16 years after its inception, Paris-based brand Jacquemus is dipping its toe into beauty via a ‘long-term, exclusive beauty partnership’ with L’Oréal Groupe
Handbags on wheels, sun-drenched catwalks and novelty toast and butter show invites have characterised Jacquemus’ meteoric rise over the last decade. Now, the house is venturing into new realms with beauty.
In a statement last week, L’Oréal Groupe said: ‘Building on this successful brand expansion, Jacquemus will now write its beauty chapter together with L’Oréal Luxe.’
Cyril Chapuy, President of L’Oréal Luxe followed, saying: ‘We are thrilled to welcome Jacquemus and unleash together its outstanding luxury beauty potential. With its singular brand positioning, fueled by sensational creativity and social first playfulness, it will perfectly complement L’Oréal Luxe’s portfolio of iconic brands and reinforce our worldwide leadership.’
Although we can’t predict what will come from this expansion, it’s clear that scent is at the top of the agenda, with Creative Director and Founder Simon Porte Jacquemus saying: ‘Fifteen years ago, I began dreaming of and creating Jacquemus, with perfume and beauty always part of my vision for the brand. Today, I am proud to continue shaping this dream with the leading beauty group, L’Oréal. I’m excited to see what the future holds for us.’
The move comes as an increasing number of fashion houses are making their foray into beauty, with many carving a space under the L’Oréal Luxe umbrella.
Prada and L’Oréal Groupe struck a deal back in 2019, following this with the licensing for a Miu Miu makeup range last year. Valentino joined the L’Oréal Luxe roster back in 2018 and Maison Margiela has cut its teeth with the division since 2009.
This isn’t the first time the Jacquemus brand has tried to launch into beauty, with Puig buying shares in 2021, for the deal to be quickly dissolved and the share returned to the founder.
With the announcement hitting headlines this week, the beauty community will undoubtedly be waiting with bated breath for signs of what scents, colours and textures the line might bring.
Our thoughts? Balmy, multi-use products in sun-kissed shades – something that celebrity fans including Bella Hadid would love.
