The Wait Is Over: Marc Jacobs Beauty Is Finally Available to Shop

Marc Jacobs Beauty is making a comeback, but it’s not a replica of its 2010s heyday. Like the heroine in a classic ’90s makeover montage, the brand returns with a decidedly different point of view. The original range, which launched in 2013 with sleek black packaging and high-impact formulas, helped fuel the era of YouTube beauty tutorials long before TikTok became an industry driver, until it shut down in 2021, much to the dismay of beauty lovers.

Five years on, the designer’s Spring 2026 RTW collection, “Memory Loss,” offers the first hint of things to come. Models walked the catwalk with soft shadows on their faces, plump lips and exaggeratedly rosy cheeks. “Happiness and pleasure are very important [to me]”Especially when there are so many things in the day that are not fun or enjoyable,” Jacobs said in a press preview of the new products and upcoming campaign, adding that he hopes each product brings a sense of play to people’s makeup routines.

“There’s a nostalgic feel to it, but it doesn’t feel like it’s too referential,” Jacobs said. “It’s almost like, you pulled out a lot of archival fragments.” This redesigned version completely redesigns the packaging and sits somewhere between the delicate femininity of Daisy Eau de Toilette and the playful spirit of Marc Jacobs Paradise. Fittingly, the packaging design itself began with Jacobs sketching out ideas in the same way as the fashion collection. Each product has a metallic balloon-like detail on the top that looks like a side table for someone sitting in an inflatable armchair flipping through a magazine.

Shop the Marc Jacobs Beauty Collection Now

Naturally, Jacobs also injected a rebellious undercurrent. This attitude is most evident in the product name, which he describes as ironic and slightly perverse. Consider Born Star single eyeshadow or Heart On lipstick: “I felt we should counter the sweetness of the packaging with more provocative and playful names.” Shades for eyes, cheeks and lips range from understated neutrals to bold metallics and saturated pops of color.

For those of you ready to finally buy the long-awaited relaunch, look no further than me. When it comes to Marc Jacobs, I know the ball. I’m very familiar with his Vivienne Westwood legacy, controversial ’90s Perry Ellis grunge style, and his cool downtown friendship with Sofia Coppola—yes, I’ve been to the Heaven by Marc Jacobs store on North Fairfax Avenue in Los Angeles. Combining my credentials as a beauty writer, shopping expert and former lover of the original range, I approach the relaunch with cautious optimism and a genuine appreciation for the whimsy that goes into each product. Not to mention, I apply almost all of these in the morning and keep using them until the blast is over. ahead, FashionKiana Murden and I provide an overview of each product. Some products are good, some are great – all of which deserve a closer look, below.

eyeliner: Marc Jacobs Beauty Drawn This Way Long Wear Waterproof Gel Eyeliner