Half Magic Beauty

WHAT WE SAY:

Every so often, a cultural phenomenon builds up enough momentum to inspire a wave of positive disruption. HBO's hit TV series, Euphoria, falls firmly in that category, becoming the springboard for a joint venture between the show's production company and resident makeup artist. The result? A beauty brand serving up sparkles with substance.

In an industry first, Half Magic's range of vibrant pigments are encased in home-compostable compacts, courtesy of a bio-based material known as PaperFoam. Designed to deliver fantasy and functionality, the makeup brand's mission is to "help support circularity in the industry", and for a newbie, its ambition to dish out a lesson in zero-waste design is laudable. Powered by an avid Gen Z following, Half Magic is showing the beauty world how a material typically reserved for moulded medical packaging can bring circularity to cosmetics. And even win you Dieline's Plastic-Free Innovation of the Year Award 2023.