5 Things You Should Know About the Marc Jacobs Beauty Relaunch
By Alexus Mosley
There was a very specific kind of glamour that defined the beauty world in the 2010s. Makeup wasn’t trying to look effortless or barely there. Eyeliner was dramatic, lashes were unapologetically thick, and every “fashion girl” seemed to own at least one sleek black Marc Jacobs Beauty product sitting somewhere in her makeup bag.
For years, Marc Jacobs Beauty occupied a unique place in the industry. It wasn’t quite minimalist but wasn’t overly flashy, somehow managing to feel both luxurious and downtown cool at the same time. The brand became known for combining runway energy with products people genuinely obsessed over, from the cult-favorite Highliner Gel Eye Crayon to the Velvet Noir Mascara that practically lived inside every Sephora haul video circa 2016.
Now, after disappearing from shelves in 2021, Marc Jacobs Beauty is officially making its return, and beauty lovers are already treating it like the comeback of the year. Here are 5 things we think you ought to know about this relaunch.
1)Marc Jacobs Beauty Is Officially Returning in June
After years of rumors, cryptic Instagram activity, and endless TikTok nostalgia videos mourning the loss of the Highliner Gel Eye Crayon, Marc Jacobs Beauty has officially confirmed its return for June 2026. The relaunch will debut first on MarcJacobs.com before arriving at Sephora shortly after.
2) This time around things are more More Playful
One of the best surprises is the new Marc Jacobs Beauty aesthetic looks noticeably more colorful and whimsical than its original ultra-sleek black packaging era.
According to early previews, the relaunch includes lavender mascara tubes, heart-shaped lipstick details, charm-inspired packaging, and brighter colors throughout the collection. The vibe feels less “minimal luxury” and more playful fashion fantasy. Honestly, it still feels very Marc Jacobs, just with a slightly more chaotic Gen Z energy.
3) Some Fan-Favorite Products Inspired the Return
While the relaunch is technically being presented as a brand-new chapter rather than a continuation of the original line, longtime fans will definitely recognize traces of old favorites.
The original Marc Jacobs Beauty line developed a cult following for products like the Highliner Gel Eye Crayon, Velvet Noir Mascara, and Dew Drops Coconut Gel Highlighter. The new collection reportedly takes inspiration from that era while introducing updated formulas and entirely new packaging. Translation: your Tumblr-era makeup bag is spiritually returning.
4) The New Collection Is Leaning Into Bold Glamour Again
Perhaps the most refreshing part of the relaunch is that Marc Jacobs Beauty doesn’t appear interested in chasing ultra-minimal “no makeup makeup” trends.
Instead, the brand seems focused on color, creativity, and individuality. The relaunch includes colorful mascaras, dramatic eyeliners in 21 shades, cream-to-powder shadows, glossy highlighters, bronzers, and statement lipsticks with cheeky names like “Delulu.” In an era where beauty brands often blur together aesthetically, Marc Jacobs Beauty returning with actual personality feels surprisingly refreshing.
5) The Relaunch Might Arrive at the Perfect Time
Ironically, Marc Jacobs Beauty’s comeback arrives during a moment when many beauty lovers are growing tired of hyper-minimal branding and algorithm-friendly sameness.
The original brand succeeded because it felt editorial, fashion-forward, and slightly rebellious compared to other beauty lines on the market. And now, with Y2K beauty nostalgia dominating TikTok and fashion becoming increasingly playful again, the timing honestly feels perfect. Some beauty relaunches feel purely nostalgic. Marc Jacobs Beauty’s return feels like it could genuinely become cool again.