Marc Jacobs Beauty is back in a big way, and the comeback is being staged not just online but inside a highly sensorial, chrome and yellow playground at Selfridges London.

A joyful comeback for Marc Jacobs Beauty

After an almost five year hiatus, Marc Jacobs Beauty has relaunched under Coty, with a new colour collection built around the idea of “Joyride Sensoriality” makeup that is as fun to touch and play with as it is to wear. The range, developed with Marc Jacobs, spans seven hero products for eyes, complexion and lips, including Drawn This Way Longwear Eyeliner, Born Star Eyeshadow, Heart On Lipstick, Joystick Blush Stick, Flashes Mascara, Legally Bronze Bronzer and Money Shot Highlighter Gel.

Prices run from US$26 to US$42 in the U.S. (or £22 to £35 in the U.K.), positioning the line squarely in the prestige tier and leaning into bold colour, high shine textures and…