From the imagination of award-winning makeup artist Donni Davy (HBO’s Euphoria), Half Magic helps you to look and feel as unique as you truly are. Whether you want an eye-catching blast of color or a subtle pop of glitter, Half Magic lets you wear your heart on your face and embody every version of you.

The visual identity celebrates the many facets of the Half Magic woman: simultaneously strong and soft, holding her own unique self without loosing sight of herself. This duality is embodied in the site design, dark at first glance, but contains soft shapes and color upon closer examination. The distinct personality of the products emphasizes the idea that these are products designed specifically for you. The multiplicity is equally embodied in photography  — balancing playfulness and sophistication — and an energetic, bold color palette. Since launching, the brand has been quickly recognized by publications from Vogue to Harpers BAZAAR.