Jacquemus is entering a new chapter with the announcement of an exclusive partnership with L'Oréal to develop its first line of beauty products. After months of speculation, the French fashion house has confirmed its entry into the world of perfume and cosmetics, a territory that is still uncharted for the brand but seems to be a natural extension of its universe.
A strategic partnership with the global leader in beauty
On February 7, 2025, Jacquemus and L'Oréal Luxe formalized their collaboration. L'Oréal is acquiring a 10%minority stake in the brand, which will enable it to support Jacquemus in the development, production, and distribution of its future beauty products.
Cyril Chapuy, President of L'Oréal Luxe, emphasized that Jacquemus embodies a unique positioning, combining modernity, minimalism, and a strong Mediterranean identity. This partnership will enable L'Oréal to add a brand with a contemporary aesthetic to its already rich portfolio, which includes Yves Saint Laurent Beauty, Prada Beauty, and Valentino Beauty.
A long-standing dream for Simon Porte Jacquemus
In his press release, Simon Porte Jacquemus pointed out that this expansion into beauty had been a foregone conclusion since the brand's inception in 2009. "Fifteen years ago, I began dreaming and creating Jacquemus, with fragrance and beauty as integral parts of my brand vision," he explained. This project is in line with a brand that has successfully diversified its offering over the years, exploring catering with Café Citron and Oursin, as well as design and lifestyle through targeted collaborations.
What can we expect from Jacquemus' first beauty collection?
Although no specific details have been revealed yet, expectations are high. A first fragrance is reportedly already in the works, confirming the brand's ambition to tackle the luxury fragrance sector. However, the question of the DNA of this future line remains unanswered: will Jacquemus take a traditional approach, relying on classic fragrance codes, or will it offer a more disruptive alternative, in line with its approach to fashion?
Other products could also be launched in the makeup or skincare categories, leveraging L'Oréal Luxe's expertise to quickly establish themselves in a highly competitive market.
An ambitious venture in a rapidly changing market
The fragrance and beauty segment is currently experiencing strong momentum, with growth driven by the rise of independent brands and designers increasingly becoming "lifestyle brands" in their own right. Jacquemus is part of this trend, joining houses such as Hermès, Dries Van Noten, and Off-White, which have recently entered the cosmetics market.
The challenge will nevertheless be considerable: standing out in a sector where supply is already abundant, while retaining the unique DNA that has made Jacquemus so successful. The brand will need to strike a balance between a high-end sensory experience and a strong visual identity in order to appeal to both its fashion clientele and a new audience of beauty enthusiasts.