Marc Jacobs Beauty to return under expanded Coty license agreement

Marc Jacobs International has signed an expanded long-term license agreement with Coty, marking its return to the beauty space. 

Coty, which has long held the license for Marc Jacobs Fragrances, has now added beauty to the agreement.

As part of the deal, the group will also amplify Marc Jacobs’ e-commerce footprint following its opening on e-tailer LazMall.

Marc Jacobs Beauty originally launched in 2013 in partnership with Kendo Brands and acquired a cult-following throughout the partnership, which came to an end in late 2021.

Coty said the essence of the Marc Jacobs brand, which celebrates diversity, inclusivity, self-love and self-acceptance, aligns with its values, providing a "natural foundation for the next phase of this relationship".

Sue Nabi, CEO of Coty, added: "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.

"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."

The move adds to the increasing number of luxury brands getting involved with the beauty segment.

Last year, Estée Lauder Companies secured the beauty licence for Balmain to collaboratively develop, produce and distribute a line of beauty products - expected to launch in autumn 2024.

Additionally, Kering is currently pushing into the beauty category to help brands such as Bottega Veneta, Balenciaga and Alexander McQueen develop an expertise in beauty.

Most recently, Prada strengthened its beauty offer with the launch of new makeup and skincare lines, both centred around the concept of "rethinking beauty".