After years of beauty insiders and nostalgic fans begging for its return, Marc Jacobs Beauty is officially making a comeback.
The fashion designer is relaunching his beloved makeup line in partnership with Coty Inc., marking the second chapter for the brand that originally debuted in 2013 before quietly disappearing in 2021. Coty has long held Jacobs' fragrance license and co-created his blockbuster Daisy franchise.
“We have had a long and successful partnership, working with Coty on fragrance and we are excited to do the same with beauty,” Jacobs says.
“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.”
The collection will debut on MarcJacobs.com on May 28, followed by a Sephora app exclusive on May 31, and availability on Sephora.com in the U.S. and Canada and Selfridges.com beginning June 1.
Unlike many celebrity-adjacent beauty revivals leaning heavily into skincare, Marc Jacobs Beauty is doubling down on color cosmetics: the category that made the line iconic in the first place.
Think eyeliners, eyeshadows, mascaras, bronzers, blushes, and highlighters designed with bold payoff, tactile textures, long-wear performance, and whimsical trappings.
The relaunch is centered around what the brand calls “Joyride Sensoriality,” an immersive beauty philosophy rooted in the idea that makeup should feel just as luxurious and playful as it looks.
Formulas are designed to be touched, layered, and experimented with, alongside packaging designed by Jacobs, featuring the brand's iconic charm motifs — a daisy for complexion, a star for eyes, a heart for lips.
The line opens with a curated collection of seven essentials spanning eyes, complexion, and lips.
They include: 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 collection is priced from $26-$42 in the U.S. and £22-£35 in the U.K.
Industry-wise, the return signals a larger shift in prestige beauty right now: heritage brands with strong cultural cachet are being revived through tighter assortments, elevated packaging, and more selective distribution strategies.
For Coty, the move strengthens its position in premium color cosmetics at a time when consumers are craving personality-driven products over clinical minimalism.
“This launch is a joyful, maximalist celebration of color and creativity,” says Jean Holtzmann, Coty Chief Brands Officer Prestige. “It is exactly the kind of bold innovation that defines Coty Prestige, and we believe it will be one of the defining launches of 2026.”