Coty Travel Retail has announced the long-awaited return of Marc Jacobs Beauty across global travel retail, bringing the iconic color cosmetics collection to travellers through immersive activations and elevated retail experiences in key international airports.
Making its debut in travel retail in June 2026, Marc Jacobs Beauty reintroduces the brand’s distinctive approach to makeup: bold, radically inclusive, and unmistakably Marc Jacobs. Working in partnership with Avolta, Coty will unveil the collection at Terminal 8 at JFK International Airport and Palma de Mallorca Airport in June, followed by airports in August, before expanding to additional locations across Europe, the Americas, and Asia Pacific from September 2026.
Mette Engell, Senior Vice President, Coty Global Travel Retail, said: “We are excited to build on the long-standing success of Marc Jacobs Fragrances and expand the brand into a true multi-category beauty universe. The return of Marc Jacobs Beauty has been one of the most highly anticipated beauty launches, reflecting strong consumer demand for the brand’s bold creativity and distinctive vision. Travel Retail offers the ideal stage to introduce Marc Jacobs Beauty to a global audience, fusing immersive experiences with high-impact retail formats to capture visitors’ imaginations, encourage discovery, and bring the brand universe to life.”
Built around the concept of “Joyride Sensoriality,” the Marc Jacobs Beauty collection invites consumers to layer, blend, and experiment, with each product designed to engage the senses in unexpected ways. Designed for long-wearing, high-impact performance, the curated edit spans eyes, complexion, and lips, combining upgraded formulas with tactile textures and playful finishes. The edit includes Drawn This Way Longwear Eyeliner, Born Star Eyeshadow, Heart On Lipstick, Joystick Blush Stick, Flashes Mascara, Legally Bronze Bronzer, and Money Shot Highlighter Gel.
Designed by Marc Jacobs himself, the packaging features the brand’s signature charm motifs – a daisy for complexion, a star for eyes, and a heart for lips – reimagined in oversized soft touch matte and metallic silhouettes.
At JFK International Airport, travellers in Terminal 8 will be able to discover Marc Jacobs Beauty through a permanent gondola installation alongside a three-month animation located at the entrance of the store. Designed to invite passengers to immerse themselves in the Marc Jacobs Beauty universe, the activation features oversized factices, playful brand charms, and a central discovery space spotlighting hero products across makeup and fragrance.
A consultation area with dedicated Makeup Beauty Advisors will offer personalized flash makeovers and tailored product discovery, while digital media placements throughout the terminal will extend visibility across the passenger journey. Travellers will also receive an exclusive Marc Jacobs Beauty makeup bag gift-with-purchase during the activation period.
Following the initial June debut, Marc Jacobs Beauty will expand into additional travel retail locations by the end of 2026, including key airports across the United Kingdom, namely Manchester Airport Terminal 2, and Heathrow Airport Terminal 2. Further activations are also planned in key airports across Asia Pacific, including Sydney, Australia; Auckland, New Zealand; Bangkok, Thailand; and Delhi and Mumbai, India.
Additional openings are planned through the first half of 2027 across the Americas and Europe.
