After more than 15 years away from the beauty segment, Mugler is making a bold return with a limited-edition makeup collection created in partnership with L’Oréal Paris. The launch follows L’Oréal’s acquisition of Mugler’s fashion and fragrance business in 2021 and marks a new chapter for the brand, which has long been defined by iconic scents like Angel and Alien.
MAKEUP
The Mugler x L’Oréal collection includes a cushion foundation available in 10 shades, mascara, eyeliner, lipsticks, highlighter sticks, and eyeshadow palettes. Products will debut simultaneously across the United States, China, Europe, Latin America, and Africa. Among the highlights is the cushion foundation, a format that has enjoyed immense popularity in Asia thanks to its compact design and liquid formula delivered through a sponge pad.
Kendall Jenner, a global ambassador for L’Oréal Paris, fronts the campaign as the collection’s face. Directed by Colin Solal Cardo, the visuals feature Jenner wearing three archival Mugler looks from the 1990s, which also appear in the brand’s Re/Edit capsule collection. This campaign closes the archive-focused phase of Mugler’s narrative, with attention now shifting to future projects under the house’s new creative director beginning in October.
Pricing places the products in the mid-range category, making the collection more accessible to a wide audience. The eyeliner is priced at €14.99, while the cushion foundation and eyeshadow palettes retail around €24.99.
Although relatively small compared to the scale of L’Oréal’s broader beauty portfolio, the Mugler x L’Oréal collection holds significant importance for both branding and positioning. It signals Mugler’s return to decorative beauty, reflecting the increasing trend of luxury fashion houses stepping into makeup. Louis Vuitton recently followed a similar path with a higher-priced collection, reinforcing this growing intersection between fashion prestige and cosmetics.
With Kendall Jenner’s global reach and Mugler’s unmistakable aesthetic, the collection blends heritage with contemporary energy, positioning itself as one of the most talked-about beauty launches of the season.
