If you've been anywhere near Instagram this week, you probably already know: Marc Jacobs Beauty has returned, and it has arrived with considerable noise. The range relaunched at Selfridges last week, marking our first proper look at the brand's entirely new makeup vision—something we hadn't seen since 2021, when Kendo, the brand incubator behind its first chapter, discontinued the original line. The disappearance was unexplained at the time, and it left a devoted cult following genuinely bereft. It took a new licensing deal—this time with Coty, which has produced Marc Jacobs fragrances for two decades—to finally bring it back. And crucially, this isn't simply a resurrection of the old line. The sleek black compacts of the original are gone entirely; what's replaced them is something far more maximalist, more playful, and—simply put—more Marc.
The range has already won fans on the packaging alone. Pop art motifs run throughout: daisies for complexion, chubby five-point stars for eyes, hearts for lips. Product names lean into cheerful innuendo—Born Star Eyeshadow, Money Shot Highlighter Gel, Heart On Lipstick, Drawn This Way Eyeliner. It's maximalism as a manifesto. But the obvious question, and the one worth asking before you hand over your credit card, is whether any of this translates beyond the obligatory unboxing video.
