Marc Jacobs Beauty is going to disrupt the cosmetics industry and give brands a wake-up call.
The brand has relaunched with COTY, five years after Marc Jacobs Beauty initially closed in 2021. On the luxury fashion house’s official site, the Born Star Eyeshadow is completely sold out, while many shades of other products are also sold out.
Beauty has leaned into the minimalist packaging trend for the past few years, choosing matte and sleek designs over vibrant colours. This is a formula Marc Jacobs followed for its old makeup line before it closed in 2021, but now its new packaging is making a splash – while being inclusive. Accessible beauty expert Kailey Waskall explained the design choices, from grip points on the lipsticks to the eyeshadow singles being able to slide open.
The products are set to dominate in summer beauty looks and influencer routines. May Tahmina Akhtar created a colourful eyeshadow look and it has 135,000 views, and Danielle Marcan celebrated the fun packaging, resulting in 163,000 views. Expect creators to use the brand’s products to recreate Zara Larsson’s colourful looks for summer.
Jacobs is a disruptor, and his new beauty range is all about joy, colour and whimsy. It’s an extension of the brand, and he said: “There is that pin of nostalgia, but it doesn’t feel overly referential. It’s almost like you pulled a lot of archive pieces.”
CORQ’s trends editor Caroline Edwards explains the success of Marc Jacobs Beauty and its relaunch.
@corq.studio @marcjacobs beauty is back after five years. The new collection is pop, fun and nostalgic, with joyful and accessible packaging. Creators such as @May and @Kailey | inclusive beauty have showcased the products. Meanwhile, stock has been flying off the shelves at @Selfridges and on Marc Jacobs’ website. This is the new beauty distruptor #marcjacobsbeauty #marcjacobs #beautymarketing #beautybrand
Picture credit: May Tahmina Akhtar and Kailey Waskall.
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