Marc Jacobs Beauty returns May 28, 2026, with a seven-product makeup line priced $26 to $42, distributed through Coty Inc. and rolling out across Sephora and Selfridges this summer. The relaunch marks the brand’s first revival since being shuttered in 2021 under LVMH’s Kendo division, and arrives with a new packaging concept dubbed “Joyride Sensoriality” and a dedicated two-bay gondola at Sephora.
Image: Courtesy of Coty / Marc Jacobs Beauty
The Marc Jacobs Beauty relaunch 2026 has been described by Jean Holtzmann, Coty’s Chief Brands Officer Prestige, as “the most requested comeback in beauty.” Distribution rolls out in four staggered phases beginning at the end of May and continuing through September. Sephora’s global chief merchandising officer Priya Venkatesh called the relaunch “one of prestige beauty’s most anticipated.”
Launch Dates and Retail Availability
The rollout begins online and expands to brick-and-mortar by early fall. Each phase widens the geographic and retail footprint.
- May 28, 2026: Exclusive debut on MarcJacobs.com
- May 31, 2026: Sephora app exclusive launch
- June 1, 2026: Sephora.com (US and Canada) and Selfridges.com (UK)
- September 1, 2026: In-store rollout to Sephora locations across the US, Canada, UK, and Australia
The phased calendar prioritizes direct-to-consumer channels before mass retail availability — a now-standard playbook for prestige beauty launches seeking control over early demand signals.
The Seven-Product Collection and Prices
The opening assortment spans complexion, eyes, and lips. Prices range from $26 to $42 USD, or £22 to £35 in the UK. Each product category carries one of three packaging motifs designed by Marc Jacobs: a daisy charm for complexion, a star for eyes, and a heart for lips.
- Drawn This Way Longwear Eyeliner: 21 shades, finished with star-charm caps
- Born Star Eyeshadow: 14 shades in a star-shaped compact
- Heart On Lipstick: Heart-motif packaging across the lip range
- Joystick Blush Stick: 10 shades
- Flashes Mascara: Three formula variants
- Legally Bronze Bronzer: 8 shades
- Money Shot Highlighter Gel: Single liquid format
The pricing positions the brand within mid-tier prestige — above Sephora Collection and Makeup by Mario starter products but below Charlotte Tilbury’s premium tier.
Coty’s Role and the Licensing Structure
Coty Inc. holds the long-term licensing agreement for Marc Jacobs Beauty. This arrangement sits separately from the fashion business: WHP Global and G-III Apparel Group acquired the Marc Jacobs ready-to-wear and accessories brand from LVMH for approximately $925 million earlier in 2026. For background on that deal, see LVMH’s sale of Marc Jacobs to WHP Global and additional reporting on the Marc Jacobs acquisition deal details.
Coty’s existing relationship with the designer dates to the Daisy fragrance franchise, which the company co-created and continues to manage. Marc Jacobs fragrances grew 50% between 2019 and 2025, according to Coty figures cited in its official Coty press release. The fragrance growth provided the financial rationale for re-entering color cosmetics.
Marc Jacobs Beauty originally launched in 2013 through LVMH’s Kendo incubator and was discontinued in 2021.
Marc Jacobs on the New Direction
Jacobs has framed the relaunch as a clean break from the original. “The idea was not to start where the first one ended, but really to start with a completely different proposal,” Jacobs said in the announcement materials.
The designer is positioning makeup as a more accessible entry point to the brand than ready-to-wear. As Jacobs put it, the cosmetics are “not a giant leg of mutton leather Liberty print jacket” — a reference to the conceptual runway pieces that have defined his fashion output.
The brand previewed at the Met Gala 2026, where actress Rachel Sennott wore Marc Jacobs Beauty paired with a Marc Jacobs-designed ’80s-inspired gown. Coverage of the night’s looks is available in our Met Gala 2026 fashion highlights and additional Met Gala 2026 celebrity looks.
Prestige Beauty Market Context
Marc Jacobs Beauty re-enters a category now dominated by makeup-artist-founded labels: Makeup by Mario, Patrick Ta, and Charlotte Tilbury. Jacobs has explicitly distanced the brand from the celebrity-makeup model, framing it instead as a U.S. fashion house brand — a distinction that contrasts with celebrity-driven launches such as Calvin Klein’s celebrity brand collaboration with Jung Kook.
Sephora’s retail investment is substantial. The brand will receive a two-bay gondola — a dedicated freestanding display footprint typically reserved for top-performing prestige brands. This level of retail commitment signals Sephora’s revenue expectations for the launch.
The relaunch joins a broader 2026 wave of fashion-adjacent beauty activity, including Guerlain’s 2026 influencer beauty campaign, as luxury houses lean harder into beauty as a margin driver.
Marc Jacobs Beauty products will be available at MarcJacobs.com beginning May 28, 2026, with full Sephora availability by September.
