First Impressions
I remember the first time I swiped a Marc Jacobs Highliner across my waterline—it was like drawing with silk. That was years ago, and since then, the brand has had a bit of a rollercoaster ride in the beauty world. So when I heard about the new Marc Jacobs Beauty releases, I’ll admit, I was both curious and skeptical. Relaunches can be tricky. Sometimes they’re a triumphant return; other times, they feel like a cash grab trading on nostalgia.
But then I saw the GRWM (Get Ready With Me) videos popping up, and the chatter among my fellow beauty editors started buzzing. The new lineup promised a return to the brand’s roots: high-impact color, creamy textures, and that effortlessly cool, downtown-girl aesthetic. I requested a press sample, and when the sleek black-and-white packaging arrived, my heart did a little skip. The first thing I noticed was the weight of the compacts—they feel substantial, like a luxury item you’d actually want to display on your vanity.
I decided to test the new releases over a full week, using them in different lighting, on different skin prep days, and for different occasions (from a Zoom call to a dinner out). My initial reaction? The colors are incredibly pigmented, almost shockingly so. A single swipe of the new lipstick delivered a stain that lasted through coffee. But I’m getting ahead of myself. Let’s break down exactly what’s new and why it’s trending.
The Deep Dive
The core of this relaunch centers on a few hero products: the reformulated Highliner Gel Eye Crayon, a new range of Velvet Lipsticks, and a limited-edition eyeshadow palette that screams “editorial.” Let’s start with the Highliner, because honestly, that’s the product that made the brand famous. The original was a cult favorite for its intense payoff and smooth glide. The 2025 version claims to be even more budge-proof and waterproof, while still being easy to remove (a key pain point for many users).
I tested the shade “Blacquer” (a deep, true black) and “Cocoa” (a warm, rich brown). Application is dreamy—the crayon doesn’t tug at the delicate eye area. It sets in about 30 seconds to a transfer-resistant finish. I wore it through a sweaty gym session (yes, I’m that person) and it held up with minimal fading. But here’s the catch: if you have very oily eyelids, you might still see a tiny bit of smudging by hour eight. I’d recommend a primer underneath for marathon wear.
Then there are the Velvet Lipsticks. The formula is unlike anything else in my collection right now. It goes on like a cream but dries down to a soft, blurred matte that feels like nothing on the lips. The shade “Kiss Kiss Bang Bang” is a perfect rosy nude for fair-to-medium skin tones, while “Slow Burn” is a brick red that looks stunning on deeper complexions. The staying power is impressive—about six hours with minimal eating and drinking. But it’s not fully transfer-proof; you’ll leave a faint mark on a coffee cup. For me, that’s a trade-off I’m willing to accept for the comfort level.
Finally, the eyeshadow palette: “The Eye-conic Palette” (yes, that’s the name) features 12 shades ranging from matte neutrals to glittering metallics. The texture is buttery, almost wet-looking in the pan. I’ve been using the shade “Glitz” as a one-and-done wash for quick glam days. The pigment payoff is excellent, but I did notice some fallout with the darker, shimmery shades. A little tap-off of the brush before application solves that.
Real Results
After a week of consistent use, here’s my honest assessment. On my combination skin (oily T-zone, normal cheeks), the Highliner performed beautifully when paired with a primer. Without primer, I saw slight transfer to my lower lash line by the end of a 10-hour day. On drier skin types, I suspect it would last even longer without any issue. The lipstick, surprisingly, became my go-to for video calls because it doesn’t emphasize lip lines or dryness. My testers with deeper skin tones (Fenty 430 and MAC NC50) reported that the darker shades like “Night Mood” (a deep plum) were incredibly flattering and didn’t look ashy.
But let’s talk about the eyeshadow palette. I created three distinct looks: a soft everyday neutral, a smoky date-night eye, and a bold colorful look using the teal shade “Electric.” The mattes blended seamlessly—no patchiness. The shimmers, however, require a wet brush or a glitter primer to really pop. Without that, they look more satin than full-on glitter. For the price point (around $55 for the palette), I’d expect a bit more versatility in the shimmer formula. Still, the color story is cohesive and inspiring, especially for creators who love editorial content.
One unexpected result: the lipstick lasted through a full meal of pasta (red sauce!) with only minor fading on the inner lip. That’s a win in my book.
The Honest Truth
Let’s be real—Marc Jacobs Beauty is not for everyone. The price point is luxury-level (lipsticks are $28, eyeliners $24, palette $55). If you’re on a drugstore budget, you can find comparable performance from brands like NYX or ColourPop for a fraction of the cost. However, the texture and wear experience are genuinely elevated. The packaging feels indulgent, and the color payoff is consistent.
What didn’t work for me? The shade range, honestly. While the lipsticks come in 10 shades, there’s a noticeable gap in the medium-tan range. For someone with an olive or golden undertone, the nudes might pull too pink or too beige. And the eyeshadow palette, while beautiful, is heavy on cool tones. Warm-toned lovers might feel left out. I’d love to see a future expansion into more inclusive neutrals and deeper berry shades.
Who should skip this? If you prefer sheer, natural makeup, this line is not for you. These products are pigmented, bold, and unapologetic. Also, if you have extremely sensitive eyes, the Highliner contains carnauba wax, which can be a minor irritant for some. I’d recommend doing a patch test first.
As for alternatives: for a similar gel liner experience, try the Urban Decay 24/7 Glide-On Pencil. For a comparable lipstick formula, Charlotte Tilbury’s Matte Revolution is a close cousin, though pricier.
Pro Tips
If you’re a creator looking to make a viral video around these releases, here are my top strategies. First, lean into the GRWM format—it’s still one of the most engaging styles on YouTube. Start with a “first impression” reaction, then show the full application. The contrast between the sleek packaging and the intense pigmentation makes for great B-roll. Use natural lighting to capture the shimmer payoff.
Second, focus on the “one-swipe” challenge. Show how the lipstick delivers full opacity in a single pass. This is a visual hook that performs well in thumbnails and short clips. Pair it with a side-by-side comparison with a competitor (like NARS or MAC).
Third, talk about the “clean” aspect. Marc Jacobs Beauty is positioning itself as a cleaner formula without sacrificing performance. If you’re a creator who discusses ingredients, this is a goldmine. Break down what “clean” means here and whether it matters.
Finally, create a tutorial around the eyeshadow palette’s versatility. Show a daytime look using only mattes, then transform it into a smoky eye by layering the shimmers with a damp brush. This demonstrates value and gives viewers a reason to save the video.
Final Verdict
Would I buy these again? For the Highliner and the Velvet Lipstick, absolutely. They’ve earned a permanent spot in my makeup bag. The eyeshadow palette I’d recommend only if you love cool-toned, editorial looks and don’t mind a bit of fallout. It’s beautiful but not essential.
Who is this perfect for? The Marc Jacobs Beauty new releases are ideal for makeup enthusiasts who want high-impact, long-wearing products with a luxurious feel. If you love a bold lip or a sharp wing, this line will make you very happy. Just be prepared to spend a little more and to work around the shade limitations.
Overall, this is a strong relaunch. Marc Jacobs Beauty isn’t resting on past glory—they’re evolving. And for that, I’m genuinely excited.
