US – Doniella Davy, the make-up artist behind youth drama series Euphoria, has unveiled the first products in a beauty line inspired by the show. Dubbed Half Magic Beauty, the range includes eye paint, double-ended lip liners, highlighters, setting spray and face gems. Each item enables bold and expressive looks in an aesthetic style that Davy calls 'emotional glam make-up'. It also launches with beauty tools, such as a silicone guide for applying winged eyeliner.

Arriving as the first brand in a beauty portfolio from entertainment company A24 – the production company behind Euphoria – Half Magic Beauty reflects the lucrative market for media-inspired make-up. But while the brand arrives as a result of the popularity of Euphoria, Davy explains its longevity will outlast the show’s success. ‘The make-up transcends the show,’ she says. ‘In its own way, it became its own entity.’

By promoting such vibrant and playful make-up looks, Half Magic Beauty shows how The Make-up Movement continues to evolve in line with youth-led values.

As people become more aware of potential uses for cryptocurrencies, new research reveals opportunities for alternative payments to be used in the health and wellness sector. According to a small study by fitness website FitRated, a majority (81%) of people in the US would be motivated to stay fit if they were incentivised by cryptocurrency payments.

When considering their reasons for preferring blockchain-based financial incentives to standard monetary ones, 83% of respondents said that they liked the fact that blockchain-based fitness applications gamified physical activity. Interestingly, the study also found that 40% of people would be willing to cancel their current physical gym membership for one in the metaverse.

With this shift demonstrating an evolution of our Exertainment Market, there is potential for metaverse-based gym memberships that enable Squad Subscription strategies – empowering people to earn income according to their level of activity.