THE WHAT? Coty has officially relaunched Marc Jacobs Beauty, reviving the prestige color cosmetics brand with a new collection focused on sensorial textures, bold self-expression and global retail expansion.
THE DETAILS Developed in partnership with Marc Jacobs, the new Marc Jacobs Beauty collection introduces a curated range of eyes, lips and complexion products, including Drawn This Way Longwear Eyeliner, Born Star Eyeshadow, Heart On Lipstick and Legally Bronze Bronzer. The relaunch is built around the concept of “Joyride Sensoriality,” with formulas designed to deliver tactile finishes, immersive textures and long-wearing performance. Packaging, designed by Jacobs himself, incorporates oversized charm-inspired motifs including daisies, stars and hearts. The collection will launch first on MarcJacobs.com, followed by Sephora app exclusivity and wider distribution across Sephora, Selfridges and travel retail locations including JFK International Airport and Palma de Mallorca Airport. Coty described the comeback as one of the most anticipated prestige beauty relaunches of 2026, with prices ranging from US$26 to US$42 in the US market.
THE WHY? The relaunch reflects growing demand for nostalgia-driven prestige beauty brands and highlights Coty’s strategy to strengthen its luxury beauty portfolio through culturally relevant, fashion-led makeup concepts.
Source: businesswire
