Newsletter 47: Get the Magic to Success💸
HEY CONVERSION QUEENS 💸👑
Have you ever wondered how a beauty brand could turn bold, artistic makeup into an accessible, everyday experience?
This week, we’re diving into a company that made high-impact, editorial-style beauty effortless for consumers. By merging innovative product design with a community-driven marketing approach, they’ve built a brand that encourages creativity and self-expression. Let’s break it down!
SIS, LET’S CATCH A CASE
FROM SETS TO SHELVES
Half Magic Beauty was founded in 2022 by Emmy Award-winning makeup artist Donni Davy, best known for her groundbreaking work on HBO’s Euphoria. Inspired by the bold, artistic makeup looks she created for the show, Davy saw an opportunity to bring high-impact, expressive beauty to everyday consumers. She partnered with entertainment company A24 to launch Half Magic, a brand designed to empower self-expression through vibrant, high-performance products. From striking eye paints to innovative lip kits, Half Magic merges fantasy with functionality, allowing users to recreate editorial-level looks with ease.
Half Magic’s core audience consists of Gen Z and millennial consumers who prioritize creativity, inclusivity, and authenticity in beauty. These customers seek products that go beyond conventional makeup, offering artistic freedom and bold self-expression. To engage this audience, the brand leans heavily on storytelling, unique product aesthetics, and social media-driven community building. It fosters an interactive space where users share looks, gain inspiration, and connect over a mutual love for experimental beauty. Additionally, Half Magic’s strategic retail partnerships, including collaborations with Beauty Bay and MECCA, have expanded its global accessibility.
In a saturated beauty industry, Half Magic Beauty stands out by bridging the gap between high-fashion editorial makeup and everyday wear. By embracing bold colors, innovative textures, and a fearless creative vision, the brand has cultivated a devoted community of makeup enthusiasts. Its ability to position itself as both a movement and a product line—one that encourages individuality and play—cements its place as a rising force in beauty.
POSITION YOUR BRAND TO WIN
1. 💸👑 Immersive Brand Experience Through Packaging and Tutorials: Half Magic goes beyond selling makeup—it sells an experience. Each product arrives in aesthetically unique packaging that reflects the brand’s artistic vision, reinforcing brand identity from the moment a customer receives their order. The brand also provides step-by-step tutorials on how to use its bold, high-impact products, ensuring customers feel confident and inspired. This approach transforms a simple purchase into an engaging experience, increasing customer satisfaction and brand loyalty.
2. 💸👑 User-Generated Content Campaigns That Boost Trust: Instead of just showcasing studio-shot images, Half Magic encourages real customers to share their makeup looks using branded hashtags and dedicated UGC campaigns. By frequently featuring customer-created content on their website and social media, the brand fosters a sense of community while providing authentic social proof. This strategy not only strengthens brand credibility but also encourages potential buyers to see themselves using the product, increasing conversions.
3. 💸👑 Retail & Influencer Collaborations That Drive Discovery: Partnering with key retailers like Beauty Bay and MECCA puts Half Magic in front of beauty enthusiasts who are actively shopping for makeup. Meanwhile, strategic partnerships with makeup artists and influencers generate aspirational yet attainable content that showcases how the products perform in real life. These collaborations create a seamless bridge between brand discovery and purchase, ensuring that new audiences are constantly engaging with Half Magic’s bold aesthetic and product innovations.
BRANDS THAT MADE OUR SH/T LIST
HOW CRODA IS HELPING BRANDS BUILD PRODUCTS FOR TEXTURED HAIR
When Lisa Price made headlines by buying back Carol’s Daughter in early March, it was more than a feel-good founder story.
GOOGLE AND ROBLOX PARTNER ON AD DEAL
Advertisers will be able to buy Roblox gaming inventory through Google’s ad-buying platforms.
STONEY CLOVER LANE'S FOUNDERS ARE BUILDING AN EMPIRE WITH 2 NEW BRANDS
Stoney Clover Lane has two sister brands you’ve never heard of
1. 💸👑​The Rémy Martin This is My City Grant Program offers $20,000 grants and one-on-one mentorship to four emerging creatives—artists, musicians, designers, and entrepreneurs—who are making a cultural impact in Atlanta, Chicago, Detroit, or New York City. Eligible applicants must be at least 21 years old and lead a for-profit business located in one of these cities. Applications are open from February 19, 2025, to April 11, 2025, with recipients announced around June 2, 2025. Apply here!
2. 💸👑​The Awesome Foundation offers $1,000 micro-grants every month to individuals, groups, and organizations with innovative and impactful ideas. Applications are accepted on a rolling basis through their website. Apply here!
3. 💸👑The Small Business Readiness for Resiliency (R4R) Program, developed by the U.S. Chamber of Commerce Foundation in partnership with FedEx, offers $5,000 grants to small businesses affected by federally declared disasters. To be eligible, businesses must have fewer than 500 employees, complete an Emergency Preparedness Checklist, and register with the program before a disaster occurs. Grants are awarded after a FEMA Individual Assistance declaration in the business's area. ​Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
