A24 Is Launching a Beauty Brand

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Eye lids patted down with glitter or heavily ombréd and outlined with jewels and dainty doodles quickly became the new way for makeup artistry thanks to HBO’s Euphoria. And now, fans may be able to get their hands on similar products straight from the source.

A24, the media company behind Euphoria and a range of other films like Minari, Midsommar, and Ex Machina, is launching a beauty company called Rules Beauty, which is coincidentally a mashup of Jules and Rue, two of Euphoria‘s notorious characters. According to i-D, the beauty line represents “a new A24 portfolio company focusing on the beauty space”. While no further information about the brand has been released, A24 posted a job listing for a Director of Operations and Supply Chain, a position that encompasses a lot of overseeing and managing.


If this brand has even a hint of Euphoria inspired products or branding, it wouldn’t come as a shock. The show’s campy makeup has garnered the attention of makeup artists and general enthusiasts everywhere, especially content creators who’ve used their social platforms to share their own iterations of the series’ makeup. All of this credit goes to makeup artist Doniella Davy, who’s skill with a makeup brush proves that blinged out makeup can be reserved for the everyday.

While we’re gearing up for Rules Beauty’s release, click through the gallery to view some of Euphoria‘s makeup looks.

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