Marc Jacobs Beauty did not just come back from the dead -- it came back wearing metallic charms and oversized eyeliner that will send shivers to the all-around "clean-girl" beauty industry of this era.
It's true, many are mourning the loss of Marc Jacobs Beauty in 2021 like it was their lost child. But safe to say, from the words of Marc Jacobs himself, the cult-favourite beauty brand is coming back after five years to hit the shelves this year.
And unlike many luxury beauty brands currently leaning into muted clean-girl minimalism, Marc Jacobs Beauty seems determined to go in the opposite direction. The relaunch includes colourful eyeliners, glossy balm lipsticks, jelly highlighters, blush sticks, bronzers, mascaras and bold single eyeshadows designed more for experimentation than subtlety.
Products like the Drawn This Way eyeliner come in 21 shades and multiple finishes, while the Heart On lipstick arrives inside an actual heart-shaped case.
Of course, in true Marc Jacobs fashion, the product names did not disappoint. Shades and formulas carry names like Delulu, No Cap, Hot Take, Blocked, Money Shot and Heart On -- balancing the sweetness of the packaging with the slightly provocative humour Jacobs has always loved.
The initial soft relaunch happened at a place more surprising than you would think.
At the 2026 Met Gala, Marc Jacobs himself pulled out the first hints of the new Marc Jacobs Beauty line through actress Rachel Sennott's makeup look. A soft lilac eye and smudged liner quietly marked the return of one of beauty's most missed brands.
Marc Jacobs Beauty was first launched in 2013, quickly gaining a loyal fanbase as the brand expanded globally, even landing on the shelves of Sephora Thailand for a period of time.
Some of their most beloved products included the Highliner Gel Eye Crayon, Velvet Noir mascara, Dew Drops highlighter and glossy nude lip products that dominated beauty YouTube in the mid-2010s.
Nonetheless, the brand was discontinued eight years later in 2021 by Kendo Brands, the beauty incubator under LVMH. At the time, the disappearance felt abrupt, especially considering how devoted the customer base still was.
For years afterwards, beauty fans continued hoarding old products, searching resale websites and asking when the brand would return. Entire Reddit threads practically turned into support groups for people mourning discontinued eyeliners and lipsticks.
Now, five years later, the relaunch is finally here -- except this time under a different beauty giant: Coty. The company already oversees Marc Jacobs fragrances, including the iconic Daisy perfumes and now seems to be pushing the makeup line into a more playful, maximalist direction.
Fans who were expecting the sleek, frosted, metallic packaging of the original era might be in for a shock. One note on this drop in particular is that the packaging has somehow aged backwards.
The once polished, downtown-luxury aesthetic has now transformed into something much more whimsical and chaotic in the best way possible. Stars, daisies, metallic charms, balloon-like shapes -- the new collection feels more toy-like, almost costume jewellery adjacent.
But honestly, it makes sense.
This shift feels deeply on-brand with Marc Jacobs himself. The designer's personal style has always leaned heavily into exaggerated colour, oversized accessories, playful proportions and statement nails that practically deserve their own press coverage.
With the first wave launching through Marc Jacobs Beauty and Sephora in May, longtime fans are already hoping this is only the beginning. Because if there is one thing the internet has proven over the last five years, it is that people never really stopped waiting for Marc Jacobs Beauty to come back.
