When HBO's Euphoria first aired, it didn't just change television. It changed beauty. The show's extraordinary, boundary-pushing makeup - rhinestones scattered across eyelids, glitter tears running down cheeks, graphic neon liners in colors that had never appeared on a primetime screen before - landed like a creative detonation in a beauty world that had been dominated by the minimalist "clean girl" aesthetic for years.

The result? A cultural shift in how an entire generation thinks about makeup. And if you want to recreate the look, Ulta is your best starting point.

The Show That Rewrote the Rules of Beauty

From the moment Euphoria premiered, it was clear that its approach to makeup was unlike anything television had attempted before. The person responsible was makeup artist Doniella Davy, who had been told by series creator Sam Levinson that he wanted makeup to function as "a really expressive emotional storytelling tool" - not regular TV makeup, but something that could reveal character psychology and amplify emotional truth.

Davy delivered. The now-iconic rhinestones, hypersaturated liners, and crystalline glitter tears were not simply aesthetic choices - they were intentional decisions rooted in character development and cinematography. As Davy explained, the moody lighting of the show meant the makeup needed to be bold enough to show through shadow without becoming muddy. The result was makeup as art, makeup as character, makeup as something the beauty industry had never quite seen on screen before.

The impact was immediate and enormous. Searches for "Euphoria makeup" surged by 335%. Searches for "rhinestone makeup" climbed by 926%. "Colorful eyeliner" saw a 623% rise, and "graphic eyeliner" searches increased by 230%. The show hadn't just inspired a trend. It had fundamentally changed how people thought about what makeup was allowed to be.

The Cast Who Made the Looks Iconic

Each character in Euphoria came with their own signature beauty identity - and each became a source of inspiration in its own right.

Zendaya as Rue brought a glittery, starry-eyed quality to her looks - purple metallic eyeshadow on the lids, tiny stars placed below the corner of the eye, and those unforgettable glitter tears that became one of the show's most iconic images. Rue's makeup always felt raw and emotional, which was entirely the point.

Alexa Demie as Maddy was the show's most flamboyant beauty icon. Her looks featured glittery purple eyeshadow smudged dramatically on the lower lash line, rhinestones placed with precision around the eyes, and a red liner paired with a purple base that nobody had thought to combine before but immediately wanted to copy.

Sydney Sweeney as Cassie gave the world peacock-inspired looks drenched in teal and blue eyeshadow, sapphire blue rhinestones, and super-defined lashes - as well as a rhinestone-studded wing that replaced traditional eyeliner with something far more spectacular.

Hunter Schafer as Jules embodied an ethereal, otherworldly quality in her looks - soft, luminous skin, dreamlike color combinations, and an overall aesthetic that felt like it belonged to a different dimension entirely.

Together, these characters created a beauty universe that was simultaneously cohesive and wildly individual - and the world couldn't stop watching, copying, and creating.

What Euphoria Makeup Actually Is

At its core, the Euphoria makeup aesthetic is built around a few defining elements:

Glitter and rhinestones. The absolute signatures of the look. Glitter is applied to eyelids, inner corners, and sometimes scattered across the cheekbones. Rhinestones and face gems are placed along the lash line, around the brows, or trailing down the cheek like tears. The effect is somewhere between editorial and otherworldly.

Bold, graphic eyeliner. Not your standard black wing. Euphoria eyeliner comes in neon hues, unexpected colors, and geometric shapes - floating liner flicks above the crease, colored lower lash lines, asymmetrical designs that function more like drawings than makeup.

Highly pigmented eyeshadow. Metallic purples, electric blues, vibrant teals - Euphoria eyeshadow is never subtle. The key is building color with intention rather than blending everything into neutrality.

Glossy, luminous skin. While the eyes do all the dramatic work, the skin in Euphoria is always fresh, dewy, and luminous - never heavy or cakey. The base keeps things breathable so the eye look can take center stage.

Glossy lips. Matte lips have no place in the Euphoria universe. Lip glosses and lip oils are the finishing touch — a wet, lacquered pout that completes the overall ethereal energy.

The Brand Born Directly From the Show

Perhaps the most extraordinary thing about Euphoria's beauty legacy is that it gave birth to an entirely new makeup brand. Doniella Davy launched Half Magic Beauty - available at Ulta - as the direct creative evolution of the show's aesthetic. Davy has been explicit that Half Magic is "born from the DNA of Euphoria makeup, but it's an evolution of the conversation" - making it accessible and wearable for anyone at any skill level, not just for Euphoria-calibre editorial looks.

