Get an Early Look at Marc Jacobs Beauty's Much-Anticipated Relaunch

Marc Jacobs Beauty is back, and it’s gotten quite the makeover. Fans of the designer’s previous color cosmetics line, which was discontinued in 2021, will recall its sleek black packaging housing beloved formulas, particularly its mascara (Feather Noir forever!!!!!), coconutty bronzer and nail polishes. Sorry to those fans, but this new collection — part of the Coty umbrella of brands — looks nothing like Marc Jacobs Beauty of yesteryear.

The 2026 version of the brand has gotten a true maximalist overhaul, from its colorful, cartoon-like packaging to its campy names and shade offerings as a whole. The brand (finally) unveiled its new product lineup on Wednesday after having teased its relaunch for months on social media.

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

Ahead of the launch announcement, the brand gathered beauty editors at The Standard Highline in New York City for a group Q&A with the designer himself. When asked how he approached the beauty re-launch, Jacobs again likened the process to that of conceiving a fashion line: “I thought, well, fashion is different than clothing to me. Clothing, you need to cover your body. Fashion is not what you need, it’s what you want. It makes you dream. It’s a form of self-expression,” he said. “With fragrance and with beauty, I think there [are] certain qualities to both that are necessary, but it’s not a necessity that I think about. It’s about expression and it’s about the aesthetic, the sort of desire aspect. These are things we want. These are things that we enjoy the ritual of using.”

Photo&colon; Courtesy of Marc Jacobs Beauty

At (re)launch, the lineup is quite robust. It comprises long-wearing eyeliner pencils (“Drawn This Way Eyeliner” in 11 matte shades, five metallics and five “special effects” like glitter and duochromes for $26 each); cream-to-powder eye shadows (“Born Star Eyeshadow” in four matte shades, six metallics and three iridescents for $29 each); volumizing mascara (“Flashes Mascara” in black, brown and blue for $29 each); cream blush sticks (“Joystick Blush Stick” in four pink shades, two oranges, one red, one purple and two bolder “trend shades” for $35 each); powder bronzer (“Legally Bronze Pressed Bronzer Powder in eight shades for $42 each); a glittery gel highlighter (“Money Shot Highlighter Gel” in one blue/pink reflective shade for $29) and lipstick (“Heart On Lipstick” in 10 neutral shades, one pink, one red, one purple and two electric hues for $34 each).

The packaging was a big focus for Jacobs. “We want[ed] to do something that’s more disruptive and different,” he told the editor group. “I just went home and sketched all these things…stars represent eyes for me. And the daisy, the innocence of the daisy, was like skin and a heart was like the lips. So it gave these things [an] emoji-like immediate quality that represented something in beauty.”

The color play in the packaging was a directive from the designer as well: “Instead of going down the road of brown or black or silver or gold, [I thought] let’s just make it colorful and exciting — why can’t mascara be in a lavender container?”

This ethos, in turn, translated to the makeup shades themselves, with Jacobs describing the lineup as “a palette of color that you play with, rather than the basic, plain beauty.”

Marc Jacobs Beauty 2.0 will make its debut on June 1 at Sephora.com (with an early Sephora App Preview on May 31); it will also roll out in-store in September, and will continue to introduce additional product debuts in the fall. Ahead, get a first look at the new Marc Jacobs Beauty lineup.