The business of party makeup

How brands are revolutionising beauty for a generation that craves self-expression.

Makeup artist Donni Davy's brand Half Magic launched in Mecca earlier this year. Picture: Mecca Beauty

In an era where self-expression reigns supreme, glitter, eye gems, and bold colours have become the hallmarks of a beauty movement born from a distinct cultural moment. The Euphoria makeup style, which gained traction when the hit TV show first aired in 2019, was so influential, that entire brands were launched that centred around the look. To the surprise of the beauty industry, these brands have managed to achieve the impossible: transcending a seemingly fleeting trend. One such brand is Half Magic, which launched exclusively in Australia and New Zealand at Mecca earlier this year.

When Euphoria first aired, its unique makeup aesthetic quickly became as iconic as the show itself, sparking a global trend in bold, expressive beauty. Multiple brands approached the show’s lead makeup artist, Donni Davy, with offers to design beauty campaigns or collaborate on product lines. However, Davy realised that her talents extended beyond simply lending her visions to another brand. “I didn’t want to just give my creative over to a huge makeup brand. I just thought, maybe there’s something bigger I can do,” she recalls. This realisation led to the creation of Half Magic, a beauty brand that embodies the spirit of Euphoria while carving out its own unique identity in the beauty industry.

From the start, Davy was clear that while Euphoria’s makeup aesthetic was “in the DNA” of both her as an artist and the brand, Half Magic was much more than a Euphoria makeup line. “We wanted to do something more meaningful as a makeup brand that would transcend the show,” she explains. This philosophy has seen the brand thrive, allowing it to resonate with a broad audience, including those who might not even be familiar with the show. The Half Magic consumer, in Davy’s words, “loves to sparkle.” She’s not wrong, as since the launch of Half Magic on Mecca, online searches for “glitter” on mecca.com.au have increased by 25 per cent, and searches for “glitter eyeshadow” have risen by 19 per cent.

According to social media platform Pinterest’s internal data for Australia and New Zealand Gen Z audiences from 2023 to 2024, searches for Euphoria-style makeup-related terms surged, with glitter makeup rising by 19 per cent, face gems by 25 per cent, and eye gems by 15 per cent. This is particularly impressive, considering Euphoria hasn’t been on our screens since 2022.

Violette Serrat wearing a party makeup look. Picture: Lydie Bonhomme

Makeup artist Violette Serrat founded VIOLETTE_FR, another beauty brand with a philosophy that celebrates individuality and authenticity. Drawing from her 20-year career as a makeup artist and her deep connection to French beauty ideals, Serrat launched VIOLETTE_FR in 2021 to create products that accentuate natural beauty while allowing for bold, artistic expression. “We are rooted in the French philosophy that happiness and beauty are about embracing authenticity and enhancing confidence in one’s unique traits, rather than hiding imperfections,” says Serrat.

“Our glitter makeup, particularly our Yeux Paint Twinkling, has been a standout performer. We’ve seen impressive sales numbers and frequent restocks.”

However, the success of both brands isn’t just about aesthetic appeal. They are also deeply committed to sustainability, aligning with the values of the Gen Z consumer.

This commitment is evident in the brand’s use of recyclable materials, clean, vegan, cruelty-free formulations, and sustainable sourcing practices. For example, Boum-Boum Milk, a multi-use skincare product, is formulated with sustainably sourced ingredients like fermented birch sap and glacial water, meeting strict EU formulation standards. This commitment isn’t just about meeting current consumer demand but also about setting a standard for the industry as a whole. “Something that doesn’t have a lasting impact on the earth is the new luxury,” says Davy.

Social media platforms like TikTok and Instagram have become powerful engines driving the success of beauty brands, particularly those targeting the Gen Z demographic. These platforms have helped to build brand visibility, foster community, and propel products to cult status. Davy has seen firsthand the impact of these platforms. “I think we’ve had some really successful moments on TikTok with certain products going viral,” Davy says, citing the brand’s eyeliner, purple mascara, and the viral blushing lizard eyeshadow as standout examples.

VIOLETTE_FR founder Violette Serrat. Picture: Kim Tin

Similarly, Serrat has leveraged social media to connect with a global audience.

Having built a large community on YouTube, she continues to engage with her audience on Instagram and TikTok, where her followers not only adopt her beauty tips but also contribute their own creative interpretations of her products. “It’s amazing to see the incredible ways in which they utilise them beyond anything I might have envisioned,” Serrat adds.

Pinterest, with its focus on visual discovery and trend forecasting, plays a unique role in shaping the beauty landscape. As Melinda Petrunoff, Pinterest ANZ managing director, explains, “Gen Z is Pinterest’s fastest growing and most engaged audience on the platform.” This demographic turns to Pinterest for inspiration and to curate their fashion and beauty aesthetics, heavily influenced by pop culture phenomena like Euphoria.

Pinterest’s influence extends beyond tracking current trends; it also provides insights into emerging ones. The platform’s internal data predicts shifts toward more feminine and whimsical aesthetics. While glitter and bold colours remain popular, there is a growing interest in softer beauty trends like “Sabrina Carpenter makeup” and “classy makeup,” which have seen search increases of 32 times and 3 times, respectively.

For the likes of Half Magic and VIOLETTE_FR, the challenge — and opportunity — lies in staying ahead of beauty trends while continuing to innovate. Davy envisions Half Magic as a brand that will continue to set the agenda rather than follow it. While the brand is known for its bold, glittery products, Davy notes that they are also exploring ways to cater to alternative aesthetics, such as the “clean girl” aesthetic, without compromising their unique identity.