Five years after the line was quietly discontinued, Marc Jacobs Beauty is relaunching with a 72-piece collection spanning everything from eyeliner to lipstick. The cult-favorite makeup line, which debuted in 2013 under Kendo Brands (the incubator behind Rihanna’s Fenty Beauty), is now with Coty, the company responsible for the brand’s fragrances. This shift brings entirely new formulas, shades and packaging to both longtime fans and an entirely new generation of consumers.
The new Marc Jacobs Beauty lineup leans into playful textures and high-impact finishes.
Marc Jacobs Beauty
At a press preview, New York-based designer and fashion tour de force Marc Jacobs made it clear he’s focused on the future, not the sleek black tubes and compacts that once defined the brand. “We don’t want to sit in that world; we want to do something more disruptive and different,” he says. The star-, daisy- and heart-shaped packaging reminiscent of Mylar balloons certainly breaks from current luxury beauty conventions—and won’t get lost at the bottom of your bag.
Many of the product names, such as Heart On Lipstick and Money Shot Highlighter, are equally attention-grabbing, a deliberate move by the boundary-pushing Jacobs. “I felt that we should counter the sweetness and poppiness of the packaging with names that were a bit more provocative and naughty,” he says.
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The lineup—which includes eyeliners, mascaras, powder bronzers, glossy lipsticks, single eyeshadows, balmy blush sticks and a jelly highlighter—leans into playful textures and high-impact finishes designed to encourage self-expression and spark joy. Also billed by the brand as “city-proof,” the entire collection is purportedly able to withstand steamy subway rides, over-air-conditioned offices and late nights out on the town—claims urban warriors will surely put to the test.
This relaunch arrives at a moment when makeup maximalism is once again gaining traction. After years dominated by skincare-centric routines and the “clean girl” aesthetic, consumers are gravitating back toward bold pigments, statement-making sparkles and graphic looks thanks in part to pop stars like Zara Larsson and Chappell Roan. Still, Jacobs insists he doesn’t care about what’s currently in vogue. “I have absolutely no idea what trends in beauty are,” says the designer, who showcased the breadth of the new range at his most recent runway show via pastel lids, flushed cheeks, oxblood lips and heavily rimmed lower lash lines.
While the original Marc Jacobs Beauty exuded the sophisticated, downtown cool of NYC in the 2010s, the latest edition feels decidedly more youthful and TikTok-aware. Whether makeup aficionados embrace this rainbow-bright reinvention remains to be seen, but Jacobs—who claims to have the shopping habits of a teenage girl—is betting on the fact that consumers of all ages are craving products that make them smile. “I think joy and pleasure are hugely important, especially when there’s so much stuff in the day that isn’t playful or joyous,” he says.
The collection, priced from $26 to $42, is available now on the brand’s website, followed by the Sephora app on May 31 and Sephora on June 1. A second wave of products is scheduled to drop in September. Judging by the early buzz among beauty obsessives who spent the past five years mourning discontinued favorites on Reddit threads and resale sites, highlights from this line aren’t likely to stay in stock for long.
More Standouts From Marc Jacobs Beauty, According To My Testing
Pulling this flashy ruby tube out of my bag before its release elicited reactions not unlike the one Andy Sachs, Anne Hathaway’s character in The Devil Wears Prada, received when she showed up to the Runway office wearing thigh-skimming Chanel boots. In addition to causing jaws to drop at a recent dinner I attended, this lipstick-balm hybrid infused with moisturizing cherry oil and plumping hyaluronic acid wrapped my lips in a comfortable layer of color that lasted through multiple courses.
Many makeup lovers are still grieving the loss of Highliner Gel Eye Crayon, the pencil liner from the previous iteration of Marc Jacobs Beauty that earned a devoted following thanks to its impeccable glide and staying power. Drawn This Way Eyeliner—which comes in 21 matte, metallic, glitter and duochrome shades—exhibits similar traits to the original despite being an entirely new formula. The creamy texture applied without tugging or skipping, and the pigment stayed put on my oily lids throughout the day. Though designed to last up to 24 hours, it also removed easily at night without requiring excessive scrubbing.
This formula doesn’t deliver the same thickening power as Velvet Noir Major Volume Mascara, one of my must-haves from the original line, but it does noticeably lengthen and define lashes without clumping. The brand promises 18 hours of wear, so I applied it first thing in the morning and the effects stayed perfectly intact through my evening Pilates class sans smudges or flakes. Impressive.
