half magic
Emmy award-winning makeup artist Donni shows how makeup can be a creative tool for storytelling and expression. Inspired by her work on Euphoria and backed by A24, Half Magic aims to empower people to explore their creativity, have fun with makeup, and invent their own realities.
The Half Magic website embodies this philosophy, prioritizing discovery and creativity over product sales. Guided by these principles, we've designed a site that champions creativity, celebrates diversity, and highlights storytelling.
ROLEVisual Design Lead, UX/UI, QA
COLLABORATORSJeremy Vanderpluym, Art Director
AGENCYThe Stable
a place for untethered artistry
To capture Half Magic's essence digitally, we designed modules that inspire new looks, encourage interactive product discovery, and foster a unique community. The outcome is a digital playground where makeup is fun and "normal" means nothing.
With a well-defined target market of Gen Z consumers who primarily shop on mobile devices, it was crucial to create mobile-first experiences.
transformation at your fingertips
The Inspo page serves as an educational and exploratory hub. Users can easily find UGC, Looks by Donni, and Behind the Scenes videos from movie sets using content filters and a scrollable grid.
inspired by community
A key aspect of the Half Magic brand is its beautiful packaging illustrations. While working on product card layouts, we realized that photos alone couldn't fully convey the product's essence.
FROM TANGIBLE TO DIGITAL
That's when we introduced product card hover states. By adding textures, illustrations, and alternate photos for hover states, we connect the visuals from the packaging and introduce an element of surprise and artistry.
Committed to diversity with models of all shapes, colors, and ages, we built a platform for consumers to embrace their uniqueness while fostering a sense of community.
a platform for diversity
RESULTS
Despite tight scheduling, we managed to launch the Half Magic website earlier than anticipated. The site signifies a major achievement in the brand's evolution, providing a digital platform for beauty enthusiasts to explore, experiment, and embrace their individuality.
It embodies Half Magic Beauty's dedication to redefining beauty norms and nurturing a vibrant community. An initial stride on an exciting journey where innovation, inclusivity, and creativity will continue to shape the brand's future.
