“Euphoria” has gained notoriety over the years for its popularity and influence among Gen-Z viewers. However, much of this popularity isn’t due to the writing at all – it’s due to the distinct aesthetics. 

“Euphoria” has always been known for its unique visuals, style, and sound. With a first season so heavily acclaimed for its excellent cinematography, audiences are left wondering what has happened since then. How did a show so culturally iconic lose its momentum, and how did the well-known aesthetics the show was once known for just…disappear? 

The creator of “Euphoria’s” most iconic looks, head of makeup department Doniella Davy stated that she mainly draws inspiration from teenagers experimenting with makeup on social media in order to create the unique and dramatic looks within the show. 

“Our society is still brimming with antiquated beauty, makeup and gender norms, and Gen Z’s unapologetic approach to self expression works to dismantle these norms in a more widespread way than ever before, because of the constant flow of self broadcasting that is social media,” Davy says in an interview with Time Magazine. “Ideas can spread so quickly, and Instagram and TikTok, especially TikTok, are rooted in the practice of mimicking and recreating your own version of an idea or trend, whether that be a 30-second dance, makeup tutorial or series of self-empowerment mantras.”

In-depth planning was put into every makeup look on “Euphoria”, intended to be a visual representation of a character’s emotional state. Each look is incredibly individualized and well thought out, to the point where there are dozens of online analyses dissecting each characters’ journey, and how that reflects within their makeup and style choices. 

While “Euphoria” is most known for its glittery, dramatic makeup from back in season 1, it has remained steadily popular online over the years. These iconic looks are still subject to recreation, which is especially impressive relevance for a show filmed back in 2018. 

While writer/director/producer Sam Levinson has been involved in numerous controversies regarding the show, one of the most prominent is allegedly stealing the aesthetic of “Euphoria” from artist and director, Petra Collins. 

Collins’ photography, setting a stylistic tone for much of the 2010s, was known for its feminine, dreamlike feel, and exploring the blend between sexuality, innocence, and girlhood. 

Occasionally referred to as the ‘true mastermind’ behind “Euphoria”, Collins was initially involved in its creation by request of Levinson. He originally reached out to Collins saying he had written a series based on her photography, and involved her in the process of developing it. 

However, despite the five months she spent on developing and casting the world of “Euphoria”, Collins was allegedly dismissed by the network for being “too young” to direct. Despite this, Collins’ signature glittery dream-like visuals were incredibly prominent within the first season without her receiving any credit or compensation. 

In an interview with Punkt magazine, Collins said, “I had to change my style because of ‘Euphoria’. Lots of people started to take photos in that style and [it no longer felt like mine].”

Throughout the interview, she continues to discuss the pain that comes with a person’s work being so heavily popularized and publicized out of their control. She described it as losing a part of yourself and needing to find a way to get back to your body. 

Levinson has faced heavy criticism throughout the show’s runtime about oversexualizing female actors, and turning the show into “soft-core porn”. Some question if this is partially due to using the work of a photographer exploring sensuality and sexuality in young women, and being inherently unable to understand or accurately portray it. 

One of the most noticeable artistic changes in the third season was the music. Singer-songwriter and composer Labrinth created the soundtracks for the first two seasons, marking another distinct creative choice that elevated “Euphoria”. Despite this, the third season was completely absent of his music due to issues between him and Levinson, leaving fans once again angry at how much has changed over the years.

The true essence of “Euphoria” has never been due to Levinson’s own creations – instead, it’s been a blend of many people’s creativity and artistic visions. Makeup artists, actors, stylists, composers, photographers, and other contributors were the true backbone of “Euphoria” – and the reason it still remains memorable far past the original debut, despite its many flaws.