Coty introduces Marc Jacobs Beauty collection
The launch underscores its position in global prestige beauty and its reach across more than 120 countries and territories.
USA – Coty Inc. has launched Marc Jacobs Beauty, bringing back the designer’s colour cosmetics line as part of its prestige portfolio and positioning the relaunch as one of the year’s most anticipated luxury comebacks.
The company described the move as one of the most anticipated beauty comebacks, built around a sensorial concept, “Joyride Sensoriality” that emphasizes tactile textures, playful formulas and makeup that feels as good as it looks.
Marc Jacobs Beauty launches with a curated colour cosmetics assortment covering eyes, complexion, and lips.
The lineup includes Drawn This Way Longwear Eyeliner, Born Star Eyeshadow, Heart On Lipstick, Joystick Blush Stick, Flashes Mascara, Legally Bronze Bronzer, and Money Shot Highlighter Gel.
Jean Holtzmann, Coty Chief Brands Officer Prestige, said, “Marc Jacobs Beauty has been years in the making, and we could not be more proud to bring it to life.”
“This launch is a joyful, maximalist celebration of colour and creativity. It is exactly the kind of bold innovation that defines Coty Prestige, and we believe it will be one of the defining launches of 2026.”
Marc Jacobs designed the packaging and uses the brand’s signature charm symbols: a daisy for complexion, a star for eyes and a heart for lips.
Coty said these motifs appear in oversized matte and metallic finishes, turning the products into collectable beauty objects.
Meanwhile, Sephora also backed the relaunch, with global chief merchandising officer Priya Venkatesh stating, “At the intersection of fashion, creativity, and pop culture, the brand is uniquely positioned to resonate with Sephora’s deeply engaged beauty community across both loyal fans and a new generation of beauty consumers.”
“Together with Coty, we look forward to reigniting excitement for Marc Jacobs Beauty, driving discovery at scale, and supporting the brand’s next chapter of long-term global growth.”
The line will first go live on MarcJacobs.com on May 28, 2026, followed by a Sephora app exclusive on May 31, and wider availability on Sephora.com in the U.S. and Canada and on Selfridges.com from June 1.
According to Coty, the range will later enter travel retail and then expand to Sephora stores in the U.S., Canada, the U.K. and Australia from September 1, 2026.
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