Jacquemus is officially designing its first beauty line: what will it look like?
French fashion brand Jacquemus announces an official move into beauty with a line of products created in partnership with L’Oréal. Wallpaper* makes some predictions on what they might be

Jacquemus is developing a beauty line in partnership with L’Oréal. Whilst rumours of the French fashion brand’s expansion into this category have swirled in the industry for a while now, today’s announcement (7 February 2025) finally makes it official.
The recent Jacquemus’ 2024 Holiday campaign, shot by Lisa Jakhovic, starred Alex Consani at a surreal winter wellness retreat. One image even features the model with cucumber slices layered over the entirety of her body, courtesy of make-up artist Lauren Parsons. (Whether the campaign’s theme was a hint towards today’s news remains to be seen).
Jacquemus is launching a beauty line: what might it look like?
Alex Consani in the Jacquemus Holiday 2024 campaign with make-up by Lauren Parsons
‘15 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,’ Simon Porte Jacquemus, who founded the label in 2009 at the age of 19, said in a statement.
The partnership is the first time that Jacquemus has explored the beauty arena, joining a roster of other fashion houses banking on make-up, skincare and fragrance of late. Prada and Celine launched a range of make-up products in 2023 and 2024 respectively, with Miu Miu announcing that it would also branch out to beauty later this year. In addition, Bottega Veneta under the creative direction of Matthieu Blazy — who has since left the Italian leather house for the top position at Chanel, succeeded by Louise Trotter — put out a perfume collection last year.
Alex Consani in the Jacquemus Holiday 2024 campaign with make-up by Lauren Parsons
‘We are thrilled to welcome Jacquemus and unleash together its outstanding luxury beauty potential,’ says the president of L’Oreal luxe, Cyril Chapuy. ‘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.’
Certainly, Jacquemus — which has remained independently owned since its inception — is well placed to create a beauty line with plenty of buzz. Porte Jacquemus grew up in Salon-de-Provance, with his aesthetic codes built around the climate and culture of the French Mediterranean. This is not just reflected in Jacquemus’ clothing design, which treads a playful line between minimalism and whimsy, but in stores (notably represented in the brand’s latest London bolthole on Regent Street, designed with OMA) and the staging of collections.
Jacquemus S/S 2020
The Jacquemus S/S 2020 show, for example, was set in a Provançal lavender field. Here, models walked a runway made from over 5,000 ft of cerise pink fabric, images of which swiftly went viral. The almost comedically tiny Mini Chiquito bag is now considered a cult accessory, spurring memes around what items could possibly fit in its miniscule capacity.
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
A timeline for the beauty launch, or details of exactly what the products will be, has not yet been shared. But a Jacquemus-branded lipstick or lavender-scented fragrance – designed to slide neatly into a Mini Chiquito – are just a couple of Wallpaper* predictions.
Hannah Tindle is Beauty & Grooming Editor at Wallpaper*. She brings ideas to the magazine’s beauty vertical, which closely intersects with fashion, art, design, and technology.
-
Tuneshine is a new way of bringing back the lost art of the album cover
The compact Tuneshine screen uses LED tech to illuminate the artwork of whatever you’re currently streaming
-
Inside the new theatre at Jacob’s Pillow and its ‘magic box’, part of a pioneering complex designed for dance
Jacob’s Pillow welcomes the reborn Doris Duke Theatre by Mecanoo, a new space that has just opened in the beloved Berkshires cultural hub for the summer season
-
What to see at Rencontres d’Arles 2025, questioning power structures in the state and family
Suppressed memories resurface in sharply considered photography at Rencontres d'Arles 2025. Here are some standout photographers to see
-
Ten of the best XXL tote bags, made for carrying more than you’ll ever need
Selected by the Wallpaper* style team, these supersized tote bags and shoppers cater to our carry-everything culture, doubling as reliable travel companions
-
Jacquemus S/S 2019 Paris Fashion Week Women’s
-
Paris Fashion Week S/S 2017 womenswear editor's picks
-
Editor’s picks from Paris Fashion Week S/S 2015: womenswear collections