Marc Jacobs Beauty is back in Australia and the new makeup is a beauty lover’s fantasy

And as someone who was emotionally attached to the original line, I have been waiting for this moment for a very long time.

The original Marc Jacobs Beauty launched in 2013 , right in the golden era of YouTube beauty tutorials, when a new luxury makeup collection could become a full-blown personality trait.

Then, in 2021, it disappeared. Five years later, the brand has returned to Australia through Sephora with a completely reimagined collection, and beauty fans have been talking about it for months.

While the original collection was famous for its sleek black cases, the new Marc Jacobs Beauty is colourful, sculptural and almost toy-like.

The designer wanted makeup to feel like an object you actually want to pick up and play with, rather than something destined to disappear into the bottom of your makeup bag.

There is a star for eyes, a daisy for complexion and a heart for lips , turning each product category into an emoji-inspired little symbol.

The daisy is especially fitting given how deeply the motif has been woven into Marc Jacobs’ fashion and fragrance universe over the years.

Money Shot Highlighter Gel. Heart On Shine Lipstick. Joystick Blush Stick. Legally Bronze Bronzer.

Marc Jacobs has never been interested in behaving himself and I am delighted that the new collection hasn’t suddenly developed good manners.

The deliberately provocative names are paired with sweet, colourful packaging, creating that slightly naughty , slightly adorable tension that feels very Marc Jacobs.

The formulas are designed to be played with, too. The collection spans eyes, complexion and lips, with products intended to be layered, blended and worn in different ways rather than demanding one perfectly prescribed makeup look.

That emphasis on experimentation is part of the brand’s new philosophy , which centres around making makeup pleasurable again.

Beauty has spent a long time being very serious about being effortless. Perfect skin. Neutral palettes. Barely-there makeup.

The new Marc Jacobs Beauty collection arrives with a completely different energy: put the blue mascara on. Try the blue eyeliner. Make the blush loud and obvious. Roll yourself in glitter. Buy the pretty compact because you like looking at it.