HALF MAGIC

Discover Half Magic at Ulta Beauty

Created by Emmy Award-winning makeup artist Donni Davy, Half Magic is makeup for people who like to play, experiment, and break a few rules. Think high-performance formulas, bold color, and a little unexpected magic. From one-swipe Eyeshadow Singles and our life-proof, 16-hour waterproof Velvet Flik eyeliner to Glitterpuck pressed glitter, Sparklestik eye crayons, Magic Drip glitter lip gloss, and self-adhesive Face Gems, we make it easy to experiment, express yourself, and create a little magic on your own terms.

A little shimmer, a lot of drama, or something nobody’s seen before. Your face, your rules. We’re just here to give you the tools to make some magic.

Frequently asked questions

Can I buy Half Magic products at Ulta Beauty?

Yes. Half Magic is available online at ulta.com and in select Ulta Beauty stores. You can check local availability by filtering the brand page by your nearest store.

Is Half Magic the makeup brand from Euphoria, and what is it known for?

Half Magic was created by Donni Davy, the head makeup artist for HBO's Euphoria, known for her Emmy Award-winning makeup on the show. The brand is best known for high-pigment, easy-to-wear eye makeup, including the Blushing Lizard Eyeshadow Single, Velvet Flik waterproof gel eyeliner, Glitterpuck pressed glitter and the Sparklestik Eye Crayon, which won Allure Best of Beauty 2025 in Eye Makeup.

What Half Magic products does Ulta Beauty carry, and are any exclusive to Ulta?

Ulta Beauty carries a wide range of Half Magic favorites across eyes, lips, face, and makeup tools. Here’s what you can find:

• Eyes: Velvet Flik Eyeliner, Eyeshadow Singles, Glitterpuck Pressed Glitter, Sparklestik Eye Crayons, Glitterpill Eye Paint + Eyeliner, Chromaddiction Shimmer & Matte Eye Paint, Eyelectric Mascara, Magic Flik Eyeliner, and Flik Eraser.

• Lips: Magic Drip Glitter Lip Gloss, Crystal Butter Lip Balm, Sculptitude 2-in-1 Lip Liner, and Go Plump Yourself Lip Liner.

• Face: Self-Adhesive Face Gems & Pearls, Light Trap Duochrome Highlighter, and Beam Trap Skin Illuminating Balm.

• Tools & Sets: Pyramid Eyeshadow Brush, Precision Eyeliner Brush, Baby Paw Blush Brush, Wing Magician, Adornment Tweezers, The Wing Hack Set, Rhinestone Fantasy, Viral Blushing Lizard Duo, Plump & Sparkle Lip Kit, and Smokey Eye 101.

• Only at Ulta Beauty: Ulta Beauty is the exclusive retail home of our limited-edition Euphoria x Half Magic collection! Discover The Euphoria Eyeshadow Palette, Glitterpuck Pressed Fairy Dust, Glitterpill, Face Gems, Beam Trap, B*tch Ur My Soulmate Lip Gloss, and collectible editions of Magic Flik, Flik Eraser, and Wing Magician.

Limited-edition products are available while supplies last.

Is Half Magic vegan and cruelty-free?

Yes. All Half Magic products are 100% vegan, with no animal byproducts or animal-derived ingredients. Half Magic products and their ingredients are never tested on animals.

Can I wear Half Magic makeup every day?

Yes. Half Magic's eyeshadows and glitters are buildable, so you can keep them soft for everyday or layer them for more impact. For a subtle look, sweep Eyeshadow Singles on with a brush for a wash of color, wear a light layer of Glitterpuck on its own, or tightline with Velvet Flik for subtle definition. Apply with your fingertips or add layers when you want a bolder look.