Half Magic Beauty
“The beauty brand has eschewed the pursuit of perfection in favour of a more positive and realistic approach to beauty — the same reason the makeup on Euphoria has resonated so much with a Gen Z audience.”
It’s the first consumer brand to be developed by A24 — a company that has exploded in popularity by placing bets on social media to foster an audience of young film obsessives steeped in internet culture. Now, A24 is extending that approach to makeup, as it seeks to appeal to a generation of young consumers who may not connect with or feel represented by more established beauty brands. I had the opportunity to create social media and print assets for Half Magic Beauty, whose goal is to continue to fuel the conversations and themes that emerged from HBO’s Euphoria, such as self-awareness, self-discovery and self-expression, and to keep evolving with consumers as they grow up.
