The highly anticipated third season of HBO’s Euphoria has arrived, ushering in a new era for its complex characters and the meticulously crafted aesthetic that has become its hallmark. As the series jumps forward five years, audiences are met with a cast of characters who are now navigating adulthood, grappling with their pasts, and, as makeup department head Donni Davy aptly puts it, "everyone’s kind of trying to find God." This season marks a significant evolution not only in the narrative but also in the show’s visual language, with notable changes behind the scenes, including a shift in musical composition by Hans Zimmer and the addition of Colleen Atwood as co-producer, influencing wardrobe direction under Natasha Newman-Thomas.
Despite the enduring dark themes, the visual palette of Euphoria season three presents a notable departure from its predecessors. The initial episodes showcase sun-drenched California landscapes and vibrant interior décor, exemplified by Lexi’s apartment and the opulent home shared by Nate and Cassie. This shift towards a brighter, more expansive visual style has been described as evoking an epic Western, a stark contrast to the dreamy, neon-drenched atmosphere that defined seasons one and two.
However, the core of the show’s dramatic tension remains intact. Zendaya’s character, Rue, continues her entanglement with the drug trade, a narrative thread that showrunner Sam Levinson emphasizes as a reflection of the ongoing impact of narcotics in the United States. Levinson has spoken poignantly about the profound effect of Angus Cloud’s passing in 2023, the actor who portrayed Fez, and the persistent crisis of fentanyl-related deaths across America. The thematic undercurrent of season three aligns with the third step of the 12-step recovery program – "Surrender your will and life to the care of your higher power" – a sentiment echoed in pre-premiere taglines such as "May God have mercy."
The Enduring Power of Makeup in Euphoria
Central to Euphoria‘s identity has always been its groundbreaking makeup. Donni Davy, who has been the visionary behind the show’s iconic looks since its inception in 2019, was tasked by Levinson with creating makeup that would not only captivate but also prompt viewers to "pause the show and study" without overshadowing the narrative’s gravitas.
In season one, Davy drew inspiration from the late 1960s’ pastel hues and winged liner, alongside the glam rock of the ’70s, the elongated cat eyes of the ’80s, and the grunge liner of the ’90s. The term "Euphoria makeup," now synonymous with sparkling gemstones, razor-sharp winged eyeliner, and glitter-infused tears, has resonated deeply with audiences, inspiring countless fans to experiment with their own makeup. This phenomenon is quantifiable: Google Trends data reveals a peak in searches for "euphoria makeup" in 2022 following the second season’s premiere, with searches already experiencing a significant spike in the week leading up to the third season’s release on April 12th.
The author’s personal experience offers anecdotal evidence of this fervent interest. A tour of the show’s makeup trailer in 2021, which included a preview of Davy’s makeup brand, Half Magic, resulted in a gain of over 35,000 Instagram followers in a single day, driven by insights into onscreen techniques and character aesthetics.
Behind the Scenes: A Glimpse into Season Three’s Makeup Trailer
The author was granted exclusive access to the season three makeup trailer at the conclusion of filming in November 2025. The set, code-named "LA Nights" and marked with discreet "10 Commandments" signage to maintain confidentiality, was a hub of creative activity shrouded in secrecy. The primary objective was to ascertain whether the makeup would retain its signature "look at me" allure or if the characters had matured beyond such overt self-expression in the intervening years.
"Capital G Glam" Meets Nostalgic Hollywood
The good news for fans is that season three sees a triumphant return to "capital G glam," as described by Davy. However, this iteration of glamour is not a mere rehashing of the bold colors and dazzling rhinestones of earlier seasons. Instead, Davy has embraced a more nuanced approach, drawing inspiration from nostalgic Hollywood makeup and paying homage to iconic looks of the past and present. "It’s not as experimental," Davy notes. "In high school, there was tons of glitter. There’s also tons of glitter in season three, but the girls are grown up, and the creative vision is different. Sam [Levinson] wanted me to do my version of traditional glam – Hollywood glam."
A critical element influencing the season’s makeup was the specific film stock employed, which amplified contrast on camera. This technical consideration necessitated a bolder application of makeup to prevent elements from appearing washed out or altered in color. Davy’s response to this challenge was direct: "We need cunt-ery here, we need to go hard."
High-Contrast Beauty: The Art of Boldness
The emphasis on high contrast is evident in various looks. For instance, Maddy’s signature eyeliner has been amplified. Davy explains, "I’m like, ‘Girl, the wings are always iconic on you.’ They always look so good, but without that high-contrast moment, whether it’s a sharp line on the bottom or just a tightline, we don’t get that extra-visual thing to sink your teeth into."
