Marc Jacobs Beauty has done a soft launch of the first product from its relaunched cosmetics line – which is coming sooner than you think.
American fashion designer Marc Jacobs teased a new bronzer from his soon-to-launch renewed eponymous cosmetics line, sharing a photo to Instagram of him with a not-seen-before branded compact.
The discontinued Marc Jacobs Beauty brand is making a comeback thanks to an updated licensing deal with giant Coty, with the official launch month only recently being revealed.
In the Instagram post, Jacobs can be seen holding a mirrored compact embossed with a daisy motif, with the caption reading: “Not tonite but coming soon.
“Legally Bronze @marcjacobsbeauty.
“Photo @1.800.newbold.”
The daisy motif on Legally Bronze is believed to be a nod to Marc Jacobs popular fragrance line, which often features playful, oversized daisy flowers on the bottle caps.
Jacobs’ sneak peek was posted on Instagram during the Met Gala, a haute couture fundraising festival held at The Metropolitan Museum of Art in New York, US, on 4 May.
At the event, American actress and Marc Jacobs Ambassador Rachel Sennott is also reported to have worn a face full of the new Marc Jacobs Beauty make-up range.
This allegedly included the brand’s new eyeliner and a lilac eyeshadow.
Marc Jacobs Beauty first launched in 2013 but was discontinued eight years later by Kendo, the brand incubator owned by LVMH, causing an outcry among the brand’s fans.
In 2023, it was teased that Marc Jacobs’ beauty line would be making a comeback thanks to Coty extending its licence deal with the US fashion brand – which already covered fragrance – to include cosmetics.
Coty has since issued an update stating Marc Jacobs Beauty would return to beauty shelves in 2026.
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Industry reactions
Jacobs Instagram post giving a sneak peek of the new Marc Jacobs Beauty packaging has amassed 18.4K likes on Instagram so far, as well as 768 comments.
Skin care brand The Ordinary (@theordinary) commented on Jacobs post: “IT’S TIME 🙌”
Professional make-up artist Alyssa (@thebeautyrebelle) replied with the comment: “OMG!!! Yesss!!!! I am still holding on to so much of my Marc Jacobs Beauty stuff.
“The moonglow lipgloss was 😭😭😭.”
Beauty industry account Trend Mood (@trendmood1) has also created an Instagram video discussing this tease, which has garnered 13.3K likes already.
The caption read: “OMG!!!! 😱🚨 Here is the first look of the actual packaging!! #MarcJacobsBeauty !!!! 🖤✨ We are crying!!
“This compact is a bronzer! Legally Bronze, so pretty with that flower detail 🌼.”
Content creator Kirbie Johnson (@kirbiejohnson) also created a video on Instagram about the soft launch, revealing that the press preview invites for the relaunch are also yellow – another nod to Marc Jacobs’ daisy motif.
Lead image credit: Wikimedia Commons/By LucaFazPhoto - Own work, CC BY-SA 4.0.
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