Euphoria season 3 makeup: Donni Davy on the antithesis of the clean girl look

Fans have been buzzing, and now it’s official: Euphoria’s next chapter doesn’t resume immediately where season two left off. Zendaya confirmed in an Entertainment Weekly interview that season three jumps forward several years, and with that time skip comes a noticeably different approach to the show’s signature beauty language.

Makeup on Euphoria has always been more than cosmetics — it’s storytelling. With the new season just weeks away, the series’ makeup aesthetic evolves: less whimsical experimentation at times, and at others a full-throttle, cinematic glam that reflects the characters’ shifting lives. Donni Davy, the show’s lead makeup artist and founder of Half Magic, reveals how the looks were reimagined for this grown-up chapter.

What season 3 means for Euphoria’s makeup: bolder, cinematic, intentional

Rather than a continuation of the exact same palettes and motifs, season three presents makeup as a narrative device that tracks life changes over a five-year leap. According to Davy, the new direction favors “capital G glam” — an elevated, traditional Hollywood approach that still retains the series’ trademark emotional nuance. That means plenty of shine and sparkle, but applied in ways that feel purposeful rather than playful.

Expect makeup to read like character journal entries: subtle shifts in eyeliner or lip color will dramatize mood swings, power plays, and inner turmoil. Some of the show’s most memorable elements — glitter tears, rhinestone accents, and glossy, reflective lips — remain, but they’re often rendered more cinematic, designed to register on camera and deepen the story.

Character makeup transformations: how the main players have changed

Maddy Perez — structured power and sharp edges

Maddy’s look has moved from impulsive high school flair to a polished, assertive aesthetic. Davy describes this as Maddy’s “businesswoman era,” trading matchy-matchy pops of color for more refined, aggressive choices: precise double wings, smoky eyes with crisp lines, and moments of luxe dark lipstick. These changes read as armor — makeup that asserts control and dominance.

Cassie Howard — glam as mask for instability

Cassie’s beauty becomes increasingly amplified in season three. Where she once gravitated toward softer looks, her makeup now climbs into theatrical territory: frosted lids, bold winged liner, intense contouring and even an exaggerated sun-kissed tan that edges into pop-star territory. The effect is glamorous on the surface but reveals emotional strain underneath.

Jules Vaughn — dimmed light and gaze-driven styling

Jules’ playful, colorful experimentation from season one gives way to a more restrained, moodier style. Davy says the new Jules is crafted “for the male gaze” at times — a look that temporarily dims her brightness and suggests vulnerability tied to new dynamics in her life. Color remains, but it’s used differently: suggestive, muted, and often with a darker emotional register.

Rue Bennett — minimalism with lived-in realism

Rue continues to favor pared-down, almost invisible makeup. In the recent trailer she appears travel-worn and distracted, and her beauty reflects that life on the run leaves little room for elaborate routines. Still, her signature dewy skin, subtle sheen, and brushed-up brows persist — proof that minimal makeup can remain character-defining and cinematic.

How glitter and embellishment return — but in a new light

If you worried the show would abandon its sequined DNA, rest easy. Davy confirms the team used glitter extensively on set — not just sparingly for effect, but layered across skin and costumes when the scene demanded it. The difference this season is intention: shimmer appears as an emotive brushstroke rather than a costume-choice stunt.

• Placement matters: micro-gloss over lids, a wash of shimmer along collarbones, or a precise dusting against cheekbones — the goal is to enhance mood and catch camera light.
• Technique tweaks: glitter over a black liner or pressed pigment used as a soft halo around the eyes creates a more cinematic, tactile result.
• Less whimsy, more story: shimmer punctuates key moments — not every scene — so when it appears, it’s meant to amplify emotion.

Behind the scenes: making products on set and developing looks in real time

Donni Davy didn’t just design looks for the camera — she literally made and refined products while shooting. Many Half Magic pieces were formulated and tested during production, with the cast wearing prototypes during takes. That close loop between set and lab allowed the makeup to be tailored to lighting, movement, and narrative beats.

On-set creation meant rapid experimentation: formulas were adjusted to behave under fluorescent police-station lights, stage spotlights, and the intimate close-ups that make Euphoria’s visuals so addictive. Even small details — how a glitter fleck catches light or the way a liner smudges under tears — were iterated alongside the actors’ performances.

The Half Magic x Euphoria collection: what’s in the drop and where to buy

Half Magic’s collaboration with Euphoria and HBO is the brand’s first official co-branded release, and it leans heavily on the show’s visual vocabulary. The limited eight-piece collection, launching exclusively at Ulta Beauty on April 29, packages fan-favorite items alongside new shades and collectible design touches.

• Glitterpuck pressed glitter — new “Feel Something” shade
• Glitterpill Eye Paint + Eyeliner — new “Glitter Tears” tone
• Magic Flik Liquid Eyeliner in limited-edition packaging
• Metallic gunmetal self-adhesive face gems
• Beam Trap Skin Illuminating Balm
• Glitterpuck and Glitterpill shades paired in exclusive formats
• New nude-pink lip gloss — playfully named “B*tch You’re My Soulmate”
• Six-pan collectible eyeshadow palette with shades named after the main characters

Packaging is also a narrative device: paper cartons are printed with film stills, script quotes, and tiny Easter eggs for dedicated viewers. Metallic purple tubes and rose-floral motifs reference iconic moments from the series, creating a product experience aimed squarely at longtime fans.

Makeup tools of the season and price pointers

The release pairs artistry with accessible price points and retail availability. Here are a few highlights shoppers can expect, with approximate retail prices at Ulta:

• Glitterpuck Pressed Glitter — $32.50
• Glitterpill Eye Paint + Eyeliner — $25.00
• Self-Adhesive Face Gems — $14.50
• Magic Flik Liquid Eyeliner — $25.00
• Beam Trap Skin Illuminating Balm — $24.00

Collectibility is built in: the palette and limited editions are aimed at fans who want a tactile piece of the show’s aesthetic and history, not just a beauty purchase.

Why the show’s makeup still matters culturally

Euphoria’s beauty choices have become a cultural shorthand — a set of visual cues other creators and influencers reference. Season three continues that influence by marrying high-concept glamour with narrative specificity. Davy emphasizes that while makeup gets a lot of attention, it always serves the story: every eyeliner flick, glitter tear, and glossy lip is calibrated to reveal something about the character wearing it.

The combination of on-set product development, character-driven styling, and a branded collection means season three’s looks will likely ripple through beauty trends again — this time skewing toward more dramatic, cinematic glam that still feels emotionally grounded.

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David Miller

David Miller is an entertainment expert with a passion for film, music, and series. With eight years in cultural criticism, he takes you behind the scenes of productions and studios. His energetic style guides you to the next big releases and trending sensations.