The mood boards plastered throughout the trailer reveal a rich tapestry of inspirations, ranging from ’90s Pamela Anderson and Y2K aesthetics to ’60s influences. References included Hustler and Playboy spreads with notes like "red nails, simple eyes, classic lips," and directives for "super glowy – NO POWDER" and "babydoll lashes." The visual lexicon extends to icons such as Kate Moss, Rihanna, Sabrina Carpenter, and Gabriette. Davy encapsulates the season’s overarching makeup philosophy as "sparkly, luscious, juicy, glam," positioning it as "a campaign against the ‘clean girl’ aesthetic. It’s big, unapologetic glam."
Davy’s creative process involves deeply engaging with the scripts to envision each character’s journey, which then informs their makeup. For Jules (Hunter Schafer), this season’s aesthetic—characterized by bleached brows and a core palette of red, silver, and black—was shaped by Davy’s imagining of a "deranged moment at home," which included a Pat McGrath Labs peel-off mask applied over makeup, intended to be peeled off on camera.
Key Makeup Trends for Season Three
Several key makeup trends are prominent throughout season three:
- Inner-Corner Wings: Sharpened eyeliners are crucial, with inner-corner wings emerging as a significant trend.
- Brown Tightliner: The technique of tightlining the upper lash line with brown eyeliner is pervasive, aiming to create intensely "piercing" eyes.
- Frosty Lips: A return to frosty lip finishes is observed.
- Body Shimmer: Extensive use of body shimmer adds an ethereal glow.
- Blue Eyeshadow: This shade serves as a recurring motif for characters exhibiting emotional instability or a penchant for being "extra."
- Elaborate Nail Sets: Commissioned from artist Caroline Cotten, nail art plays an increasingly vital role in character expression.
Character-Specific Makeup Evolutions
The season meticulously crafts distinct beauty narratives for each character, even those who previously eschewed elaborate makeup.
Cassie’s Transformation into a "Vixen"
In season two, Cassie’s beauty choices were largely imitative of Maddy and Jules. Season three sees her forge her own path, embracing a "vixen" persona reminiscent of vintage pin-up models and early film stars. Davy notes, "[Brigitte] Bardot is always on my Cassie boards."
While a Cassie look could previously be achieved in under an hour, Sydney Sweeney (Cassie) now dedicates two hours to full, head-to-toe body makeup. This transformation reflects Cassie’s intense desire to orchestrate her wedding to Nate exactly as she envisions it, even if it means joining OnlyFans to fund her aspirations. Davy describes Cassie’s makeup as "very performative," and "kind of desperate, unapologetic. She’s trying to get attention. It’s for the male gaze." However, Davy’s intention is to create looks that resonate with female viewers, fostering a sense of shared aesthetic appreciation rather than catering solely to male desires.
Maddy’s Transition to Professional Glamour
Maddy, now an assistant in Hollywood, projects an image of aspiration that subtly belies her current financial struggles. Davy observes, "Her inner light has gone out." In her "hustler era," Maddy appears defeated, a sentiment conveyed through a more muted color palette. Davy explains, "There doesn’t seem to be a lot of joy in her life, so I think this matte colorless colorscape really works. She’s trying to be more grown-up—all business, no frills."
This contrasts sharply with her high school persona, where her makeup was a "theatrical performance," playful and exploratory. While Maddy’s makeup in high school was "unfuckwithable" and fierce, it also revealed her hopeful and tender side. Davy believes Maddy is strategically using her refined makeup skills: "Showing up to work with a purple sparkly eye is not going to get her the results she wants in terms of being taken seriously." Alexa Demie, the actor portraying Maddy, was actively involved in developing these looks, opting for a more traditional glam approach. Davy elaborates, "Because it’s Maddy and me and my team, we get this unapologetic, bold version of something traditional. This style of makeup is new for Euphoria because we’re not usually bringing in traditional styles of makeup."
Rue’s Subtle Return to Self-Care
While Rue was intentionally depicted with a more disheveled appearance in previous seasons, season three sees her makeup become more refined, with only a few instances of her looking worse for wear. She continues to use MAC Face and Body foundation, complemented by Half Magic Dew Lock Setting Spray for a healthy glow. Notably, she sports more legitimate makeup looks, including brown eyeliner applied to her waterlines for the wedding scene.
Lexi’s Evolved Hollywood Glamour
Lexi, who previously favored a minimalist approach with occasional red lipstick, fully embraces Hollywood glamour in season three. Davy describes Lexi’s new aesthetic as "a banging glam—not just a statement lip—but lashes, the whole shebang." Her signature brick-red lipstick and subtle wings are a mature evolution of her high school red-lip look, inspired by vintage ’70s fashion. Davy explains, "We wanted a more mature version of her high school red-lip look. Clearly, she’s really into this formal attire, so we thought she would have a real makeup routine, too, that she’s been working on and perfecting. She wants to look well-rested. She is definitely not showing up to work with no makeup."
Jules’ Minimalist but Impactful Presence
Although not featured in the first episode, Jules’ look this season is described as more minimal, reflecting the seriousness of her circumstances. Davy states, "It’s not colorful. It’s not happy."
