Marc Jacobs on the movies and moments that have shaped the Marc Jacobs Beauty re-launch
Marc Jacobs Beauty is making its return after an almost five-year hiatus. The designer and beauty mogul joined EE72 to discuss the relaunch at Selfridges, the evolution of beauty culture and the two products that make up his everyday routine.
In the world of beauty, consumers can’t get enough of designer cosmetics. In 2023, Dior’s neon pink Backstage Rosy Glow Blush experienced virality. Then, in 2024, the Givenchy Prisme Libre Loose Powder surged in popularity, following its transition to a talc-free formula. 2026’s soon-to-be-viral products? They’re all from Marc Jacob Beauty.
Launched in 2013, the first iteration of the American cosmetic brand birthed products such as the Highliner Gel Eye Crayon – a cult favourite amongst beauty lovers thanks to its creamy texture and vibrant hues. Now, nearly five years after its closure, the brand’s namesake is reinvigorating his beauty world with the help of global beauty company Coty.
Inspired by “cinema and any kind of theatrical makeup”, the 63-year-old designer’s return to the beauty circuit is grounded in market research, moments of reflection, and an injection of much-needed fun amidst a beauty world saturated with sleek packaging and neutral tones.
Amongst the products sits 14 shades of the Born Star eyeshadows – full of punch-packing shimmers and glitters – and the technicolour Drawn This Way eyeliners. Elsewhere, Heart On lipsticks, Legally Bronze bronzers and Joystick blushes boast dynamic shade ranges. Flashes mascaras complete the collection, no doubt inspired by Jacobs’ mother, who used to “scrape a velvet ribbon and add the scrapings to her mascara,” to achieve a fluffy and voluminous look.
The buttery formulas and rainbow-like range of shades are only further emphasised by the crowning jewel of the collection: the packaging. With each product receiving its own motif, balloon-like hearts, stars, and daisies provide a hint of whimsy to each product. “It felt both pop and playful, and different from the packaging that was out there in designer cosmetics,” Jacobs comments. The youthful and bold spirit that laces these products is an unmistakable pillar in the Marc Jacobs universe, with his namesake brand, sub-label heaven by Marc Jacobs, and his fragrance line receiving the same treatment.
Upon the launch of the new collection, which will be housed in London’s iconic department store Selfridges, Marc joined EE72 to chat about the movies that shaped his perception of beauty, and his mother’s beauty hack that he still adores to this day…
What’s your earliest memory of beauty?
My earliest memories of the transformation of beauty were definitely from cinema. One of the first movies I saw as a child was Hello Dolly starring Barbra Streisand. I remember the impact of seeing her glamour and beauty on the screen. I don’t know what I was thinking, but I know I had a primitive connection to it. That really left an impression on me in terms of fashion, beauty and drama. In terms of cosmetics, my earliest memory is sitting in the bathroom and watching my mother do her makeup. Unlike a lot of other boys that I knew at that age, I was fascinated by watching her apply makeup. I really enjoyed seeing that process. I’m sure a lot of my peers would have rather been out digging up worms, collecting sticks or playing sports.
Is there a beauty tip that’s stuck with you?
Yes, it goes back to a story that involves my mother. She used to scrape a velvet ribbon, take the scrapings and add that to her mascara. I believe she learned that from a drag queen. I mean, that’s the story I like to tell. I love that really clumpy lash look.
What does your daily beauty routine look like?
It’s a little bit of a letdown. I take a shower, and then I use an Augustinus Bader liquid soap. Then I put some curl activator from Guido’s line in my hair and use a little bit of a brow setter. That’s it.
This is a reintroduction of Mark Jacobs Beauty. Why did now feel like the right time to bring it back?
My approach to beauty is similar to putting on a show. It’s about figuring out what we want to say, what spirit it should have, and how we’re going to tell that story through images. When we did Mark Jacobs Beauty the first time, we created some really beautiful images and loved products. It was very rewarding on many different levels. When it stopped, I was disappointed. But when Coty came in and said they wanted to restart it, it was a chance to look at what we had done in the past, let it go and do something different. I was very excited to work with makeup artist Thomas de Kluyver, whose work I’ve admired for a long time. For the packaging, Coty gave me information they had gathered about what people perceived Mark Jacobs as. This led them to a brief around whimsy, spirit and youthfulness. I took the information, and I went home and sketched out these packages and chose each symbol, like an emoji almost. Stars represented eyes, daisies represented skin, and hearts represented lips. It felt both pop and playful.
My approach to beauty is similar to putting on a fashion show. It’s about figuring out what we want to say, what spirit it should have, and how we’re going to tell that story through images.
Marc Jacobs
The relaunch will be housed in Selfridges. Why did Selfridges feel like the right space for this?
Well, honestly, I can’t take credit for that decision, but I’m very happy about it. I have a history of going to London and hitting Selfridges on the first or second day. It’s just such a great place to shop. It’s the best of the best, really. I’m very happy to know that we’ll be there, and I’m looking forward to going there for the launch.
Would you say fashion has influenced the collection?
One of my favourite parts of putting together a fashion show is when the clothes are coming in, and we’re trying to figure out the makeup and hair looks to match. I know they’re individual things, but for me, I feel like accessories, clothes, hair and makeup are all one thing. They’re what fashion is. It’s not that fashion is the clothing. Fashion is the total look.
For me, I feel like accessories, clothes, hair and makeup are all one thing. They’re what fashion is. It’s not that fashion is the clothing. Fashion is the total look
MARC JACOBS
When do you feel most beautiful?
I rely on putting on a pair of slippers, sweat pants and a T-shirt when going to work because I have a lot to do. I just don’t feel bothered to choose clothes and groom. So, when I take the time to really choose my look and make the effort, I feel really happy. I do get a lift from putting in that time. I don’t know if I feel the most beautiful, but I definitely feel happy. I love fashion, so when I give myself over to it, the reward is pretty big. Last night I was going to the theatre to see The Rocky Horror Show, which was fantastic. I just thought, ‘I’ve got to get dressed up a little bit’. I felt good all day long.
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