A lot has changed in the beauty industry since Marc Jacobs first launched his beauty brand in 2013. TikTok has replaced YouTube when it comes to setting trends, cream blush has become a standard in consumers’ makeup bags, and fragrance has overtaken color as the industry’s most dynamic category. Amid such changes, the original Marc Jacobs beauty line quietly went on sale before disappearing from shelves altogether in 2021, with beauty fans left wondering what happened to the once-beloved brand. But, five years later, Marc Jacobs Beauty is back. The legendary fashion designer’s return to makeup goes live on Marc Jacobs’ online store on May 28, followed by arrival at Sephora.com on June 1. The new collection of colorful eyeliners, eyeshadows, lipsticks, blushes and more hits Sephora shelves in North America, the U.K. and Australia in September.
“I think having a good time and enjoying the shopping for makeup, the ritual of putting on makeup, what pleasure you can have in that situation, [is important],” said Jacobs. “I think joy and pleasure are hugely important, especially when there’s so much stuff in the day that isn’t playful or joyous.”
And front and center in the new iteration of Marc Jacobs Beauty is a familiar favorite: Daisy. The Marc Jacobs Daisy fragrance, a pillar of Coty’s portfolio since its original launch in 2007, has already inspired countless flankers and now serves as a through line in the fashion designer’s anticipated return to beauty.
