Marc Jacobs BeautyCourtesy of Marc Jacobs BeautyEvery beauty lover has the one product that got away, whether their discontinued favorite is a perfect lipstick shade or a foundation franchise. But in the case of Marc Jacobs Beauty, the entire line was quietly discontinued about five years ago after earning a devoted following, and the yearning for its long-gone products has never ceased. Ever since Marc Jacobs Beauty 2.0 was initially announced a couple of years ago, people have been waiting with bated breath, and now it’s nearly here. Marc Jacobs Beauty made its original debut under LVMH’s beauty incubator, Kendo, and is relaunching under the helm of Coty on Sephora.com in June and in Sephora stores this September. Its first campaign captures the spirit of the brand through images that are simultaneously a throwback and contemporary.“Without being retro at all, or without being nostalgic, I found it really fresh again to see some of the spirit of when I started—the late 80s, early 90s—that just felt really good to me now,” Marc Jacobs shared at a press preview at the Standard High Line in April. “It was youthful, and it felt relevant, and how do we look at that period of time… This is a different generation and they have their own way around it, but there was a parallel in spirit that I felt was interesting.”Marc Jacobs BeautyCourtesy of Marc Jacobs BeautyThough it looks completely different this time around, in many ways it feels like Marc Jacobs Beauty is picking up where it took off. Much about makeup has changed, but the way the fashion designer is approaching it has not. The pendulum may have swung back to skin-forward faces that veer natural, but Jacobs still sees makeup as a statement-maker, and the line encourages creativity and play, with products packed with pigment that deliver high-stakes color and whimsy. Ever the rule breaker, instead of following the subtle footsteps other prestige makeup brands, Marc Jacobs Beauty puts luxury beauty on its head, from the formulas to the packaging.Relaunching across eyes, complexion and lips, the makeup is meant to be experimented with. Precision isn’t the point—the products are flexible and on the foolproof side, and like the designer’s coveted fashion pieces, they can create looks that work uptown or downtown. The cheeky shade names prove Jacobs’s sense of humor hasn’t wavered—think Delulu, No Cap, Blocked and Hot Take. Every product comes in custom packaging designed by Jacobs himself, and you’ll want to show them off. Marc Jacobs Beauty Born Star EyeshadowCourtesy of Marc Jacobs BeautyMuch of the products are focused on the eyes, a continuation of his runway makeup that also plays up peepers, such as heavy lashes or exaggerated cat eyes. “It’s definitely the eyes for me,” Jacobs said. “I think it's the place that there's the most opportunity of experimentation, of expression. It's what I look at first when I see someone, so I think the eyes just have all that possibility. I know people now… are doing a lot of work in terms of their lip and how they play with the different stages of building a lip, but for me it's the eyes, it's the lashes, the brow, and then that beautiful canvas in between the lid.”The OG eyeliner was a fan favorite and the new Drawn This Way Eyeliner doesn’t disappoint. The flexible gel has the staying power of a waterproof pencil (we’re talking up to 24 hours of wear) yet the creaminess of a kajal. It comes in 21 shades, spanning matte, metallic, glitter and duochrome finishes, all topped with a star-charm cap.Marc JacobsCourtesy of Marc Jacobs BeautyBorn Star Eyeshadow features a cream-to-powder formula with a juicy texture in 14 shades—once again a mix of mattes, metallics, glitters and duochromes—that are tucked into a star-shaped compact. Buildable Flashes Mascara is spiked with peptides and clover flower extract to condition and nourish lashes, respectively, and comes in three shades, including an electric blue dubbed Indigo.The complexion products are designed for a natural, blendable finish. Marc Jacobs Daisy has remained a major hitmaker in the fragrance world, so it’s no surprise to see that iconic motif reimagined for the Joystick Blush Stick, a multitasking balm in 10 shades meant for both lips and cheeks, packaged in the brand’s signature yellow, complete with a daisy charm. Legally Bronze Bronzer can be used to give a glow or build sculpted definition in eight shades, in a silver compact decorated with daisies—there’s daisy oil in the formula, too. Available in just one shade—001 ONE, a blue with pink reflection—Money Shot Highlighter Gel is a water-based jelly that leaves the face and body gleaming with a multidimensional glow. Heart On Lipstick is a balm-lipstick hybrid in 15 shades, ranging from neutrals to statement hues, in a heart-shaped case accessorized with a metallic red charm.Marc Jacobs BeautyCourtesy of Marc Jacobs BeautyWhile shooting the campaign, each of the models revealed their own character, and the makeup artist used that to personalize each look. Jacobs takes the same approach when casting his shows. “I hold colors up to them, and I think what is this person giving me?” he said. “What [is] the person inspiring, and then you know how much they can absorb and what kind of things look right on them, and I love that part. It's character building in a way, but it's kind of an instinctive reaction, but it's also an esthetic one… and that is very much like way we approach the beauty… It was very much responding to the person and I think that always works in making something feel believable, not just like somebody's been made up.”No matter how you wear Marc Jacobs beauty, the products are sure to bring a joyful spirit into your look. “I'd like to believe everybody's young at heart,” Jacobs said. “Age is a number. I just turned 63 and I still feel like a teenage girl, and certainly have the shopping habits.”