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
Valentino beauty makeup collection review
An honest review of Valentino Beauty’s couture-inspired make-up collection products
Kylie Jenner’s lip kits get a revamp
Kylie Jenner’s lip kits get a revamp Beauty news
Miley Cyrus
Miley Cyrus and Petra Collins team up for Gucci’s new fragrance campaign Beauty news
Gorilla Glue Girl launches hair care line
Gorilla Glue Girl has launched a hairspray called ‘Forever Hold’ Beauty news
201583992_502068641136379_3080342446776609213_n
Glossier is officially reopening its stores and a new permanent London spot Beauty news
187213250_169956851724998_552785434553692963_n
Britney Spears revealed a never-before-seen tattoo on Instagram Beauty news
Yuvan Kumar, Indian Street Barbers (2021)
Yuvan Kumar’s ode to the originality of India’s street barbers Photo story
Beauty filter bug, TikTok
TikTokers claim the app added a ‘beauty filter’ without their permission Beauty news
201268341_2797171537168776_3242776356467048632_n
Post Malone spent £1.1 million on diamond fangs Beauty news
Zara beauty
An honest Zara make-up review: the good, the bad, and the confusing Tried and Tested
Screenshot 2021-06-14 at 12.09.11
Jada Pinkett Smith and Willow Smith steamed their vaginas live on camera Beauty news
Lovewitch_frame9
Is hypnosis the next big wellness trend? Beauty Feature
TikTok dry scooping
‘Dry scooping’ pre-workout powder can have life-threatening consequences Beauty news
Callaly Vulvas
Why we need to talk about vulvas, and debunk the ‘perfect vulva’ myth Beauty news
Plastic Free Beauty 2
6 easy product swaps for a plastic-free beauty routine Beauty Feature
John Allan POTW
Want sky-high hair with drama? Go old school with a volumising hair foam Product of the Week