the gift only shows on the PDP.24/30
Homepage against product page, from the same scan.
68The product page19% of the scoreSee what we saw
- ✓SW-02 Mobile viewport set upViewport meta tag present.10/10
- ✓SW-03 Images described with alt text702 of 707 homepage images have alt text.5/5
- ✓SW-04 Images below the fold load lazily696 of 707 homepage images lazy-load.5/5
- ✓SW-10 Search that finds thingsSearch box in the header code.10/10
- ~SW-11 Cart top right with a live countCart link without a count element.5/10
- ✓SW-12 Free shipping threshold in plain sight“FREE SHIPPING ON ORDERS $49” on the homepage.10/10
- ~SW-13 Two or more ways to get helpSupport via contact page.2/5
- ✓SW-14 Policies one click awayPolicy links in the footer.5/5
- ~HP-01 One clear H1No H1 on the home page.4/10
- ✓HP-10 Bestsellers up front“BEST SELLERS” section on the homepage.10/10
- ✓HP-11 Shop by category22 collection links on the homepage.5/5
- ✓HP-12 A story block or founder note“MEET THE” on the homepage.5/5
- ✕HP-14 A real reason to buy nowNo dated or limited reason to buy now on the homepage.0/5
- ✕PDP-01 Product name under 65 charactersNo product title in an H1.0/5
- ~PDP-03 Reviews on the pageA rating and review list on the PDP.13/15
- ~PDP-05 Thumbnails, video and variant imagesProduct video plus 0 product images in the gallery code.2/5
- ~PDP-09 Quantity and variant pickers that update the priceNo quantity input and variant picker.2/5
- ✓PDP-10 Savings shown with a strikethroughCompare-at price shown on the PDP.5/5
- ✕PDP-11 Subscribe and save in the buy boxNo subscription or delivery frequency option on the PDP.0/10
- ✕PDP-12 Bundles or upsells on the pageNo bundle or pairing block found on the PDP.0/10
- ✓PDP-13 Express checkout buttonsExpress checkout button (Shop Pay or wallets) in the buy box.10/10
- ✓PDP-14 Pay later for higher price pointsPay later option (payment-terms) on the PDP.5/5
- ✕PDP-15 Guarantee in the buy boxNo guarantee found on either page.0/10
- ✓PDP-16 Shipping and returns spelled outShipping and returns terms on the PDP.10/10
- ~PDP-17 Details, ingredients or FAQ in accordionsHow to use and Ingredients tabs.9/10
Lab speed (Core Web Vitals) isn’t scored yet.
92The tools behind it11% of the scoreSee what we saw
Coverage of the seven core tool categories. The full list is in Tools they run below.
Brand Tested Score, methodology v2.0: 7 of 7 areas scored.
How you stack up2 gaps vs Beauty peers and the top 20
2gaps
vs peers
vs peers
03 · How you stack up
Half Magic vs. the best
Half Magic runs 7 of the 10 lanes we track. Here it is next to 69 Beauty storefronts and our top 20. These are the lanes where peers have an edge.
Referrals, loyalty and affiliates
GapHalf Magic doesn’t show a referral, loyalty or affiliate app in our scan. 45% of the top-scoring brands do. Creators and referrals bring in buyers who already trust the person who sent them.
CRO and testing
GapHalf Magic doesn’t show a CRO or testing tool in our scan. 40% of the top-scoring brands do. Without a test tool, every change to the page is a coin flip.
What the top 10 run here:
Intelligems4 of 10
Intelligems4 of 10Most common across our scan:Intelligems
IntelligemsReviews
Half Magic: running it
OkendoPost-purchase experience
Not spottedOnly 17% of peers run one, so it doesn’t count as a gap.
PDP and landing pages
Not spottedOnly 10% of peers run one, so it doesn’t count as a gap.
Adoption is the share of storefronts where our Oct 9, 2026 scan found at least one app in the lane. Apps that live only in checkout or the back office can hide from a scan, so “not spotted” doesn’t mean missing. App names show what other brands run. They aren’t endorsements. A few links to software partners are referral links, and we may earn a commission if you sign up, at no cost to you. Money never changes a score.
The stack by funnel stageCoverage across acquisition, conversion and retention
Acquisition2of 3Getting new people in the doorDetails
- No referrals / affiliates app spotted. Most common in the top 20: Superfiliate
Retention2of 2Bringing them back for moreDetails
Every core category in this pillar is covered.
CRO / Experience2of 2Turning visits into ordersDetails
Every core category in this pillar is covered.
Spotted in public storefront code, scanned Oct 9, 2026. Checkout and back-office apps can hide from a scan, so treat a gap here as something to check.
Fix this week3 specific changes, free
Add a home H1
NowNo H1 renders on the home page.
TryMake "BIG FEELINGS DESERVE BETTER EYELINER" the H1.
Why it matters
Search and screen readers start with the H1.
Restock or hide sold out shades
NowSome Velvet Flik shades say "Notify Me When Available".
TryLead with in stock shades and show restock timing.
Why it matters
The hero product should never stall at the shade picker.
Answer the mixed reviews
NowVelvet Flik sits at 4.2.
TryPin a how to sharpen and apply tip near reviews.
Why it matters
Many low ratings come from technique; a tip can lift them.
Brand Tested Scores are our editorial opinion, based on our published methodology and what we saw on the brand’s own site, shown on this page as of Oct 9, 2026. They are not statements of fact about a company’s legal compliance, finances or product safety. Grades are set against the consumer brands we grade: 82 or higher is in the A range (the scale). Methodology · Request a correction
Last graded . How we grade
Questions about Half Magic
Is Half Magic worth buying from online?
Its own store makes a strong case for itself. We grade halfmagicbeauty.com 85 out of 100 (A) as of Oct 26, 2026, on how clearly it sells, what proof it shows and how easy it is to check out. We grade the store, not the products.
What does Half Magic do best?
The tool setup, which we grade 92 out of 100. The path to checkout has the most room to grow, at 56.
What tools does Half Magic run?
On Oct 26, 2026 our scan of its storefront found Stay AI, Skio, Alia, Klaviyo forms, Rebuy and Okendo, plus 3 more. Checkout and back-office apps can hide from a scan, so treat a gap as something to check.
How does Brand Tested grade Half Magic?
The Brand Tested Score is 40% Brand DNA and 60% Site Experience, built from Half Magic’s own public pages, with a quote from its site behind every point. Half Magic earns 79 for Brand DNA and 72 for Site Experience. Brands can’t pay to be graded or to change a grade.
For the Half Magic team
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