Marc Jacobs Beauty is back, but not as a replica of its 2010s heyday. Like the heroine of a classic ’90s makeover montage, the brand has returned with a noticeably different point of view. The original line launched in 2013 with sleek black packaging and high-impact formulas that fueled an era of YouTube beauty tutorials long before TikTok became the industry’s driving force—all until it shuttered in 2021, much to beauty lovers’ dismay.
Fast-forward five years, and the designer’s Spring 2026 RTW collection, Memory Loss, offered the first hint of what was to come. Models walked the runway in pastel washes of shadow, plush lips, and exaggeratedly flushed cheeks. “Joy and pleasure is hugely important [to me], especially when there’s so much stuff in the day that isn’t playful or joyous,” Jacobs said at a press preview of the new products and the forthcoming campaign, adding that he hopes each product brings a sense of play to one’s everyday makeup routine.
“There is that pin of nostalgia, but it doesn’t feel overly referential,” Jacobs said. “It’s almost like, you pulled a lot of archive pieces.” This reimagined version is entirely reimagined with packaging that lands somewhere between the polished femininity of Daisy eau de toilette and the mischievous spirit of Heaven by Marc Jacobs. Packaging design itself began, fittingly, with Jacobs sketching ideas the same way he approaches fashion collections. Each product is topped with a metallic balloon-like detail that looks as though it belongs on the side table of someone flipping through aughts zines while sitting upon an inflatable armchair.
Naturally, Jacobs also infused an undercurrent of rebellion. That attitude comes through most clearly in the product names, which he describes as ironic and slightly perverse. Consider the Born Star single eyeshadows or the Heart On lipsticks: “I felt that we should kind of counter the sort of sweetness of the packaging with names that were a bit more provocative and naughty.” Across the eye, cheek, and lip categories, shades span from understated neutrals to unapologetically bold metallics and saturated pops of color.
For those ready to finally shop the long-awaited relaunch, you couldn’t be in better hands than me. When it comes to Marc Jacobs, I know ball. I’m deeply familiar with his Vivienne Westwood lore, the controversial grunge-ification of Perry Ellis in the ’90s, and his downtown-cool friendship with Sofia Coppola—and yes, I’ve been to the Heaven by Marc Jacobs store on North Fairfax Avenue in Los Angeles. Combining all that with my credentials as a beauty writer, shopping expert, and former enthusiast of the original line, I approached the relaunch with cautious optimism—and a genuine appreciation for the whimsy woven into each product. Not to mention, I applied nearly all of them in the morning and sported them until well past EOD. Ahead, Vogue’s Kiana Murden and I give an overview of each of the products. Some products are good, some are great—all worth taking a closer look at, below.
The Eyeliner: Marc Jacobs Beauty Drawn This Way Long-Wear Waterproof Gel Eyeliner
Marc Jacobs Beauty
Drawn This Way Long-Wear Waterproof Gel Eyeliner
Vogue’s Conçetta Ciarlo uses Marc Jacobs Beauty’s Drawn This Way eyeliner (matte).
