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If you love bold, playful makeup with serious sparkle, the arrival of Half Magic Beauty in the UK is very good news. The brand has officially landed at Sephora UK, and it’s an exclusive launch worth getting excited about.
Known for its high-impact glitter, duo chrome finishes and unapologetically fun aesthetic, Half Magic sits firmly in the “makeup as self-expression” category. Think festival energy, party glam, and a little bit of chaos, in the best way.
I’ve been playing with a selection of products, so here’s everything you need to know, including my honest thoughts, swatches, and what I’d actually recommend buying.
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What is Half Magic Beauty? (And Why Is Everyone Talking About It?)
Half Magic Beauty was co-founded by Donni Davy, the Emmy-winning makeup artist behind the hit HBO series Euphoria (which I am ashamed to say, I have never seen!). I think maybe I’ll put it on my list.
However, if you’ve ever saved a makeup look from Euphoria, chances are it was her work that was all about taking makeup a more expressive, artistic space.
Half Magic was born directly from that movement. In fact, the brand was created off the back of the global beauty phenomenon sparked by Euphoria and its fans.
The name “Half Magic” refers to the idea that the products are only part of the story, the other half is you.
The Vibe: Playful, Sparkly, Slightly Chaotic (In a Good Way)
This is not a “no-makeup makeup” brand.
Half Magic is all about:
- Glitter, shimmer and multidimensional finishes
- Bold colour and duochrome textures
- Experimental, expressive looks
It sits firmly in that party / festival / creative makeup space and with formulas that are designed to be usable and not intimidating.
I’ve tried a mix of eye, lip and glitter products. Here’s a breakdown of each one:
Glitterpuck Pressed Glitter (Shade: Glimmer Pop)*
This is such a standout if you love sparkle. The texture is what really surprised me. It has an almost wet-feel finish rather than a chunky glitter, which makes it much easier to apply and wear. It gives that glossy, editorial sparkle without feeling gritty.
The shade Glimmer Pop* is gorgeous and catches the light beautifully. I think this will look amazing on the eyes for nights out or parties. I haven’t tried this yet as I have just started wearing contact lenses and I am just being a bit cautious with anything that I don’t usually use around the eyes.
Eyeshadow Single (Shade: Blushing Lizard)*
This shade instantly gave me nostalgia. It really reminds me of MAC Club, which was actually my first ever MAC eyeshadow.
Blushing Lizard* has that same duo chrome shift, but I’d say it’s slightly softer and more wearable. It’s easier to throw on for everyday looks while still giving that multi-dimensional finish.
It’s one of those shades that looks like you’ve put in more effort than you actually have.
Glitterpill Eye Paint + Eyeliner (Shade: Microcosm)
This is a really fun product if you like experimenting. It works as both a liner and an eye paint, and the finish is super sparkly and reflective. Perfect for adding a pop of sparkle either as a graphic liner or layered over shadow.
Definitely more of a creative/occasion product than everyday, but that’s kind of the whole point of the brand.
Magic Drip Glitter Lip Gloss (Shade: Y2K Cherub)
If you like a glitter gloss, this is a nice comfortable formula. The glitter is fine and flattering rather than overwhelming.
That said, the shade Y2K Cherub is a little too pale for me personally. I think it would work better either layered over a deeper lip liner or on lighter lip tones.
Sculptitude Dual-Ended Lip Liner (Shade: Ur My Taupe / Badassery Parade)
This is my favourite product from everything I tried.
The Ur My Taupe* side is perfect for contouring the lips. It adds definition while still looking natural. It blends beautifully and is really easy to work with.
I’ve been wearing it with my REESON Glossing Balm in Dewy Rose, and it gives such a full, volumised lip look. I am wearing that combo in this video:
The formula is long-lasting and glides on really smoothly.
The only downside for me is that Badassery Parade is too dark for how I like to wear lip liner, so I won’t get much use out of that side.
However, the duo in Emo Rose / Prancing Queen* looks much more up my street. Glad to have this one though for Ur My Taupe and the stylo has gone straight in my makeup bag. Maybe I can use the other end on my eyes?
Is Half Magic Beauty Worth It?
If you love sparkle, shine and playful makeup, this brand is a lot of fun. It’s not about everyday minimal makeup, It’s about experimenting, going out, and embracing a more bold, glittery aesthetic.
My Top Picks:
- Sculptitude Lip Liner (especially for lip contouring)
- Glitterpuck Pressed Glitter in Glimmer Pop
- Eyeshadow Single in Blushing Lizard
Final Thoughts
Overall, this is a really fun, expressive collection that feels perfect for parties, nights out, and anyone who loves a bit of sparkle. There are some genuinely lovely formulas here, especially the lip liner, and even the more experimental products feel wearable with a little creativity.
If you’ve been waiting for something a bit different to land in the UK beauty space, this is definitely one to check out.
Where to Buy Half Magic Beauty in the UK
Half Magic Beauty is available exclusively at Sephora UK. Don’t forget: Use code REALLYREESPH for 15% off
