Coty has officially unveiled the new Marc Jacobs Beauty collection, marking the return of the highly anticipated colour cosmetics line with a launch event at Decimo, The Standard in London yesterday (4 June).
The event brought together media, influencers and beauty industry stakeholders to celebrate the relaunch of the cosmetics, developed by the partnership between Marc Jacobs and Coty. The Moodie Davitt Report Brands Director Hannah Tan was on location for the glamorous launch event, which was also attended by Marc Jacobs himself.
Travel retail will play a prominent role in the roll-out strategy, with Marc Jacobs Beauty set to debut this month at New York John F. Kennedy International Airport and Palma de Mallorca Airport before expanding into Sephora stores across the USA, Canada, UK and Australia from 1 September.
The new collection is built around the concept of ‘Joyride Sensoriality’. The makeup line is described as an immersive beauty experience designed to engage the senses through unexpected textures, tactile finishes and playful, high-performance formulas.
It comprises a wide range of colour cosmetics spanning eyes, complexion and lips. Highlights include the Drawn This Way Longwear Eyeliner, Born Star Eyeshadow, Heart On Lipstick, Joystick Blush Stick, Flashes Mascara, Legally Bronze Bronzer, and Money Shot Highlighter Gel.
Marc Jacobs personally designed the packaging for the collection. Each product is adorned with one of the brand’s signature charm motifs: a daisy for complexion, a star for eyes and a heart for lips. The packaging features a combination of soft-touch matte and metallic formats.
Coty said the range reflects Marc Jacobs’ long-standing influence on fashion, beauty and popular culture, translating the designer’s distinctive aesthetic into a modern colour cosmetics offer.
The return of Marc Jacobs Beauty also signals a renewed focus on prestige colour cosmetics for Coty, which continues to strengthen its beauty portfolio across fragrance, skincare and makeup categories.
Coty Chief Brands Officer Prestige Jean Holtzmann commented: “Marc Jacobs Beauty has been years in the making, and we could not be more proud to bring it to life. This launch is a joyful, maximalist celebration of colour and creativity. It is exactly the kind of bold innovation that defines Coty Prestige, and we believe it will be one of the defining launches of 2026.”
Marc Jacobs added: “We have had a long and successful partnership, working with Coty on fragrance and we are excited to do the same with beauty. I am not interested in one right way to look; beauty, like fashion, has always been a form of self-expression rooted in experimentation, play and reimagining the familiar in new ways.” ✈
