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 beauty,” noting that it sits “at the intersection of fashion, creativity, and pop culture” and is uniquely positioned to resonate with Sephora’s engaged community while driving “the brand’s next chapter of long term global growth.”
The launch lineup: eyes, complexion and lips
The collection debuts with a curated edit across eyes, complexion and lips, each promising high impact color and long wear performance. Named products highlighted in the official materials and early coverage include:
- Drawn This Way Longwear Eyeliner(also referenced as Draw This Way Eyeliner in some outlets), in matte, metallic, glitter and duochrome shades.
- Born Star Eyeshadow, delivering high payoff color in multiple finishes.
- Flashes Mascara, designed for dramatic lash impact.
- Joystick Blush Stick, a buildable cream blush stick that doubles as a multi use balm for lips and cheeks, launched in pink, orange, red and purple tones.
- Legally Bronze Bronzer, offered in a reported range of 8 shades, for sculpting and warmth.
- Money Shot Highlighter Gel, described as a blue toned gel with a strong pink reflection for a high shine highlight.
- Heart On Lipstick, in neutral, pink, red and purple shades.
All formulas are positioned as long wearing, layerable and buildable from subtle to bold, intended to transition from day to night without sacrificing comfort.
Collectible packaging and charm motifs
Packaging for the relaunch is designed by Marc Jacobs himself and leans into the brand’s iconic charms. Each category carries a distinct symbol: a daisy for complexion, a star for eyes and a heart for lips, now realized as oversized, soft touch matte and metallic silhouettes.
These sculptural components are meant to elevate everyday makeup into collectible objects, with packaging that beauty media describe as whimsical, maximalist and desk display ready. This object driven approach also reinforces the “Joyride Sensoriality” concept, making the act of holding and using the products part of the experience.
