Designer makeup has become one of the hottest categories in beauty. Over the past 10 years, fashion powerhouses including Gucci, Burberry and Hermès have successfully joined established players such as Chanel, Dior and YSL Beauty.

Marc Jacobs International has inked an expanded long-term license deal with Coty to revive Marc Jacobs Beauty. The cult brand originally launched in 2013 in partnership with LVMH-owned Kendo Brands and was discontinued in late 2021.

The current stable of Kendo Brands includes Rihanna’s Fenty Beauty and Ole Henriksen. LVMH also owns Marc Jacobs International.

Coty has held the Marc Jacobs fragrance license for nearly 20 years and it is one of the stars of the multinational’s portfolio. The standout performer is the global blockbuster, Daisy Marc Jacobs, which has spawned an army of flankers. Perfect Marc Jacobs, launched in 2020, has also enjoyed major success, winning three major awards at the 2021 US Fragrance Foundation Awards including Consumer Choice – Women’s Prestige Fragrance of the Year.

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, said Sue Nabi, CEO of Coty. “This agreement reinforces Coty’s position as a go-to destination for global fashion houses and brands that share our ambition of creating leading beauty portfolios.”

Coty also oversees Gucci Beauty and Burberry Beauty and expanding its prestige business in makeup and skincare is an integral part of its long-term growth strategy. Earlier this year, Coty renewed its licenses with Davidoff and Jil Sander and more recently with Adidas.

“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 customers,” said Eric Marechalle, CEO of Marc Jacobs International. “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”.

This latest designer makeup deal follows recent major moves in the sector. Paco Rabanne fragrances such as 1 Million  and Invictus have become worldwide bestsellers. In June, Puig, the Spanish fashion, fragrance and cosmetic major, announced the launch of its first makeup collection called Rabanne Beauty as part of a new strategic re-brand. Rolling out initially online, Rabanne Beauty is available from select retailers such as Harrods in the UK and will debut in select Ulta Beauty locations in the US from October.

In 2019, Prada signed a long-term license agreement with L’Oréal. Last year, Paradoxe, the first fragrance under the partnership, was launched with great success. The storied Italian fashion house also recently entered the beauty space. The Prada Beauty makeup and skincare collection launched online and in Europe earlier this month and will be rolling out in the US from January.

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