Coty Inc. has officially launched Marc Jacobs Beauty, a highly anticipated color cosmetics collection built around “Joyride Sensoriality” and shaped in close creative partnership with Marc Jacobs, marking his first formal fashion and beauty collaboration. The line reintroduces Marc Jacobs Beauty as a bold, sensorial, and collectible makeup brand positioned to be one of prestige beauty’s defining launches of 2026.
A comeback built on “Joyride Sensoriality”
The new Marc Jacobs Beauty is centered on “Joyride Sensoriality,” a concept that treats makeup as an immersive, pleasurable experience that should feel as good as it looks. According to the launch announcement, products feature unexpected textures, tactile finishes and playful formulas designed to be touched, layered and experimented with, encouraging consumers to “play” rather than follow rigid rules.
Marc Jacobs is described as an “industry outsider turned icon” who has spent decades defining what comes next in fashion and beauty, and the line…
channels his fearless, unapologetic point of view into makeup that is bold, radically inclusive and unmistakably Marc Jacobs. Developed with Coty, a global leader in prestige beauty, the collection aims to merge strong brand aesthetics with sensorial innovation.
What Coty and partners say about the launch In the press release, Jean Holtzmann, Coty Chief Brands Officer Prestige, said the launch “has been years in the making” and called it “a joyful, maximalist celebration of color and creativity,” adding that it represents “exactly the kind of bold innovation that defines Coty Prestige” and is expected to be “one of the defining launches of 2026.” Marc Jacobs said he was “excited to do the same with beauty” after a long and successful fragrance partnership with Coty, emphasizing that for his first fashion collaboration he “wanted to fully immerse” himself and “leave [his] mark on every piece,” framing beauty, like fashion, as self expression rooted in “experimentation, play, and reimagining the familiar in new ways.” From the retail side, Priya Venkatesh, Global Chief Merchandising Officer for Sephora, called Marc Jacobs Beauty “one of the most anticipated relaunches in prestige…
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