Jacquemus is moving into beauty.
The French fashion house will launch a beauty line in partnership with L’Oréal, the companies announced just before L’Oréal’s annual earnings conference on Friday. This marks the designer’s first foray into the category. It’s a long-term partnership, which is “further solidified by a minority investment”, according to the statement.
“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,” said the designer.
“We are thrilled to welcome Jacquemus and unleash together its outstanding luxury beauty potential. With its singular brand positioning, fuelled by sensational creativity and social-first playfulness, Jacquemus will perfectly complement L’Oréal Luxe’s portfolio of iconic brands and reinforce our worldwide leadership,” added L’Oréal Luxe president Cyril Chapuy.
“We do not intend to go higher in the capital of Jacquemus,” Nicolas Hieronimus, CEO of L’Oréal, said during the earnings conference. “We do not intend to own fashion brands. We happen to have one, which is Mugler, but it was part of the acquisition from Clarins. But overall, we are very good at doing beauty and I’m not sure we would be as good at doing fashion. So, we let the experts lead their own brands. [The investment] is a good way to show Simon [Porte Jacquemus] that we are supportive and believe in this brand. And it helps him develop his retail project. This is equivalent to an upfront for a license.”
Pressed by reporters to provide a timeline for the release of its first products, Chapuy replied: “Generally, if you want to do proper luxury work it takes two years. We are going to work with Simon in the next two years on how we can surprise the beauty planet. At this stage, fragrance is obvious, what else we‘ll see. Simon is very creative, he has lots of ideas.” Distribution will be selective. “Have a look where we are distributed with Prada and Valentino, and you’ll have an idea where Jacquemus will be distributed,” he continued.
The Jacquemus deal comes after L’Oréal acquired the beauty license of Miu Miu in February 2024, taking over the Miu Miu beauty business from Coty. First products developed by L’Oréal are slated to launch in the second part of 2025.
