Marc Jacobs Beauty Is Officially Back

“I think about beauty the way I think about fashion: it’s an area for creativity and self-expression,” Marc Jacobs shared in a statement. “Marc Jacobs Beauty represents joy, and is a celebration of how we can use makeup to express ourselves through color, through texture, and shape.”

The relaunch feels particularly timely. In an era where beauty has become increasingly synonymous with neutral palettes, “clean girl” aesthetics, and minimalist routines, Marc Jacobs Beauty is positioning itself as a rebellion against playing it safe. The brand describes the collection as supplying “the tools, not the rules”—favoring experimentation, inclusivity, and personality over perfection.

Among the standout launches is the Drawn This Way Eyeliner, a waterproof kajal-style pencil that promises up to 24 hours of wear. Available in 21 shades across matte, metallic, glitter, and duochrome finishes, the lineup ranges from a classic black called No Shade to a lilac duochrome aptly named Delulu.

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The Born Star Eyeshadow introduces a cream-to-powder formula housed in a sculptural star-shaped compact. Featuring 14 shades, the shadows are designed for one-swipe impact and come in tones like Shady, Mood Swing, and On Brand, balancing neutrals with more playful color stories.

And for lashes, Flashes Mascara delivers panoramic volume with an hourglass-shaped brush and formulas infused with peptides and clover flower extract. The launch includes a classic black shade, Onyx, alongside an unexpected electric blue called Indigo.

The playful spirit extends far beyond the formulas themselves. Each product comes in collectible custom packaging designed by Marc Jacobs, featuring signature charm motifs throughout the collection.

If the first chapter of Marc Jacobs Beauty was beloved for creating cult favorites, this relaunch appears ready to lean even further into fantasy. Less quiet luxury, more joyful excess.