How Euphoria Changed the Way We Do Our Makeup

By Alexus Mosley

Stills and promotional images from Euphoria HBO

When Euphoria aired on HBO in the summer of 2019, on-set makeup artist Doniella Davy revolutionized the ways fans of the show wore makeup, introducing a new element to beauty and self-expression. Suddenly, we were bombarded with glitter tears, sharp winged liner shadowed with rhinestones, and stenciled rainbow clouds on the eyelids on and off-screen.

Drawing inspiration from the eyeliner and pastel shades that were popular in the 1960s, as well as the smudgy glittery makeup that trended during the glam rock and disco eras of the 1970s, Davy communicated entire plots through eyeshadow and neon liner. Each look served as emotional armor, a cry for help, or a fantasy, depending on the scene, making us rethink makeup. Not just as a beauty but as a language.

The teen TV series completely shifted the landscape for Gen Z and beyond. Every day beauty was no longer about looking “natural.” It was about expression, drama, and storytelling through your face. Before Euphoria, makeup tutorials on YouTube and TikTok leaned toward minimalism or IG baddie-full glam. But after Alexa Demie’s Maddy served rhinestone cat-eyes, everything changed. “Euphoria Makeup” trended everywhere, becoming the new aesthetic — editorial, expressive, emotional, and often theatrical. Each character’s makeup was a visual diary that reflected heartbreak, rebellion, power, softness, and vulnerability. We weren’t just contouring cheekbones anymore; we were painting emotions.

Even as the show’s original seasons wrapped, Euphoria’s influence is far from over. Much of Gen Z still treats makeup like wearable art with no rules and no apologies, oftentimes combining nostalgic Y2K shimmer with emotional storytelling. Especially at music festivals such as Coachella, where the bolder the eye makeup, the better. Searches for “Euphoria makeup look” surged over 300% between 2020 and 2022 and remain a top-pinned search in 2025.

Most of all, Euphoria inspired us to be creative and use makeup to show who we are without having to say a word.