Marc Jacobs Beauty is back, and it’s gotten a big makeover. Fans of the designer’s previous color cosmetics line, which was discontinued in 2021, will remember their popular black packaging house formulas, especially their mascara (Feather Noir forever!!!!), coconutty bronzer and nail polish. Sorry to those fans, but this new collection — part of the Coty umbrella of brands — is nothing like the Marc Jacobs Beauty of old.
The 2026 version of the brand has received a truly maximalist makeover, from its colorful, cartoon-like packaging to its camp names and overall shade offerings. The brand (finally) unveiled its new product line on Wednesday after teasing its relaunch for months on social media.
Image: Courtesy of Marc Jacobs Beauty
“I think of beauty the same way I think of fashion: It’s a place for creativity and self-expression,” Jacobs said in a statement about the philosophy behind the line. “Marc Jacobs beauty represents happiness, and is a celebration of how we can use makeup to express ourselves through color, texture and shape.”
Image: Courtesy of Marc Jacobs Beauty
Ahead of the launch announcement, the brand gathered beauty editors at The Standard Highline in New York City for a panel Q&A with the designer herself. When asked how she copes with the re-introduction of beauty, Jacobs also likened the process to that of becoming pregnant with fashion: “I thought fashion was different than clothes for me. Clothes, you need to cover your body. Fashion is not something you need, it’s what you want. It makes you dream. It’s a way to express yourself,” she said. “For the smell and beauty, I think there [are] Some qualities in both are necessary, but it is not a necessity that I am thinking of. It’s about expression and it’s about beauty, a kind of desire factor. These are the things we want. These are things we enjoy the practice of using.”
Image: Courtesy of Marc Jacobs Beauty
On (re)launch, the system is solid. Includes long-wearing eyeliner pencils (“Drawn This Way Eyeliner” in 11 matte shades, five metallics and five “special effects” such as glitter and duochromes for $26 each); cream-to-powder eyeshadows (“Born Star Eyeshadow” in four matte shades, seven metallics and three iridescents for $29 each); flash mascara (“Flashes Mascara” in black, brown and blue for $29 each); cream blush sticks (“Joystick Blush Stick” in four pink shades, two oranges, one red, one purple and two bold “trend shades” for $35 each); powder bronzer (“Official Pressed Bronze Powder in eight shades $42 each); gel highlighter (“Money Shot Highlighter Gel” in one green/light pink shade $29) and lipstick (“Heart On Lipstick” in 10 neutral shades, one pink, one red, one purple with two rings $34).
Image: Courtesy of Marc Jacobs Beauty
The packaging was very Jacobs focused. “We want[ed] to do something very disturbing and different,” he told the editorial team. “I just went home and drew all these things…the stars represent eyes for me. And the daisy, the purity of the daisy, was like the skin and the heart like the lips. So he gave these things [an] an immediate emoji-like quality that represented something aesthetic.”
The color play on the packaging was a guideline from the designer as well: “Instead of going down the road of brown or black or silver or gold, [I thought] let’s make it colorful and fun – why can’t mascara be in a lavender container?”
Image: Courtesy of Marc Jacobs Beauty
Image: Courtesy of Marc Jacobs Beauty
This ethos, in turn, is translated into the makeup shades themselves, with Jacobs describing the scheme as “a color palette you play with, rather than a basic, obvious beauty.”
Marc Jacobs Beauty 2.0 will debut on June 1 at Sephora.com (with a Sephora App preview on May 31); it will be released again in the store in September, and will continue to introduce other products that are released in the fall. Ahead, get a sneak peek at the new Marc Jacobs Beauty range.
Eyeliner drawn this way
Born Star Eyeshadow
Lightening Mascara
Joystick Blush Stick
Officially Bronze Pressed Powder + Gel Highlighter Gun
Heart in Lipstick
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