# Half Magic Beauty

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/half-magic-beauty

- Industry: Consumer Products
- Headquarters: West Hollywood, US
- Website: www.halfmagicbeauty.com
- Latest round: Series A (Sep 17, 2026)
- Investors on record: 4

## About

Based in New York, US, and co-founded by Doniella Davy in 2022, Rules Beauty LLC doing business as Half Magic Beauty operates as a consumer product company specializing in beauty products. In September 2026, the firm raised its venture funding led by Point King with participation from Alliance Consumer Growth, A24 Films LLC and Access Industries.

The company offers a range of vegan and cruelty-free beauty and cosmetics products with saturated pigments in bold mattes and multidimensional shimmers. The products offered by Half Magic are eye products such as eye paint + liner, eyeshadow, brow sculpting gel, wing magician, etc. under the brands Glitterpill, Grippie, etc, and face products such as duo-chrome glow powder, cheek set, lock set, etc, under the brands Glitterpuck, Pro, Cheek Fluff, etc. Other products offered by the company are lip products such as lip gloss, lip cream, liptrik kit, etc. under the brand Magic Drip, Mouth Cloud, Angel Rave, etc, and Gems such as Iridescent Sparkle, Crystalline Nude, and Solid Neon face gems, pearls, and studs. The firm offers its products through its e-commerce website.

The company generates its revenue by offering its products to customers through its e-commerce website. Some examples include Chromaddiction Matte Frogalina eye paint + liner at USD 24, Soft Blur Blush at USD 20, Magic Drip Lip Gloss Magic Brownie at USD 20, Face Gems soli neon at USD 12, etc.

The company plans to utilize its September 2026 funding to support its next phase of growth.

## Funding rounds

- Series A, Sep 17, 2026 — Access Industries, Alliance Consumer Growth, Point King Capital, A24 Films LLC

## Investors

- Access Industries (https://capitalatlas.ai/funds/access-industries) — Series A
- Alliance Consumer Growth (https://capitalatlas.ai/funds/alliance-consumer-growth) — Series A
- Point King Capital (https://capitalatlas.ai/funds/point-king-capital) — Series A
- A24 Films LLC — Series A