Marc Jacobs Beauty to return under Coty

By Alessandro Carrara | Published: 22-Aug-2023

Marc Jacobs Beauty was originally launched in 2013 through a deal with brand incubator Kendo, and discontinued in 2021 for unexplained reasons

Marc Jacobs Beauty is set to make a return after the luxury fashion house penned a new deal with Coty.

The expanded 15-year licence agreement comes after Marc Jacobs discontinued its beauty division in 2021 for unexplained reasons.

A new prestige beauty range is now being worked on by Coty and Marc Jacobs and will launch in the next two to three years. 

“The expansion and extension of our longstanding agreement with the house of Marc Jacobs, now in its 20th year, is a testament to the enduring success of our partnership and the brand’s limitless potential,” said Sue Nabi, Coty’s CEO.

“The revival of Marc Jacobs’ cosmetic portfolio, now in partnership with Coty, is eagerly anticipated by consumers around the world who have been campaigning for its return.

Marc Jacobs Beauty was originally launched in 2013 through a deal with Kendo, the brand incubator for both LVMH.

Coty has held the licence for Marc Jacobs Fragrances for the past 20 years.

The Daisy Marc Jacobs fragrance in particular remains one of the brand’s top selling products.

“Marc and I are pleased to add one of the most exciting categories of the Marc Jacobs brand, to our long-successful partnership with Coty,” added Marc Jacobs International CEO, Eric Marechalle.

“The loyal fans of Marc Jacobs Beauty, who have been enthusiastic in their wishes for its return, speak not only to Marc’s unwavering cultural relevance but also to the importance of aligning with a partner that shares our values and commitment.”

Marc Jacobs’ reentry into beauty comes as an increasing number of luxury fashion houses have made their cosmetics and skin care debut in 2023.

Prada released a collection of skin care and make-up collections in August, created in collaboration with make-up artist Lynsey Alexander.

The collection features eyeshadows, lipsticks and foundations alongside serums, creams and cleansers.

Paco Rabanne, meanwhile, is set to launch its very first set of lip products, eye shadow palettes and pigments into Selfridges and Sephora this September.

Estée Lauder Companies has also partnered with Balmain to create a range of beauty products for the French luxury fashion house.

Marc Jacobs Beauty’s incubator Kendo was sued in January this year over alleged trademark infringement by Korean skin care brand Amarte.

The case stated the use of 'Eye-Conic' for a Marc Jacobs eyeshadow palette was “confusingly similar” to the brand’s 'Eyeconic' anti-wrinkle topical cream.

The seven-shade Eye-Conic Multi-Finish Eyeshadow Palette from the LVMH-owned brand was released in 2017, with packaging inspired by the rear view mirror in cars.

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