Marc Jacobs Beauty Is Back & Full Of Whimsy

When you think of the brand Marc Jacobs, "The Tote Bag," the iconic, award-winning Daisy fragrance, those color-blocked snapshot crossbody bags, and the beauty brand that shuttered in 2021 to the dismay of cool girls far and wide likely come to mind. Soon enough, the name Marc Jacobs will once again stir up thoughts of colored eyeliners, metallic eyeshadows, and sharp bronzers—because, as of today, Marc Jacobs Beauty has returned and on June 1st, it will be ready to shop. In its original iteration, products like the Highliner Gel Eye Crayon, O!Mega Bronzer, and coconut-infused primer were cult favorites. The packaging was black and glossy, the products were fashion-forward rather than aimed to "correct," and there was an inherent edge to the brand in line with Marc Jacobs in general. While some of those aspects remain true, Marc Jacobs Beauty's second iteration is new and improved.

"I think about beauty the way I think about fashion: it’s an area for creativity and self-expression," Marc Jacobs says. "Marc Jacobs Beauty represents joy, and is a celebration of how we can use makeup to express ourselves through color, through texture, and shape.” Upon viewing the collection and its offerings, the rejection of clean beauty is very clear. Instead, color and creativity and boldness are called for, as well as the embracing of a grungy New York City aesthetic that Jacobs himself is so familiar with. Each product was formulated to be city-proof: tough enough to withstand the ever changing seasons, as well as the different climates we may experience in NYC throughout the course of a single day—the muggy, humid streets to an air conditioned office with a distinct chill, for example.

The first release of the collection consists of the Draw This Way Eyeliner, Born Star Eyeshadow, and Flashes Mascara, all available in matte, metallic, glitters, and duochrome shades, as well as the Joystick Blush Stick (a multi-use balm for the lips and cheeks) in pinks, oranges, reds and purples, the Legally Bronze Bronzer in a range of 8 shades, the Money Shot Highlighter Gel in a blue shade with a notable pink reflection, and the Heart On Lipstick in neutral, pink, red, and purple shades. Both back in the mid-2010s and in 2026, Marc Jacobs is co-signing maximalist makeup.

And, in true, modern, Marc Jacobs fashion, the packaging is as playful as ever (colors, stars, hearts and, of course, daisies), items meant to elevate your routine and evoke joy, and the products don't necessarily come with instructions—rather, intuitive play, mixing and matching, and using products for what they perhaps weren't intended for are all encouraged. Because in the world of Marc Jacobs, there is no right way of approaching fashion or beauty. “My version of beauty is different from other people’s, because I’m different from other people," Jacobs says. "These are the things that I love—the things I want to see more of, the things I want to encourage in others."

We got a sneak peek of the launches at a preview from Jacobs himself. Keep scrolling to see the products we predict will be the next cult hit.