Shop All Half Magic Beauty and Makeup

Half Magic Beauty invites you to unleash your creativity - think shimmers, glitters, sparkle and bold statement colours. Half Magic celebrates difference, uniqueness and being unapologetically you with make-up for everyone! Launched by Euphoria's make-up artist, Donni Davy, the brand starts a conversation around self-expression and self-exploration in the world of beauty. Whether you want to channel your inner Maddie, Jules or simply be you, browse from Half Magic liquid eyeshadows, eyeliners, lip oils and cheek products to feel the intense playful energy of make-up. Half Magic can help you master a bold graphic liner, a statement glitter eye and a bedazzled beauty look; there are no rules here. With BEAUTY BAY, you can find yourself in Half Magic.