The Season’s Makeup Masterpieces: Episode by Episode Breakdown
Episode 1: "New Beginnings"
The premiere episode emphasizes the importance of skin and body makeup, particularly for Cassie. Davy utilized Suqqu foundation, noted for its buildable coverage and skin-like finish, mixed with Saie Super Glowy Gel. A Pawpaw sponge infused with Half Magic Dew Lock Setting Spray and foundation was employed to ensure longevity.
For Cassie’s scene, which features her in minimal attire, Davy combined OFRA Cosmetics RCK Red Carpet Color with Westmore Beauty Body Coverage Perfector and Vita Liberata Body Blur, enriched with Hempz Body Lotion for an even, radiant glow. In situations requiring transfer-proof coverage, such as intimate scenes or when wearing white, Davy opted for alcohol-based body paints, including Allied FX Bluebird Iridescent Inks in Cashmere and Bronze Pearl for added shimmer.
Episode 2: "American My Dream"
Episode two delves deeper into Maddy’s character and marks Jules’ first appearance with a striking new hair color. Davy characterizes Maddy as "a little evil this season," a persona amplified by her makeup for her encounter with Cassie. Despite the heat, Maddy’s look—featuring prominent lip liner and double-winged eyeliner—evokes a "mob wife meets old Hollywood" aesthetic, signaling her intent to project power and command respect. The inspiration for this look included French-Italian actress Edwige Fenech.
For Maddy’s makeup, Davy recommends a base of matte brown cream eyeshadow (Colorpop Shadow Stix), followed by a taupe powder shadow for a velvety finish. Half Magic products, including the Flik Liquid Eyeliner Pen and Flik Eraser Correcting Pen for the double wings, were extensively used. Cheek Fluff in Magic Brownie, Sculptitude Lip Liner in Seize the Slay, You’re My Taupe, and Lip Snuggle in Killah Meows completed the look.
Jules’ makeup in this episode, while experimental, aligns with her signature style, featuring black liner on her lower waterline paired with light blue eyeshadow. Her hair, a dramatic 50" buss-down wig, is described by stylist Kim Kimble as evoking a "modern-day Rapunzel."
Episode 3: "The Ballad of Palidin"
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Nate and Cassie’s wedding episode is replete with drama and striking beauty moments.
Cassie’s Bridal Radiance
Davy aimed for a "pretty makeup" look for Cassie’s bridal moment, emphasizing piercing eyes through a brown-toned waterline. The intention was for her eyes to remain visible through her veil, especially as she anticipates tears during the ceremony. Davy considered a more traditional bridal look but ultimately decided on a "Cassie Wedding Barbie" aesthetic, inspired by her dress.
For the reception, Cassie’s eyeshadow shifted to a sparkly blue, a nod to a significant moment in season two. The Half Magic GlitterPuck in Princess Ghost was used for this effect. Additional Half Magic body products were applied to her chest for a shimmering effect, and her nails, by Caroline Cotten, featured pearlescent finishes with floating gems, embodying "sweet-leaning-innocent vibes."
Jules’ Ethereal Siren Look
Jules’ appearance at the wedding, in a near-naked blue dress, inspired an "otherworldly siren" makeup. Davy used a taupe eyeshadow with Half Magic Glitterpuck in Feel Something, described as "so season one, Jules and Rue-coded." Spiky manga lashes, a subtle smoky wing, and periwinkle glitter on the lid completed the eye look. Her lips featured the Never Been Happier lip gloss from the Half Magic x Euphoria collection, and her nails were from Lost Angels in Stop Copying Me.
Maddy’s Dramatic Wedding Glamour
For the wedding, Demie desired a more colorful approach for Maddy. The look featured a burgundy smoky eye, a plum-burgundy waterline, and shimmery gold on the lid. Davy described it as "eye-makeup armor" for the wedding. Her nails, by Cotten, were a departure from her usual shape, opting for a stiletto to add energy. The design was a subtle outline to complement her attire.
Nate’s Calculated Demeanor
Nate’s character arc in this episode involves facing consequences for his financial dealings, culminating in a violent encounter. While his makeup is less central to the narrative, his appearance reflects his character’s stoic and often unyielding nature.
Conclusion: A New Chapter in Euphoria’s Visual Storytelling
Euphoria season three continues to push the boundaries of makeup artistry, evolving with its characters into a new phase of life. The shift towards "Hollywood glam" and high-contrast aesthetics, combined with a deeper exploration of character psychology through beauty, promises to keep audiences captivated. As Donni Davy and her team continue to craft these intricate looks, the show remains a powerful testament to the role of makeup in storytelling, offering a visually rich and emotionally resonant experience. The emphasis on prosthetics and head-to-toe glam signifies this season as the most ambitious yet, solidifying Euphoria‘s status as a cultural touchstone in television beauty.
