The makeup artist known for her work on Euphoria, as well as with Chappell Roan and Kesha, began her career by working on a vampire web series she found through Craigslist. Now, Donni Davy, a millennial entrepreneur, is setting beauty trends and managing a $16 million makeup company, attributing her success to her unique abilities and early career decisions.
Many individuals who achieve significant career success often reflect on their early struggles, such as waiting tables while hoping for a breakthrough. For Doniella "Donni" Davy, the makeup artist for Euphoria and the founder of Half Magic Beauty, her initial experiences from Craigslist served as an exciting foundation for her current accomplishments.
Davy expressed enjoyment of those early roles, stating to Fortune, "I really loved every single one. I did not think at the time, ‘Oh God, I’m really slumming it on Craigslist,’ I was so stoked. I was an animal."
Her early work on a YouTube series and low-budget films contrasts with her current high-profile projects. Davy is responsible for the makeup looks in films such as Moonlight, Ford v. Ferrari, and If Beale Street Could Talk. She gained particular recognition for the innovative and colorful makeup trends she introduced on the HBO series Euphoria, which will return for its third season in 2026. Her celebrity clientele includes figures like Chappell Roan, Kesha, Reneé Rapp, and Mindy Kaling. Simultaneously, she oversees her $16 million enterprise, Half Magic Beauty.
Growing up in Los Angeles with artistic parents, Davy was naturally inclined towards makeup, even though her educational institutions did not offer much exploration in non-traditional creative fields such as makeup artistry. Initially drawn to painting, she eventually transitioned from using canvas to showcasing her skills on skin.
Davy discovered the career of a makeup artist for film and TV, which she describes as an opportunity to partake in storytelling rather than merely enhancing conventional beauty.
At 21, Davy shifted from her previous artistic pursuits towards her true passion—beginning with a brief makeup training instead of attending cosmetology school. Her swift development of skills has proven effective, backed by her enthusiasm and talent. Davy’s initial opportunity was a low-budget project influenced by the Twilight phenomenon.
"My first ever job was a vampire web series that was on YouTube. I got that on Craigslist, and then a lot of student films," Davy stated. "That’s how I built up my portfolio—just working on little, itty bitty, tiny things."
While gaining experience, Davy also worked part-time at a wine bar, balancing shifts with creative projects. It took several years from picking up gigs to landing a transformative one with Moonlight, a 2016 film that acclaimed significant praise and multiple awards, offering a significant boost to her career and visibility in Hollywood.
Following her work on Moonlight, Davy began receiving more opportunities and developed a crucial relationship with A24. Subsequently, she acquired an agent, which helped propel her career trajectory.
After working on several independent films, including The Devil Has a Name, Momster, and Under the Silver Lake, HBO noticed Davy’s talent. Her involvement with the series Euphoria allowed her to explore a different aspect of her creative ability, ultimately becoming a career-defining move. The distinctive makeup artistry on Euphoria ushered in beauty trends characterized by rhinestone cat-eyes, colorful cut creases, and neon eyeliner, influencing Gen Z’s fashion preferences.
Davy noted that the makeup’s prominence in Euphoria changed everything, stating, "The makeup on that show blew up on a whole other level. There was no going back to how things were before."
Davy’s success with Euphoria provided the basis for launching her makeup brand, Half Magic Beauty, in collaboration with A24. Her brand, reflecting her creative vision, has flourished, with a $16.1 million valuation by Q2 2024 and a 24% quarter-over-quarter growth rate. Half Magic Beauty enjoys distribution in over 800 Ulta stores across the U.S. and has won multiple Allure Best of Beauty Awards.
The challenges of working with high-profile individuals like Zendaya and Chappell Roan are numerous. Although Davy benefits from collaborating with influential artists and contributing to successful films, she acknowledges that her responsibilities extend beyond makeup application.
"I quickly have been trying to adapt to becoming a content creator, becoming a founder who has to be in front of the camera, when in the past, that petrified the sh-t out of me," Davy said. "There was no way I was ever going on camera, and now it’s 100% part of my job on a weekly basis."
Acknowledging her ADHD as a "superpower," Davy credits her ability to intensely focus on the things that matter to her for supporting her career.
The perceived challenges in the entertainment industry, along with competition, can be daunting for many aspiring professionals. Despite achieving considerable success, Davy’s journey began with a Craigslist ad and working on a vampire web series. She emphasizes the importance of valuing each opportunity, which ultimately led to her current accomplishments.
"What I try to convey now to the younger generation or anyone who asks me for advice is: Those jobs are really exciting jobs," Davy advises. "I always tell people to take seriously any job they have, even if they’re doing makeup for an actor getting a headshot. Take it really seriously."
This narrative was originally reported on Fortune.com.
