After a five-year hiatus, Marc Jacobs Beauty is back with a seven-piece collection priced from $26 to $42. The redesign leans into maximalist cues—star-shaped metallic balloon shadows, daisy blush, lavender mascara tubes, and an eyeliner charm—available first
The last time Marc Jacobs Beauty showed up on shelves, it looked like it belonged to a different era: glossy black plastic with silver accents and minimalist shapes, a sharp contrast to Jacobs’s own punk-princess, ’90s club-kid world.
Then, quietly, it disappeared. The line was discontinued in 2021 for reasons that have not been explained—leaving fans of coconut-scented bronzer and primer, glittery eyeliner, and long-wearing saturated lipsticks with a lingering question: why end something so popular?
Now that question has an answer in the form of a comeback. After a five-year hiatus, Marc Jacobs Beauty is back with packaging that finally matches the brand’s unruly creativity. Eyeshadows arrive in star-shaped metallic “balloon” forms. blush is cut into daisy shapes. mascara comes in lavender tubes. and the eyeliner is topped with a star charm. The seven-piece collection—teased during New York Fashion Week—turns the entire product lineup into a small act of theater.
It also comes with a clear commercial plan: Marc Jacobs Beauty is priced from $26 to $42, and it will be available for purchase on Marc Jacobs’ website on May 28 and at Sephora on June 1. The range covers products for eyes, skin, and lips.
This relaunch lands at a turning point for the broader beauty business. “Clean girl” and minimalist trends are taking a back seat. while more daring. maximalist looks—like theatrical eyeshadow. scintillating skin. and expressive color across lipstick. blush. and mascara—are moving forward again. The comeback feels like Jacobs has simply timed it to the moment the market starts to catch up to him. When he first launched into beauty in 2013 with his makeup collection alongside Kendo Beauty—the same incubator behind Fenty Beauty by Rihanna—he told WWD that minimalist makeup was “lazy.”.
Packaging wasn’t an afterthought this time. From the start of the relaunch. the creative direction was designed to be “deliberately different: bold color. unexpected textures. and a sensorial. fashion-led experience. ” Jean Holtzmann. chief brands officer at Coty. told Fast Company. Holtzmann frames the refresh as aligned with “a renewed focus on self-expression. individuality. and bold creativity—values that feel more relevant than ever.”.
Jacobs’s own pitch is even simpler: he’s not chasing a single ideal. “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. ” he said in a press statement about the relaunch.
Fans, at least, are responding to that promise. One Threads user wrote, “I’m glad Marc Jacobs Beauty is coming back because every brand at Ulta lately feels exactly the same. Same ‘clean girl’ nude palettes, no color, no fun packaging, no personality.”
Beyond the visuals, the line also changes with the market. While the original collection included eyeshadow palettes, the new lineup offers single-pan shadows instead, as palettes have waned in popularity. Blush, too, arrives in a newer format: a stick.
The relaunch is not just a “prettier shells” moment. Holtzmann says the reformulated cosmetics are multiuse, long-lasting, blendable, and “designed for real life.” She describes the performance as “high-impact, city-proof performance.”
That matters even more because Marc Jacobs Beauty is returning as the wider Marc Jacobs brand prepares a major ownership shift. Just a week before the beauty line announcement. LVMH—the French luxury conglomerate that owned a majority stake in Marc Jacobs since 1997—agreed to sell the brand to a joint venture between WHP Global and G-III Apparel Group. Jacobs is set to remain as creative director and help steward the transition.
Between the discontinued 2021 line and this highly designed return, the through-line is unmistakable: Marc Jacobs is doubling down on standing out—glitter, metallics, and all—at exactly the moment the category seems ready to reward it.
Marc Jacobs Beauty Coty Kendo Beauty Fenty Beauty incubator LVMH sale WHP Global G-III Apparel Group Sephora New York Fashion Week beauty packaging maximalist makeup