Cult favourite Marc Jacobs Beauty returns under Coty

Coty is bringing back cult-favourite makeup line Marc Jacobs Beauty, marking one of the most anticipated prestige beauty relaunches in recent years.

Cult favourite Marc Jacobs Beauty returns under Coty. Coty is bringing back cult-favourite makeup line Marc Jacobs Beauty, marking one of the most anticipated prestige beauty relaunches in recent years. Retail Beauty first reported on the brand’s planned return back in 2023, when Coty announced an expanded long-term licensing agreement to revive the once-discontinued makeup line following strong consumer demand and the growing momentum of designer beauty brands. Originally launched in 2013 under Kendo Brands, the fashion-meets-beauty label quickly developed a loyal following thanks to hero products including Velvet Noir Mascara, Highliner Gel Crayons and O!Mega Bronzers before unexpectedly shutting down in 2021 when its licensing agreement ended. Now returning under Coty’s prestige division, the relaunch signals the continued commercial p...