What the Marc Jacobs Beauty Relaunch Actually Is
Marc Jacobs Beauty relaunch refers to the designer’s return to makeup with an all-new collection that reimagines his original line through updated formulas, playful packaging, and a renewed focus on eye-centric color, whimsy, and joy in everyday beauty routines. After shuttering in 2021, the brand’s comeback arrives under Coty with the clear message that this is not a nostalgic reissue but a fresh start. Coty has stressed via press materials that the range is “an entirely new line, completely separate from the original,” with reworked textures, performances, and looks from the ground up. Yet longtime followers will recognize its spirit: a serious commitment to color and experimentation paired with the kind of tongue-in-cheek product names—Born Star, Heart On, Money Shot—that echo Marc Jacobs’s fashion attitude more than they mirror his past makeup launches.
New Formulas, New Look: How the Collection Has Changed
The most obvious shift in the Marc Jacobs Beauty relaunch is visual. Gone are the minimalist black compacts of the 2010s; in their place is packaging that Vogue likens to a hybrid of polished Daisy femininity and the mischievous spirit of Heaven by Marc Jacobs, complete with metallic, balloon-like details. The line opens with seven products focused on eyes, cheeks, and lips: Flashes Mascara; Drawn This Way waterproof gel eyeliners in 21 shades; Born Star single eyeshadows; Joystick Blush Stick balms; Legally Bronze powder bronzers; Money Shot Highlighter Gel; and Heart On lipstick balms. Textures span matte, metallic, and what the brand calls “magical” finishes with glitter or duochrome effects. According to Vogue, this version “is back, but not as a replica of its 2010s heyday,” framing it as a makeover rather than a museum piece.
Does It Live Up to the Original? What OG Fans Say
For many beauty editors and early adopters, the key question of this designer makeup comeback is whether it can replace the beloved Highliner liners, Omega bronzers, and Dew Drops they clung to long past their expiration dates. Allure asked five long-time fans who still own original pieces to wear the new products side by side with their old favorites. Coty confirms there are no reformulations; these are different recipes entirely, yet the testers report the spirit feels familiar. They point to the strong eye focus, the performance of the gel textures, and the buildable bronzer as worthy successors, even if they are not one-to-one matches. The consensus from Allure’s panel is that the new Marc Jacobs Beauty “has nothing to do with the original” on paper, but in practice it satisfies the same cravings for saturated color and polished, editorial finishes.
Highliner’s Heir: A Closer Look at the New Eyeliners and Eyes
Any Highliner eyeliner review of the relaunch has to start with Drawn This Way, the brand’s new waterproof gel pencil that effectively fills the Highliner-shaped gap in fans’ makeup bags. The formula is described as as creamy as kajal yet long-wearing, and the 21-shade range includes matte, metallic, and sparkle-packed “magical” finishes that echo the original line’s bold color story. Vogue highlights Drawn This Way as its top eyeliner pick from the range, while also singling out Flashes Mascara and Born Star cream-to-powder shadows as standouts for eye looks. This trio positions Marc Jacobs Beauty to compete again for the title of best eyeliner products in designer makeup. While it doesn’t carry the Highliner name, early editor testing suggests it delivers comparable intensity, smoother glide, and even more room for playful experimentation across neutrals and statement shades.
Color, Whimsy, and Why the Comeback Feels Worth the Wait
What makes the Marc Jacobs Beauty relaunch feel more than a nostalgia exercise is its clear commitment to joy. At a press preview, Marc Jacobs explained that “joy and pleasure is hugely important” to him, especially when daily life feels short on play. That mindset runs through the exuberant blush sticks, duochrome highlighter, and unabashedly bold lip and eye colors. The names carry a rebellious streak that keeps the sweetness of the packaging from tipping into saccharine territory. Early reception from beauty publications like Allure and Vogue has been strongly positive, noting that while this is not a replica, it captures the experimentation and glamour that made the first brand a cult favorite. For original fans, the collection offers closure: not a return to the past, but a more confident, colorful evolution that earns its designer makeup comeback hype.