Launched in 2013, the Marc Jacobs Beauty line quickly established itself thanks to its high-performance formulas and its chic, minimalist aesthetic. Certain references had become cult, like the Coconut Face Primer, the Velvet Noir mascara or the Le Marc Lip Crème lipsticks.
After the brand was discontinued in 2021, fans continued to wait for its return. It’s now official: Marc Jacobs Beauty returns with a brand new identity and an ambitious strategy supported by Coty, the house’s long-standing perfume partner.
An ambitious relaunch designed to attract a new generation
This rebirth is accompanied by an impressive first collection:
- Around 72 references
- 7 product families
- A strong emphasis on eye makeup
- Prices between approximately 24 and 39 euros
Among the new features already widely commented on:
Ultra-colorful, long-lasting eyeliners
The new kajal waterproof eyeliner promises up to 24 hours of wear and comes in 21 shades, from intense black to metallic and glitter finishes.
Palettes and mascaras with a confident look
The eye palettes adopt star formats mixing cream and powder textures. The volume mascara is available in deep black but also in electric blue, a shade which clearly signals the return of expressive makeup.
A change of style that provokes a reaction
The most spectacular change remains visual. Gone are the sophisticated black lacquered packaging that made the brand successful. Now place:
- Pastel tubes;
- Daisy-shaped blushes;
- Star-studded cases;
- A more playful and colorful aesthetic.
Each universe has its own symbol:
- Daisy for complexion;
- The star for the eyes;
- The heart for the lips.
A strong creative shift that seduces as much as it disconcerts.
Why this new Marc Jacobs Beauty is so divisive
Some consumers welcome a more joyful and bolder approach, far from the minimalist codes that have dominated in recent years. Others, however, regret the elegant and timeless side of old packaging.
This debate reflects a real evolution in the luxury makeup market: today, brands rely as much on the performance of formulas as on visual pleasure and the desirable object.
For women aged 40 and over, this trend can also open up new beauty perspectives:
- Dare more with color;
- Play with more creative textures;
- Get out of routines that are too classic;
- Without sacrificing elegance or quality.
Does this comeback mark a turning point in prestige makeup?
With this spectacular return, Marc Jacobs Beauty seems to want to turn the page on discreet and ultra-minimalist makeup. The message is clear: color, fun and self-expression return to the center of play.
It remains to be seen whether this new identity will lastingly appeal to the faithful from the very beginning… and to women looking for more assertive, more creative and consistently effective makeup.
One thing is certain: the return of Marc Jacobs Beauty does not go unnoticed. Between nostalgia and modernity, this new version could well redefine the codes of luxury makeup in the years to come.