Marc Jacobs Beauty is back
Marc Jacobs Beauty is making a big comeback alongside Coty, launching a makeup line with a boldly pop aesthetic, designed for social media and offered at accessible prices to win over a new generation of beauty addicts.
With helium-inflated daisies, iridescent stars and heart-shaped cases, Marc Jacobs Beauty is staging a playful return that fully embraces its pop heritage. Dubbed “Joyride Sensoriality”, this universe capitalises on ultra-photogenic packaging and intuitive textures, clearly designed to feed the scroll on Instagram and TikTok and inspire new makeup rituals.
From Born Star to Money Shot via Legally Bronze, the collection spans several territories – eyes, lips and complexion – with a gradual rollout online and in-store, notably at Sephora. This new chapter comes as the brand closes the book on its Kendo/LVMH era and moves into a strategy now led by Coty, against a backdrop of capital shifts around the Marc Jacobs label.
