Half Magic, a vegan, cruelty-free makeup brand founded by Emmy award-winning makeup artist Donni Davy has announced it has closed an investment round. 

Davy is the renowned head makeup artist from HBO’s Euphoria—and her glitter looks made headlines.

The investment round was led by premier consumer investor Alliance Consumer Growth with significant participation from A24, Imaginary Ventures, and Access Entertainment.

Funds will be allocated toward supporting notable growth year over year, including fueling expansion via the brand’s inaugural debut in brick-and-mortar retail set for later this year. 

Davy is credited by Vogue with sparking a “Gen Z Beauty Movement” that shows no signs of slowing down. The hashtag #euphoriamakeup has 2.5 billion views on TikTok—and counting.

“Half Magic is the answer to countless DMs asking me how to layer glitter and color,” says Davy.

She adds, “I wanted to provide fun, user-friendly products and tools all in one place for people to not just create the looks I’m known for, but also to bring a little sparkle and joy into every day.”

The brand is poised to deploy the newly raised capital toward growing brand awareness and bringing more innovative products to market.

“It’s incredibly fulfilling to witness our iconic, viral products—like Magic Flik liquid eyeliner pen and the wing guide makeup tool Wing Magician. We’re attracting new Gen-Z users across digital platforms by actually making makeup easier,” says Michelle Liu, general manager of Half Magic.

Half Magic seeks to empower consumers to celebrate their unique beauty, embrace individuality and experience the transformative power of makeup as a means of self-expression; whether it’s a bold lip color that evokes a sense of drama or a glittering rhinestone that sparks excitement.