Marc Jacobs Beauty has found a new home at Coty. The brand, initially launched in 2013 in partnership with LVMH-owned incubator Kendo Brands, quickly achieved a small but loyal following among the fashion-forward set. In 2021, as the agreement ended, the brand began discounting and offloading inventory. A gray market for the products is alive and well on Amazon and Walmart marketplaces.

Coty has held the Marc Jacobs fragrance license for about two decades, with the Daisy Marc Jacobs fragrance one of the brand’s biggest achievements. In 2018, it was the fastest-growing franchise among the Top 10 Women’s Fragrances in the US and remains No. 6. Coty’s license with Marc Jacobs International now extends for over 15 years. The expanded long-term license agreement and Coty's success with fragrance provide a natural foundation for the next phase of this relationship.

Sue Nabi, Coty’s CEO, said, “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 worldwide, 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.”

In many respects, the essence of the Marc Jacobs brand was ahead of its time, celebrating diversity, inclusivity, self-love, and self-acceptance. The Business of Fashion reported new products are likely to hit shelves in 2025.

Amplifying Marc Jacobs’ e-commerce footprint will be a shared strategic priority. With the recent opening of the brand’s flagship store on LazMall—the leading e-retailer in the promising Southeast Asia region—Marc Jacobs is delivering exceptional beauty experiences to over 90 million consumers.

“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.”