Marc Jacobs Beauty’s comeback has sent an electrical pulse of excitement and intrigue across the beauty industry in 2026.
The luxury fashion house’s beauty spin-off was sent to greener pastures in 2021 after its then-owner, Japanese conglomerate Kendo, discontinued the line.
But, like a lightning bolt through the neck, Kylie Cosmetics-owner Coty has revived the sleeping beauty brand as part of an updated licensing deal originally penned and teased in 2023, with the aim of the comeback to strengthen its make-up offering.
Have you launched an innovative product, brand or campaign in the past 12 months? Then you could be in with a chance of winning at this year’s new and improved Pure Beauty Awards 2026. Click here for more information.
Three years later, the collection has relaunched, built around the theme of ‘joyride sensoriality’, with ingenious and playful packaging that subverts many of the boring, greige and minimalist packaging trends plaguing the industry.
This burst of creative energy is the result of Marc Jacobs’ eponymous founder having a direct hand in creating the bright, star-themed packaging, and theswell in consumer interest must seem like a much-needed tonic for Coty, which has had its back against the wall in recent years.
This has seen the French beauty giant grapple with fluctuating quarterly sales, a significant leadership shuffle following former CEO Sue Nabi’s exit, and the ongoing conflict in the Middle East, as it also prepares for the upcoming loss of its Gucci beauty licence.
Although the company’s ‘Coty. Curated’ transformation strategy seeks to remedy these overarching business hurdles, can Marc Jacobs Beauty’s revival provide the much-needed foothold Coty needs to course correct itself?
Not yet a Subscriber?
This is a small extract of the full article which is available
ONLY to premium content subscribers.
Click below to get premium content on Cosmetics Business.
Already a subscriber?
Sign in here.
