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Marc Jacobs Beauty Is Staging a Comeback

Photo: Sonia Recchia/Getty Images for Sephora

Marc Jacobs Beauty will once again be available to shop.

According to a joint press release from both companies, the makeup brand will return under a new contract with beauty conglomerate Coty, with which the brand previously only worked on its fragrance portfolio. The licensing agreement extends for more than 15 years, with Business of Fashion reporting that new products are likely to hit shelves in 2025. The new partnership with Marc Jacobs Beauty is a continuation of Coty’s ongoing efforts to lean further into the premium and luxury markets.

“The expansion and extension of our longstanding agreement with the house of Marc Jacobs, now in its 20th year, is a testament to the enduring success of our partnership and the brand’s limitless potential,” said Coty CEO Sue Nabi in a statement. “The revival of Marc Jacobs’ cosmetic portfolio, now in partnership with Coty, is eagerly anticipated by consumers around the world who have been campaigning for its return. This agreement reinforces Coty’s position as a go-to partner for global fashion houses and brands that share our ambition of creating leading beauty portfolios.”

When Marc Jacobs Beauty, which initially launched in 2013 with LVMH-owned incubator Kendo, started quietly discounting its product offerings in July of 2021, speculation began to circulate that the beloved brand was shuttering. At the time, a spokesperson for the brand told Business of Fashion, “Marc Jacobs Beauty is not being discontinued. Currently, we are in the process of strategising the best way to reach our global customer going forward.”

Before the news of the revival broke on Monday, rumors that the brand was relaunching started to gain traction after online retailer Net-a-Porter published an empty landing page (which was quickly removed) for the brand.

At the time of its first launch, Marc Jacobs Beauty was expected to bring in over $20 million in sales in the North American market. The brand, which comprised both makeup and skin care, quickly became a favorite amongst customers and makeup artists.

“Marc and I are pleased to add one of the most exciting categories of the Marc Jacobs brand, to our long-successful partnership with Coty,” said Marc Jacobs International CEO Eric Marechalle. “Bringing Marc’s creative vision to life, in its entirety, is our constant goal, and beauty plays a crucial role in delivering that to our consumers. The loyal fans of Marc Jacobs Beauty, who have been enthusiastic in their wishes for its return, speak not only to Marc’s unwavering cultural relevance but also to the importance of aligning with a partner that shares our values and commitment. It is without question that Coty has proven to be the team to bring Marc Jacobs Beauty to new heights.”

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