After disappearing from the market, Marc Jacobs Beauty is coming back.
According to a press release, Marc Jacobs Beauty is coming back with a new agreement with Coty, a beauty conglomerate that has created fragrances for numerous luxury brands. The licensing agreement extends for more than 15 years and new products are likely to hit shelves in 2025.
Coty CEO Sue Nabi said in a statement that the expansion and extension of their 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. “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. This agreement reinforces Coty’s position as a go-to partner for global fashion houses and brands that share our ambition of creating leading beauty portfolios,” she added.
Marc Jacobs Beauty was launched in 2013 with LVMH-owned incubator Kendo. From the moment of the brand’s launch, sales in the North American market were expected to exceed $20 million, and the popularity of both the makeup and skincare lines quickly spread among clients and makeup artists.
However, in July 2021, when Marc Jacobs Beauty products drastically reduced price, there were whispers of the brand’s closure. A spokesperson for the brand at the time told Business of Fashion, “Marc Jacobs Beauty is not being discontinued. Currently, we are in the process of strategizing the best way to reach our global customer going forward,” and denied that the brand was being discontinued, but the end result was that the products disappeared from retail stores altogether.
Marc Jacobs International CEO Eric Marechalle said, “Bringing Marc’s creative vision to life, in its entirety, is our constant goal, and beauty plays a crucial role in delivering that to our consumers. 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. It is without question that Coty has proven to be the team to bring Marc Jacobs Beauty to new heights.”