I'm about to age myself drastically, but I remember the former iteration of Marc Jacobs Beauty. It was so chic. It launched when I was 21 and I was still on a mission to live my best Lauren Conrad life. The brand gave 'fashion editor' cool and matched the aesthetic of the time perfectly. I remember using my big girl pay check to buy the full coverage foundation (which was so full but not cakey at all) and matte bronzer that I don't think anyone hit pan on because it was so huge but the mirror came in super handy when I was doing my makeup on the DLR on my way to my editorial assistant gig. I loved it, so when the brand closed on 2021 it was an end of an era.
But you know what they say, 'every new beginning comes from some other beginning's end' (or maybe that's just the lyrics from Semisonic's Closing Time). Rather than halting MJB altogether, the brand went away, reimagined and relaunched 5 years after closing, with a brand new look and feel. While the name is the same, the vibe, the products and the packaging (oh, the packaging) are completely different. So, the Cosmo Beauty team of course had to put it to the test, here are our thoughts below...
Marc Jacobs Beauty Review
Lia Mappoura, Beauty Writer
"I am, through and through, a self-proclaimed makeup aficionado. A complete enthusiast. A devotee of the church of 'More Is More'. Makeup, for me, should be joyful, transformative and sometimes, a little bit ridiculous. So, when I saw the new Marc Jacobs Beauty launch – seemingly designed by someone who had rifled through my cosmetic wish list – I practically leapt across the room. And reader, the products do not disappoint.
Now, while I needn’t wax lyrical about the packaging because I'm sure you all possess functioning eyes and can appreciate the beauty yourselves, I'm still going to tell you why I love it so much... you're welcome.
I'm not normally a packaging fiend. In fact, when it comes to skincare, some of the dermatologist-approved products I swear by look as though they've been designed by an accountant armed with a label maker (no tea, no shade, just facts). But makeup is different; makeup is theatre; it's dress up; experimentation.
And Marc Jacobs seems to understand that with packaging that seems so future-facing it could live in a particularly chic space station. The matte, velvety packaging is a joy in itself (both to hold and aesthetics-wise) but it's the silver toppers that really steal the show. Hearts and flowers inflated into mirror-shine balloons, they feel nostalgic and futuristic all at the same time. Overall, the collection is sleek without being clinical, luxurious without being heavy and playful without veering into gimmick territory. So, in a world increasingly obsessed with quiet luxury and beige minimalism, there's something refreshing about beauty products that remember makeup is supposed to be fun!"
And when it comes to performance, thankfully, these products are equal parts style and substance.
First up, mascara. Armed with a satisfyingly chucky plastic wand (and who doesn’t love a chunky wand…), it coats every lash from root to tip, stretching them to lengths that rival spider legs – albeit, chic and glamorous ones. Then there are the holographic eyeshadows. In one light, they’re lavender, then the next, silver, gold, pink and blue, if that’s even possible. If rainbows came in pressed forms, they’d look something like this. So I ask the question: Why invest in expensive jewellery when you can simply blink and have the same effect? In the same vein come the eyeliners; creamy, colourful and fun in every sense of the word. And with 21 colours available – ranging from subtle to full disco – there’s a choice for every occasion. My standout, however, is the bronzer. It’s matte, sculpting and entirely glitter-free (worlds apart from its shelfie counterparts), making for a product that carves out cheekbones while also delivering a natural sun-kissed warmth.
Overall, if you’re looking to inject a bit of whimsy and joy into your makeup routine, these are the products to do so!
Keeks Reid, Beauty Director
"Much like Lia, I was immediately taken in by the packaging. The swollen silver designs of the shadows and the bronzers in particular just made each rainy morning when its meant to be SUMMER, a little bit more joyful.
And the we come to the products. As mentioned I knew the brand on the first ride around, and they could not be more different. The first collection was of its time, full coverage, eyeshadows that were perfect for creating cut-crease looks. This collection is capsule and leans into what everyone wants for makeup right now – for everything to be a little less boring. The colours and textures are playful and pack a punch – perfect for the height of festival season.
My favourite product, the one I reach for almost daily since I first tried, is the Legally Bronze Bronzer. I have Medium Deep 40 and it's a great summer shade for me but come winter when my hue dilutes, I think i'll be a shade lighter. There are only 9 shades but don't let that fool you, the deepest genuinely works for deep-dark skin tones.
The formula is matte (like the old iteration) but seamless to apply and gives a believable sun-kissed look and sculpts at the same time. The cream-to-powder eyeshadows are also a standout, with the creamy texture begging you to playfully apply it with your fingers. I also tried them with a packer eyeshadow brush and that worked just as a well. They are really buildable and crucially I found that they don't crease all day – perfect for all those 24 hour raves I have planned (not).
For me the only product that I wasn't that blown away by was the Heart On Shine Lipstick. It was perfectly fine, but I already have a dozen of these types of lipsticks in my draw. It has a nice shine and is comfortable on the lips but had no other element of the formula that made me take notice."
Keeks Reid is the Beauty Director at Cosmopolitan UK. While she loves all things beauty, Keeks is a hair fanatic through and through. She started her career in beauty journalism in 2013 as editorial assistant at Blackhair and Hair magazines working her way to Acting Editor of Blackhair magazine at 23 years old. She spent much of her career working in trade hairdressing media at Hairdressers Journal, Salon International and the British Hairdressing Awards. Which is why she is a regular contributor to Cosmo's Curl Up franchise. Now, alongside her Cosmo work, she presents, creates content on social media and works with a range of beauty companies; from magazines and websites to beauty brands and salons.
Lia Mappoura (she/her) is the Beauty Writer at Cosmopolitan UK, with over four years of experience reporting across the brand's print, social, video and digital platforms. Lia covers everything from emerging trend analysis to viral celebrity hair and makeup moments, making her an expert at spotting the season’s next big beauty look (before it takes over social media feeds).
In 2025, she was named The Rising Media Star at the Love Perfume Awards with The Perfume Shop, recognised for her outstanding digital fragrance content and for building genuine authority within the space. She is passionate about challenging outdated beauty stereotypes, championing inclusive representation in beauty, and educating readers on the trends, products and conversations shaping the industry today. Follow her on Instagram or find her on LinkedIn.
