The return of Marc Jacobs Beauty is a new phase in the beauty industry

Marc Jacobs Beauty is celebrating its comeback in the beauty industry with a bold move. The famous American designer's brand has recently entered into a long-term strategic partnership with New York cosmetics giant Coty, which was responsible for producing the brand's fragrances for two decades. As reported by The Business of Beauty, this return comes two years after the silent withdrawal of Velvet Noir mascara and other iconic products of the brand from the market.

The partnership between Coty and Marc Jacobs Beauty

Marc Jacobs Spring 2020 Beauty Look

The licence with Coty has been extended until at least 2038 and will include a cosmetics line for the first time. The new products are expected to hit shelves from 2025, BOF said. The announcement comes at an opportune time for both parties. In 2021, Marc Jacobs Beauty began reducing and divesting its inventory as its contract with Kendo, the LVMH-owned brand incubator, expired. The news disappointed fans as the brand's products could still be found at unauthorised sellers on Amazon and Walmart. Since then, rumours of a possible comeback have circulated, although there have been few confirmations. In May, Instagram account @trendmood1 sparked new speculation when it spotted a blank Marc Jacobs Beauty page on Net-a-Porter (which was later removed). In a statement, Coty CEO Sue Y. Nabi that consumers have been eagerly awaiting the brand's return: "The rebirth of the Marc Jacobs cosmetics portfolio, now in partnership with Coty, is eagerly anticipated by consumers around the world who have been fighting for the brand's return."

The iconic Marc Jacobs fragrances

This partnership has already proven successful with Marc Jacobs fragrances, which are some of the most popular in the world. The brand is known for its iconic fragrances such as Daisy Marc Jacobs and Perfect Marc Jacobs, which have captured the hearts of consumers worldwide.

The future of Marc Jacobs Beauty

Marc Jacobs Spring 2020 Beauty Look

The collaboration not only represents a new beginning for Marc Jacobs Beauty, but also strengthens Coty's position as a preferred partner for fashion houses and global brands that share the same goal of creating leading beauty portfolios. The e-commerce aspect will be a key element of this partnership, with a focus on creating exceptional beauty experiences for online consumers. The recent opening of a Marc Jacobs flagship store on LazMall, one of the leading e-retailers in the promising Southeast Asia region, is an important step in this direction.