New Products

Comeback Story: Marc Jacobs Beauty

Retail relaunch, in three-stages, begins May 28 online.

Coty Inc. has unveiled details on the new iteration of Marc Jacobs Beauty.

The designer and Coty announced plans for the reboot back in 2023, as reported by Happi. Jacobs’ original beauty line with LVMH, which launched in 2013, was discontinued in 2021.

The new collection is built around “Joyride Sensoriality”—billed as Jacobs Beauty’s “concept of an immersive, pleasurable experience that engages the senses.”

Consumers will discover “unexpected textures, tactile finishes and formulas designed to be played with,” according to Coty.

“We have had a long and successful partnership, working with Coty on fragrance and we are excited to do the same with beauty. I am not interested in one right way to look; beauty, like fashion, has always been a form of self-expression rooted in experimentation, play, and reimagining the familiar in new ways,” said Jacobs.

“Marc Jacobs Beauty is one of the most anticipated relaunches in prestige beauty, and Sephora is proud to partner in bringing it back to consumers around the world,” said Priya Venkatesh, global chief merchandising officer for Sephora. “At the intersection of fashion, creativity, and pop culture, the brand is uniquely positioned to resonate with Sephora’s deeply engaged beauty community across both loyal fans and a new generation of beauty consumers. Together with Coty, we look forward to reigniting excitement for Marc Jacobs Beauty, driving discovery at scale, and supporting the brand’s next chapter of long-term global growth.”

The range includes Drawn This Way Longwear Eyeliner, Born Star Eyeshadow, Heart On Lipstick, Joystick Blush Stick, Flashes Mascara, Legally Bronze Bronzer and Money Shot Highlighter Gel.

The packaging, designed by Jacobs, features the brand’s iconic charm motifs—a daisy for complexion, a star for eyes, a heart for lips—realized in oversized soft touch matte and metallic silhouettes that elevate everyday makeup into collectible objects, according to Coty.

Three-Stage Launch Begins May 28

The collection will launch on MarcJacobs.com on May 28, ollowed by a Sephora app exclusive on May 31. The line will hit Sephora.com in the US and Canada and Selfridges.com on June 1.

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