Drug mules, high-end escorts and Only Fans may be at the top of the agenda for HBO’s Euphoria season three, which kicked off on Sunday 12th April, but the only thing we are fixated on is the return of Euphoria beauty. When it first hit screens in 2019, its knack for bold, boundary-pushing and maximalist beauty birthed a whole TikTok trend that redefined our approach to make-up. The #euphoriamakeup movement spanned glitter, gloss, and gemstones, and garnered a reach of over 1 billion, ensuring that the show’s make-up team, led by Doniella Davy, won two Emmy Awards.
Reflecting on why the beauty looks on the show became a cultural moment, Davy explains, ‘the show bridges the gap between fantastical make-up and everyday life. I think people were used to seeing bold, colourful, and glittering make-up on the runway or in fashion but not on TV. Seeing these looks on a group of relatable TV characters, who were not lit for “beauty” but were instead portraying real life scenarios and really “living” in these make-up looks, helped redefine this kind of make-up as accessible and totally wearable.’
Off-screen, the beauty looks were so monumental it compelled Davy to launch Half Magic in 2022 with the backing of studio A24, which gave everyone the chance to recreate Euphoria-coded make-up with the very products used on set.
What beauty looks like in Euphoria season 3
Now back for its rumoured last season, Euphoria meets us five years into the future where Maddy, Cassie, Jules, Rue et al find themselves flung into the throes of real, adult life, and their beauty choices reflect it. ‘We have moved away from whimsical and experimental make-up into feral, purposeful, unapologetic glam that exists for a hard, desired outcome rather than whimsical experimentation,’ explains Davy. While season one gave us chaos, in season three make-up is fully loaded with intention and used by the characters to get what they want.
It’s seen through Cassie’s (played by Sydney Sweeney) character arc. ‘She starts getting spray tans, and dons Pam Anderson-style high-contrast frosty lip, winged liner that reminds us of seasons one and two, sparkly eyeshadow and high contrast tight-lined piercing eye looks, because she wants to be noticed and desired, and be a living embodiment of a male fantasy.’
Similarly, fierce, strong and independent Maddy (played by Alexa Demie) has swapped her sparkles and colour for a bold, self-assured take on traditional glam (think Sophia Loren meets mob wife and the ’90s Supers) as a means to be taken seriously as she navigates Hollywood.
But make no mistake, while the show’s beauty direction has taken a turn, the make-up is just as mega. Drawing on ‘traditional film noir glamour, playful Y2K-inspired aesthetics, and sparkling luminous pop star-like looks,’ there will be a buffet of ’90s-esque tightling, swopping winged liner, top-to-toe body make-up, and euphoric nails.
The best beauty lessons from Euphoria season 3 so far
High-contrast make-up
While the term has only recently come into the TikTok zeitgeist, contrast make-up theory is a trick that has long been used by the pros. French make-up artist Aliénor has been credited with its recent revival as she took to social media to help users assemble their signature beauty look. It’s built on the principle of using the contrast between your key features (skin, eyes, hair, and eyebrows) to determine the shades and tones of make-up that would flatter you best. According to Aliénor, there are three main types of contrasts we possess: high, medium, and low. Season 3 takes the high road, with large discrepancies between key features. Think: nude lipstick finished with a deep dark lip or red lips on pale skin.
The ’90s comeback
Our obsession with all things nineties comes to a head with Maddy. In season three, she has almost grown into the person she always knew she would be and it’s marked by her ’90s-coded powerful, driven, and dramatic hair and make-up looks. Her boss era comes to life via moody, smoked out eyes, double lined lids, strong brown lined lips and skin that is devoid of shimmer. While muted, Maddy means business.
Death of the clean-girl
If you needed any proof of the clean-girl aesthetic’s demise, look no further than the entire body of Euphoria. But season 3 especially ‘is a campaign against clean-girl make-up,’ Davy said in a recent interview. Sparkly is the memo, as seen on the lips and eyes of performative Cassie, as are long, red colour theory nails.
This story first appeared on GRAZIA UK.
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