Ulta was Half Magic's launch retail partner, chosen because of the enthusiasm and confidence the retailer showed in the brand from the very beginning. If you want the most direct route to Euphoria-inspired makeup, Half Magic at Ulta is exactly where to start.

What to Shop at Ulta to Get the Euphoria Look

Ulta carries everything you need to recreate Euphoria-inspired makeup at every budget level. Here's what to look for:

For the Eyes: Glitter and Pigment

Half Magic Beauty Glitter (at Ulta) The most direct Euphoria connection you can make. Half Magic's award-winning pressed glitter is designed for zero-mess sparkle on eyes, face, and body - and it was created by the show's own head makeup artist. This is the starting point for any serious Euphoria look.

Highly Pigmented Eyeshadow Palettes Look for palettes at Ulta that include deep purples, electric blues, teal tones, and metallic finishes. Urban Decay, NYX, and the Ulta Beauty Collection all carry options that hit the Euphoria color range beautifully. The key is pigmentation - you want colors that show up on the lid on the first application, not after three layers.

Glitter Liquid Eyeshadow Ulta stocks a range of liquid glitter eyeshadows that deliver the kind of high-impact sparkle Euphoria is known for. Apply to the lid with a finger for maximum intensity, or layer over a primer to keep it in place.

For the Liner: Bold and Graphic

Colored Liquid Eyeliners Ulta carries colored eyeliners in neon, metallic, and jewel tones across multiple brands. NYX Professional Makeup's Epic Ink Liner comes in multiple colors and delivers the precise, sharp line you need for graphic Euphoria-style looks. For waterline use, look for formulas specifically designed to be safe and comfortable for that application.

Glitter Eyeliner Ulta's glitter eyeliner range is exactly what you need for that inner corner sparkle or floating liner effect that's become synonymous with the show's aesthetic.

For the Gems: Face Rhinestones

Face gems and rhinestones are the most instantly recognizable element of the Euphoria look - and Ulta carries adhesive face gems and individual rhinestones that can be applied with lash glue or gem glue. Apply after your eyeshadow has set, use tweezers for precision, and start at the inner corner, working outward.

For the Skin: Luminous Base

Dewy, Skin-Finish Foundations The Euphoria base is all about fresh, glowy skin that looks like skin. At Ulta, look for foundations with a luminous or satin finish - L'Oreal, Maybelline, and NYX all carry affordable options that deliver that lit-from-within look without heaviness.

Setting Spray A good setting spray is non-negotiable when you're wearing glitter, gems, and bold colour. Ulta stocks Urban Decay's All Nighter Setting Spray, which is a favorite for keeping high-impact looks locked in place all night.

For the Lips: Gloss and Oil

Lip Gloss and Lip Oil The Euphoria lip is always glossy. Ulta carries an enormous range of lip glosses and lip oils - from budget-friendly options like NYX and e.l.f. to more premium picks - all of which deliver the wet, lacquered finish the look requires.

How to Start if You’re New to This

The Euphoria aesthetic can feel intimidating if you've never experimented with color or glitter before - but beauty expert Annabelle Taurua puts it simply: "Euphoria made it normal to treat makeup as something expressive rather than something you have to get right."

Start small. A flash of neon liner in the inner corner. A few carefully placed rhinestones along the lash line. A sweep of glitter on the lid. You don't have to commit to a full editorial look to capture the spirit of Euphoria makeup - and everything you need to experiment is available at Ulta, from the Half Magic line born directly from the show to affordable drugstore picks that deliver the same energy.

The most important ingredient is confidence. Euphoria makeup was never about perfection. It was about expression.

The Bottom Line

Euphoria didn't just influence a makeup trend. It permanently shifted the beauty conversation - away from "corrective" makeup and toward something more honest, more expressive, and far more interesting. The show proved that makeup could be emotional, psychological, and artistic all at once.

And the best place to bring that vision into your own life? Ulta - where Half Magic Beauty, colored liners, glitter palettes, and everything else you need to channel your inner Rue, Maddy, or Jules is waiting.

Check out our post on Boohoo, to match your Euphoria makeup to your Euphoria inspired fashion.

Your Euphoria era starts now.