Euphoria makeup artist's Half Magic Beauty lands Series A from A24, Point King
What's the deal? Half Magic BeautyDealroom has a profile for this one. Try Dealroom →, the cosmetics brand co-founded by Emmy-winning makeup artist Donni Davy and entertainment company A24, has raised a Series A round backed by A24 and Point King CapitalDealroom has a profile for this one. Try Dealroom →. The company plans to deepen its retail reach, enter new product categories, and add talent.
What's the endgame? Half Magic Beauty grew out of the makeup looks Davy created for HBODealroom has a profile for this one. Try Dealroom →'s Euphoria , which won nine Emmys across 32 nominations. It now sells through Ulta Beauty, SephoraDealroom has a profile for this one. Try Dealroom →, and MeccaDealroom has a profile for this one. Try Dealroom →.
Why now? Davy describes the brand as sitting in a rare position. "We're in this really exciting sweet spot where we're kind of cult," she said, pointing to a loyal community that supports its products.
What's next? Point King Capital brings operating experience in Australia and New Zealand, where the brand is targeting growth. Europe is also on the radar: Davy's recent time in Paris sparked interest in entering the French market.
What could go wrong? Scaling a cult brand risks diluting what makes it distinctive. Davy said growth does not mean watering the brand down for mass appeal, prioritising products that keep her community engaged.
The signal: The round shows how cultural IP — in this case a hit TV show — can seed a consumer brand with a built-in audience, and how that momentum draws investors betting on multichannel, cross-border expansion.
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