Jacquemus has confirmed that its first beauty line, Jacquemus Beauty, will launch in the first half of 2027, timed to coincide with the rollout of the Le Bonheur collection. The announcement, reported by WWD and RUSSH, formalizes a move that the French house has been telegraphing for over a year, as Simon Porte Jacquemus expands his brand beyond ready-to-wear into a full lifestyle proposition.
The Corsica show itself — staged on the rocky shoreline of L’Île-Rousse — was a masterclass in brand world-building. Guests arrived by boat to a sun-bleached set where models walked barefoot in organza and raffia. The collection channeled the same sun-drenched nostalgia that will likely define the beauty line’s aesthetic position: not clinical luxury, but warmth translated into texture and scent.
For Jacquemus, the beauty vertical represents more than a revenue stream. It is a distribution tool — a way to reach customers who cannot afford a $1,200 dress but can engage with the brand at a $60 price point. The challenge will be translating the house’s tactile, sensory identity into products that deliver on the same promise of sun-drenched simplicity.
The entry into beauty places Jacquemus in increasingly crowded territory. Nearly every independent fashion house of scale has launched or expanded a beauty division in the past three years, drawn by margins that far exceed those of apparel and by the recurring-revenue model that cosmetics provide. What distinguishes Jacquemus is its proprietary visual language — the sun-baked Provençal palette, the straw textures, the croissant motifs — that translates naturally into packaging and formulation.
Jacquemus has been coy about the specific categories the beauty line will cover, but industry sources indicate a fragrance-first launch, likely followed by a limited makeup collection. The Le Bonheur (French for “happiness”) collection, which debuted with the Spring/Summer 2027 show in Corsica, provides both the narrative framework and the color story for the beauty debut.
