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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.

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