Marc Jacobs Beauty returns on May 28 with a 72-piece collection that moves the brand into a louder, brighter, and more playful era. Five years after the original line quietly disappeared, the relaunch arrives with new formulas, new packaging, and a new partner. The brand first debuted in 2013 under Kendo Brands, the beauty incubator behind Fenty Beauty. This time, Marc Jacobs Beauty comes back with Coty, the company behind Marc Jacobs fragrances, setting up a wider beauty chapter for the fashion house.
MAKEUP
The relaunch leaves behind the sleek black tubes and compacts that once defined the line. Marc Jacobs has made it clear that the new collection looks forward, with packaging designed to disrupt the current luxury beauty shelf. Star, daisy, and heart-shaped compacts bring a sculptural quality to the products, recalling the shine and volume of Mylar balloons. The shapes feel intentionally visible, made for display, quick recognition, and social media attention. They also bring a sense of humor to the category, where luxury makeup often leans toward restraint.
That playful approach continues through the product names. Heart On Lipstick and Money Shot Highlighter Gel signal a brand language built around provocation and fun. Jacobs described the naming as a way to counter the sweetness of the packaging with something more suggestive. The result gives the collection a sharper edge, pairing candy-colored design with a more adult attitude. It feels like a beauty line created by someone who understands both fashion theatre and the emotional pull of a makeup counter.
The collection brings back the spirit of the brand through updated products rather than direct revivals. Fan favorites such as Highliner Gel Eye Crayon and Velvet Noir Major Volume Mascara will not return in their original forms, but the relaunch introduces new versions designed to speak to current routines. Drawn This Way Eyeliner stands out as one of the key launches, with a gel pencil formula available in 21 shades across matte, metallic, glitter, and duochrome finishes. Flashes Mascara also enters the lineup with a volumizing formula that promises up to 18 hours of wear.
The full range covers powder bronzers, glossy lipsticks, single eyeshadows, balmy blush sticks, jelly highlighter, eyeliner, and mascara. Textures play a central role, with products designed for strong pigment, shine, and easy experimentation. Marc Jacobs Beauty also describes the collection as “city-proof,” with formulas made to handle steamy commutes, cold offices, late nights, and long days. The claim fits the brand’s New York identity, where makeup needs personality and stamina in equal measure.
The timing feels sharp. After years of skincare-heavy routines and pared-back beauty, makeup has started moving back toward color, sparkle, and graphic expression. The brand enters that shift with pastels, flushed cheeks, oxblood lips, and heavily rimmed lower lash lines already tested on the designer’s runway. Still, Jacobs has framed the collection around pleasure instead of trends. The relaunch focuses on makeup as a source of mood, play, and instant visual impact.
The original collection built a loyal following through polished formulas and downtown glamour. This new chapter feels younger, more digital, and more animated. It understands TikTok beauty culture, yet it also keeps Jacobs’s instinct for theatrical presentation. The collection knows that packaging can become part of the experience before a product ever touches the face.
Prices range from $26 to $42. The collection launches exclusively on the brand’s website on May 28, followed by the Sephora app on May 31 and Sephora stores on June 1. A second product wave will arrive in September. After years of resale searches and online nostalgia around the discontinued line, Marc Jacobs Beauty returns with a clear message: makeup can be graphic, tactile, bright, and slightly naughty again.
