In this story 7 parts
Half Magic sells Halloween as a finished look, not a single product
What they get right
- A brand name that tells customers they are the other half of the magic.
- Halloween shop the look rows that list every product in Rainbow Spiderweb and Glitter Tears.
- 17 eyeshadow singles at $15, each named like a character: Possessed Pearl, Swamp Goddess, Lil Deranged.
85 Brand Tested Score (A) · Listed, No. 5 in Beauty · The full grade
The other half is you
Most beauty brands explain their name on an About page nobody reads. Half Magic puts it on the homepage in one line: “We are only half of the Magic. The other half is YOU”1. The product is half. The person wearing it is the other half.
Everything else on the site follows from that. The founder block tells shoppers to “Be absolutely and unapologetically you,” and says the brand “lets you wear your heart on your face and embody every version of you”1. The About page goes further: “CREATE YOUR DEEPEST DREAM SELF. BE STRANGE, BE BEAUTIFUL”5. That’s a brand selling permission as much as glitter, and permission is a hard thing for a copycat to undercut on price.
Halloween, sold as a finished face
The Halloween collection opens on “HALLOWEEN MAGIC / Find your Halloween obsession,” then does something most beauty shops don’t: it sells the look, not the lipstick2. Rainbow Spiderweb is a photo of a glitter web drawn around one eye, with a “SHOP THE LOOK” label and the four products that made it beside it: Glitterpill at $25, Chromaddiction Matte at $26.50, a Precision Eyeliner Brush at $18 and Glitterpuck at $32.502. Glitter Tears does the same with five products, from Magic Flik to the Sparklestik Eye Crayon2.
A costume shopper doesn’t want a liner. They want to look like that photo by Saturday. Showing the finished face first and the shopping list second answers the only question they have. It also turns a $25 purchase into a $102 one without a single discount, and both looks clear the $49 free shipping line on their own1,2.
A $15 eyeshadow called Possessed Pearl
The Eyeshadow Singles collection has 17 shades, all $15, in identical lime green compacts3. What tells them apart is the name: Pixie Problems, Possessed Pearl, Blushing Lizard, Swamp Goddess, Lil Deranged, Mermacculate, Unicorncore3. On the Glitterpill page, each name sits next to a plain description, like Goblin (Pear Green), Money Plz (Copper) and Sweet Prince (Rosy Mauve)3.
That pairing is the smart part. The character name sells the feeling, and the plain color beside it keeps the shopper from guessing. Same compact, same price, 17 different personalities, which is how a $15 single becomes something people collect.
A license page written as a love note
The Euphoria x Half Magic page could have been a logo lockup and a product grid. Instead it opens with a handwritten “FEEL EVERYTHING” and a note signed by founder Donni Davy: “This collection was created as a love note to #EUPHORIAMAKEUP fans”4. She adds, “I created Half Magic Beauty to celebrate individuality, fierceness, weirdness and everything in between”4.
Further down, the page hands the stage to customers. A block headed “You BELONG HERE” shows fan looks credited to their Instagram handles and one review: “This look unlocked something in me. I’ve never felt more myself”4. The license brings people in. The fan wall is what makes them stay.
The makeup artist behind a TV look a generation copied
Donni Davy is the Emmy-winning makeup artist behind HBO’s Euphoria, and the About page credits her work with inspiring “the #euphoriamakeup movement from fans all over the world”5. She founded Half Magic in 2022 with the entertainment company A248. The show ended its three-season run with nine Emmy wins, and the brand has since grown past it into Ulta Beauty in the US, Sephora in the UK and Mecca in Australia and New Zealand8.
The thing she protects is the weirdness. “For me, growing my brand does not mean watering it down for mass appeal,” she told WWD8. That’s why a $15 shadow is called Lil Deranged and the homepage tells you normal means nothing. The About page says the makeup is for “the red carpet, the silver screen, or the grocery store”5. The brand was built for people who want glitter at all three, and it never asks them to tone it down.
Where they are now
As of Oct 30, 2026, the store is live, its Halloween shop is up, and the newest homepage slide sells the Velvet Flik eyeliner1,2. On Sep 18, 2026, WWD reported a Series A led by Point King Capital, with A24, Access Industries and ACG also in the round, to fund retail growth, new categories and hiring8. CEO Mike McNeil told WWD the company has roughly 25 employees, and Half Magic is set to reach 63 Mecca doors by the end of 20268. On Oct 31, Ulta stores are hosting a Half Magic event called “Halloween Looks: Liner, Sparkle & Gem Detail”9.
Say Halloween on the front door the week it counts
Half Magic built one of the best Halloween shops in beauty, and the homepage almost keeps it a secret. On Oct 30, the day before Halloween, the hero carousel rotated eyeliner, the Euphoria sets and new eyeshadow shades, and the word Halloween didn’t appear on the page until you opened the first menu item, which reads “MAGIC SHOP” and leads to the Halloween shop1,2. A fan who knows the brand will find it. A shopper who searched for glitter Halloween makeup and landed on the homepage may not know what Magic Shop means. For the last week of October, rename that menu item Halloween, and give Rainbow Spiderweb a hero slide with its own shop the look button. The looks, the photos and the copy already exist2. Ulta is running Half Magic Halloween looks in stores on Oct 319, so the homepage can say it too.
See the full breakdownEvery area score, the tools, more captures and the facts
A shade exchange for a glitter brand
Bold color is a risky buy online. The Product Promise page takes the risk off the table in plain words: “We understand not everyone will love all of our products,” and if you’re unhappy, “you can exchange it for a different shade or return it for a refund”6. For a brand whose shades are called Swamp Goddess and Goblin, a swap for a different shade is exactly the right promise.
