Overview
- Coty formally announced the relaunch on May 20 and confirmed a staged schedule that begins with MarcJacobs.com on May 28, a Sephora App preview on May 31, and full availability on Sephora.com and Selfridges.com on June 1.
- The initial offering is a tightly curated color cosmetics edit across eyes, complexion, and lips that includes Drawn This Way eyeliner, Born Star eyeshadow, Joystick blush stick, Flashes mascara, Legally Bronze bronzer, Money Shot highlighter gel, and Heart On lipstick.
- Coty disclosed exact SKU and shade counts at launch including 21 eyeliners, 14 eyeshadows, three mascaras, ten blushes, 15 lipsticks, and eight bronzers and set U.S. prices from $26 to $42 and U.K. prices from £22 to £35.
- Marc Jacobs designed new collectible packaging that uses charm motifs (daisy for face, star for eyes, heart for lips) and emphasizes a tactile, playful concept the brand calls 'Joyride Sensoriality.'
- The relaunch follows the brand’s 2021 pause and Coty’s 2023 acquisition of the cosmetics line, and it could revive a cult following while testing whether nostalgia-driven design and Sephora’s global reach can scale a prestige makeup comeback.