Company News, Marketing News

Marc Jacobs Beauty Makes a Comeback

Fashion designer signs licensing deal for color cosmetics with Coty.


By: Tom Branna

Marc Jacobs Beauty Makes a Comeback

Fashion designer Marc Jacobs will launch a prestige beauty line after signing a licensing agreement with Coty. The line is expected to debut in two to three years, according to Coty CEO Sue Y. Nabi

Back in 2013, LVMH launched Marc Jacobs Beauty in Sephora, but the line was discontinued in 2021.

This isn't the first deal between the designer and beauty multinational. Coty has held the license for Marc Jacobs fragrances, a line that includes includes the top-selling Daisy franchise, for 20 years.

“The expansion and extension of our 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. Through its partnership with Coty, Marc Jacobs’ Fragrances have achieved great success, growing to become one of the top 10 female fragrances world-wide, thanks to the iconic Daisy Marc Jacobs and Perfect Marc Jacobs franchises,” said Sue Nabi, Coty’s CEO. “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.”

“Marc and I are pleased to add one of the most exciting categories of the Marc Jacobs brand, to our long-successful partnership with Coty,” said Marc Jacobs International CEO Eric Marechalle. “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.”

The Daisy Marc Jacobs fragrance remains one of the brand’s biggest achievements to date. In 2018, it was the fastest-growing franchise among the Top 10 Women’s Fragrances in the U.S. and continues to be No. 6.

Perfect Marc Jacobs embodies Marc Jacobs’ personal mantra: 'I am perfect as I am.' In 2020, Perfect Marc Jacobs  became the biggest prestige fragrance launch across the US, UK, Canada, and Australia. Recognized at the 2021 U.S. Fragrance Foundation Awards, Marc Jacobs Perfect Eau de Parfum won in three categories: 'onsumer Choice – Women's Prestige of the Year, Prestige/Popular – Packaging of the Year, and 'Media Campaign of the Year – Women’s.

See Also:

Marc Jacobs Fragrances Partners with The Center and Akt on TikTok to Support LGBTQIA+ Community

Kaia Gerber Fronts for Marc Jacobs Fragrance

Keep up with the story. Subscribe to the Happi free daily

Related Breaking News