One of the best Halloween pages in beauty
The Halloween collection hero is a vampire look with gem drips down the chin, under “HALLOWEEN MAGIC”2. Shoppers reach it from the first item in the menu, which reads “MAGIC SHOP”1. The page itself is ready for the biggest night of the year. Getting there from the homepage is the step we’d make easier.
The front door, the day before Halloween
The homepage hero on Oct 30 was a three-slide carousel: “BIG FEELINGS DESERVE BETTER EYELINER,” “A NEW EUPHORIC ERA” and “NEW SHADES UNLOCKED”1. All three are strong launches. None mentions Halloween, and the Halloween shop shows up only inside the Magic Shop menu1.
Every area we grade
- Brand DNA79
- Site Experience72
- First impression69
- Point of view91
- Proof63
- Path to checkout56
- Story from page to page83
- Product page68
- Tool setup92
Tools they run
Skio, Stay AI, Alia, Klaviyo forms, Rebuy, Okendo, Refunnel, Klaviyo, Triple Whale, Microsoft Clarity. From our scan of Oct 26, 2026.
The facts behind this read
- Brand Tested Score 85 (A), listed: Brand DNA 79 (B+), Site Experience 72 (C+). Site Experience parts: first impression 69, point of view 91, proof 63, offer 56, consistency 83, site 68, tech stack 92.
- Homepage on Oct 30, 2026: hero carousel of three slides, “BIG FEELINGS DESERVE BETTER EYELINER” (Velvet Flik), “A NEW EUPHORIC ERA” (Euphoria x Half Magic sets) and “NEW SHADES UNLOCKED” (Eyeshadow Singles). Best Sellers: Velvet Flik $26, Euphoria x Half Magic GlitterPuck $34, Euphoria x Half Magic Eyeshadow Palette $59, Eyeshadow Singles Pixie Problems $15. First menu item “MAGIC SHOP” links to /collections/halloween.
- Homepage block on Oct 30: “We are only half of the Magic. The other half is YOU.” Founder block: “Be absolutely and unapologetically you” and “HALF MAGIC lets you wear your heart on your face and embody every version of you.”
- Halloween collection on Oct 30: hero “HALLOWEEN MAGIC / Find your Halloween obsession.” Shop the look rows: Rainbow Spiderweb (Glitterpill $25, Chromaddiction Matte $26.50, Precision Eyeliner Brush $18, Glitterpuck $32.50) and Glitter Tears (Magic Flik $25, Glitterpill $25, Chromaddiction Shimmer $26.50, Flik Eraser $25, Sparklestik Eye Crayon $26).
- Eyeshadow Singles on Oct 30: 17 products at $15, including Pixie Problems, Possessed Pearl, Blushing Lizard, Swamp Goddess, Lil Deranged, Mermacculate and Unicorncore. Glitterpill shades include Goblin (Pear Green), Money Plz (Copper) and Sweet Prince (Rosy Mauve).
- Euphoria page on Oct 30: “This collection was created as a love note to #EUPHORIAMAKEUP fans.” “I created Half Magic Beauty to celebrate individuality, fierceness, weirdness and everything in between.” A customer block headed “You BELONG HERE.” Product Promise page: exchange for a different shade or return for a refund.
Sources
- Half Magic homepage, halfmagicbeauty.com, captured Oct 30, 2026, desktop 1440 and phone 390, logged out.
- Halloween collection, halfmagicbeauty.com/collections/halloween, captured Oct 30, 2026.
- Eyeshadow Singles collection, halfmagicbeauty.com/collections/eyeshadow-singles, and Glitterpill page, halfmagicbeauty.com/products/glitterpill, captured Oct 30, 2026.
- Euphoria x Half Magic page, halfmagicbeauty.com/pages/euphoria, captured Oct 30, 2026.
- About page, halfmagicbeauty.com/pages/about, captured Oct 30, 2026.
- Product Promise page, halfmagicbeauty.com/pages/product-promise, captured Oct 30, 2026.
- Euphoria x Half Magic GlitterPuck Pressed Fairy Dust page, halfmagicbeauty.com, captured Oct 30, 2026.
- WWD, Ryma Chikhoune, “EXCLUSIVE: ‘Euphoria’ Makeup Artist Donni Davy’s Half Magic Beauty Raises Series A,” Sep 18, 2026, wwd.com.
- Ulta Beauty store event page, “HALF MAGIC Halloween Looks: Liner, Sparkle & Gem Detail,” Sat, Oct 31, 2026, ulta.com, read Oct 30, 2026.
- Brand Tested Brand Tested Score grade and storefront scan, methodology v2.0. The full grade.
We captured halfmagicbeauty.com, the Halloween collection, the Eyeshadow Singles collection, the Glitterpill and Euphoria x Half Magic GlitterPuck pages, the Euphoria x Half Magic page, the About page and the Product Promise page on Oct 30, 2026, logged out, on desktop and phone, with the cookie banner declined and pop-ups closed. The homepage hero is a carousel; we show the slide that was up at capture. Every image below is a crop from those captures. Prices are as listed on Oct 30. Scores are our opinion. How we score. Brand names and page images appear only to identify and comment on the brand we cover; Half Magic has not endorsed or sponsored Brand Tested. No brand or app on this page paid to be here, and none of the links on it earn us anything. How we make money.
The Brand Tested Score measures how distinct a brand is (Brand DNA, 40%) and how well its own online store sells (Site Experience, 60%). Scores are Brand Tested’s opinion, built from public storefront pages and the apps we detected on the scan date and our published v2.0 methodology. They aren’t statements of fact about any company. See something wrong? Request a correction.
