MECCA, Australia’s leading prestige beauty retailer, has announced that beauty brand, HALF MAGIC has landed in Australia, both in select stores and online. HALF MAGIC, founded in 2022 by Donni Davy—Emmy Award-winning makeup artist renowned for her work on *Euphoria*—aims to empower individuals to showcase their unique beauty. The brand’s launch in these regions responds to the massive influence of #euphoriamakeup on TikTok, which has garnered 2.5 billion views and contributed to a vibrant “Gen Z Beauty Movement.”
HALF MAGIC founder Donni Davy
Donni Davy, known for her transformative makeup styles, created HALF MAGIC to offer fun, user-friendly beauty products and tools. She designed the brand to provide solutions for layering glitter and color while adding sparkle to everyday life. Expressing her excitement, Davy highlighted her partnership with MECCA, praising the retailer as an ideal platform to reach passionate beauty enthusiasts in Australia and New Zealand and to make makeup an enjoyable experience.
HALF MAGIC’s product range features striking eyeshadow palettes and enchanting lip potions designed to elevate beauty routines with a celestial touch. The brand emphasizes sustainability with single eyeshadows housed in compostable Paper Foam containers, allowing users to customize their palettes. Michelle Liu, General Manager of HALF MAGIC, noted the brand’s success in attracting Gen-Z users with its innovative products and praised MECCA for being the perfect partner to enhance their reach and bring a touch of magic to beauty lovers.
Sabrina Carpenter’s Coachella look by Carolina Gonzalez showcased the magic of HALF MAGIC products, making headlines for its striking beauty. She wore Glitterpuck on her lids, combined with the ethereal Glitterpill in Microcosm. Her eyes were defined with the Magic Flik Eyeliner Pen and enhanced with Eyelectric Extreme Lengthening Mascara in Urchin, creating a mesmerizing festival look that perfectly captured the spirit of HALF MAGIC.
Visit www.mecca.com.au for more information and to buy.
Images supplied by MECCA
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