Pin It
Euphoria makeup Zendaya Hunter Schafer
Instagram/@donni.davy

A24 is launching its own beauty brand


TextGünseli Yalcinkaya

Rules Beauty is described as ‘a new A24 portfolio company focusing on the beauty space’

It’s hard to remember the last time a television programme had as big a cultural impact on beauty as the first season of Euphoria. Recently dubbed the most influential television show on British beauty trends, the HBO series’ make-up was colourful, bejewelled, and over-the-top in the best way. It captured and defined this generation’s Y2K aesthetic, one graphic liner look at a time.

Now, A24 – the arthouse production company behind the hit show – is taking its first steps into the beauty industry with a new brand, Rules Beauty. Described as “a new A24 portfolio company focusing on the beauty space”, the brand name appears to hint at Euphoria’s lead characters Rue and Jules, meaning that we can probably expect to see some heavy glitter and rhinestone usage.

A job posting by A24 on Greenhouse is seeking a Director of Operations and Supply Chain. “This is a unique startup opportunity for an entrepreneurial individual to work closely with the brand’s General Manager to build our team, processes and best practices from the ground up,” reads the description.

Ahead of the second season of Euphoria, A24 is also releasing a collection of eight books that will go behind the scenes of the show – one for each episode of the first season.

Slated as a collector’s item, each book will feature new cast interviews with the likes of Alexa Demie, Zendaya, and Barbie Ferreira, never-before-seen photographs taken by Jacob Elordi, and Q&As with crew members, including make-up artist Doniella Davy, music composer Labrinth, and costume designer Heidi Bivens.

Refresh your memory by taking a look at some of Euphoria’s best make-up looks here.

Read Next
Holly Dillon
Why I turned to traditional Chinese medicine to cure my psoriasis Tried and Tested
Gucci Thomas de Kluyver
Thank god for Gucci and its trowelled-on Cosmogonie make-up Beauty news
IMG_1895
The Black-owned beauty brand mixing Scandi minimalism and African tradition Beauty Feature
Kiko colourful brows
Curl up and dye: the idiot’s guide to dyeing your own eyebrows Beauty School
Here x Haeckels x Tetsuo Lin
Fragrances made from extinct flowers may soon be a reality Beauty Feature
hair cut
What’s behind the sudden rise in hair growth products? Beauty Feature
Screenshot 2022-05-11 at 11.27.40
What’s in an accent? How class hierarchy enacts its power through voice Beauty Feature
Fitch Lunar BTS
Hairstylist Fitch Lunar’s creations are sexily imperfect Spotlight
Screenshot 2022-05-03 at 10.47.54(1)
‘Not ugly, just poor’: how the beauty industry is widening the class divide Beauty Feature
1322804
May 2022 horoscope: expect immense change this Eclipse season Horoscopes
201525970_239273504251470_1235479440564576554_n
The latest nail trend proves that everyone wants to be a 90s child Trending Beauty
DB 03
Supercuts: a tribute to subcultural hair styles through the ages Photo story
Lynski
This Ukraine fundraising event has all of your favourite beauty creatives Beauty news
Seth Rogen
Everyone loves Seth Rogen’s gloopy acrylic manicure Beauty news
Goodnight Mommy
The women getting cosmetic procedures in secret Beauty Feature
vanderbiltball
Gilded Met Gala inspo for celebs who won’t get the memo Beauty Feature