Brace yourselves for the biggest beauty news of the year: Marc Jacobs Beauty is making a comeback.
Yes, you read that right. According to a press release from Coty and Marc Jacobs Beauty, the brand will return under a 15-year licensing agreement, with new products set to hit shelves in 2025.
"The expansion and extension of our longstanding agreement with the house of Marc Jacobs, now in its 20th year, is a testament to the enduring success of our partnership and the brand’s limitless potential," said Coty CEO Sue Nabi in a statement. "The revival of Marc Jacobs' cosmetic portfolio, now in partnership with Coty, is eagerly anticipated by consumers around the world who have been campaigning for its return. This agreement reinforces Coty's position as a go-to partner for global fashion houses and brands that share our ambition of creating leading beauty portfolios."
Marc Jacobs Beauty first came onto the scene in 2013, with LVMH-owned incubator Kendo. However, when people noticed the brand was heavily discounting its product offerings in 2021, speculation began to circulate that the brand was shutting down.
At the time of its first launch, Marc Jacobs Beauty was predicted to bring in over US$20 million in sales in North America alone, with the brand quickly becoming a consumer and professional favourite.
"Marc and I are pleased to add one of the most exciting categories of the Marc Jacobs brand, to our long-successful partnership with Coty," said Marc Jacobs International CEO Eric Marechalle. "Bringing Marc's creative vision to life, in its entirety, is our constant goal, and beauty plays a crucial role in delivering that to our consumers. The loyal fans of Marc Jacobs Beauty, who have been enthusiastic in their wishes for its return, speak not only to Marc's unwavering cultural relevance but also to the importance of aligning with a partner that shares our values and commitment. It is without question that Coty has proven to be the team to bring Marc Jacobs Beauty to new heights.”
