Mugler’s Return to Makeup
After more than a decade away from the cosmetics scene, Mugler is officially back. Known globally for its daring fashion statements and blockbuster perfumes like Angel and Alien, the French house has decided the time is right to step back into makeup. The relaunch comes under the guidance of its parent company, L’Oréal Group, which acquired Mugler in 2020. This partnership has laid the foundation for a makeup comeback that feels both strategic and creatively charged.
What’s Inside the Collection
The capsule collection blends Mugler’s high-fashion edge with L’Oréal Paris’s mass appeal. It includes a cushion foundation available in ten shades, a dramatic eyeliner, volumizing mascara, luminous lipsticks enriched with hyaluronic acid, multi-use radiance sticks, and bold eyeshadow palettes.
The products are priced between €14.99 and €24.99, keeping them accessible to a wide audience while carrying the spirit of luxury. Standouts include the foundation in cushion format—hugely popular in Asia—and skincare-inspired lipsticks, nodding to the industry’s growing trend of infusing makeup with treatment benefits.
Shared DNA: Empowerment and Transformation
Executives from both brands highlight the natural fit of this collaboration. For L’Oréal Paris, it reinforces a reputation for creativity and inclusivity, while for Mugler, it marks a continuation of the brand’s identity rooted in empowerment, diversity, and transformation. The launch also coincides with Mugler’s handover to its new creative director, Miguel Castro Freitas, whose first collection will show at Paris Fashion Week this September. The makeup line, therefore, acts as a bridge between the brand’s past and its future direction.
A Campaign Steeped in Heritage
The campaign, shot by Colin Solal Cardo, stars Kendall Jenner—longtime L’Oréal ambassador—wearing pieces from Mugler’s “Re/Edit” capsule. These designs revisit iconic couture looks from the late 1990s, such as the butterfly dress from Les Insectes and the corset Jeu de Paume. The move not only celebrates Mugler’s archive but also closes a creative chapter under former artistic director Casey Cadwallader, making space for the new vision ahead.
From Day to Night: Makeup with Range
Global makeup artist Harold James, who recently joined L’Oréal Paris, designed Jenner’s looks for the campaign. One highlight is a striking “galactic blue” inner-corner accent created using the Midnight eyeshadow palette. James explains that the products are versatile—designed for everyday wear yet bold enough for nighttime drama—encouraging consumers to experiment and channel Mugler’s runway energy in their own routines.
Digital Drops and Direct Access
Instead of a traditional rollout, the collection is being sold as a limited “drop,” a format popular in streetwear and increasingly in beauty. Available through online platforms such as TikTok Shop, Zalando, Tmall, and Notino, the distribution strategy makes the launch feel exclusive while testing consumer appetite for Mugler makeup. Though limited in size, the collection strengthens Mugler’s equity and lays the groundwork for potential category expansion.
Beauty Market Context
The collaboration arrives at a time when luxury fashion brands are actively growing in the beauty sector. With the global color cosmetics market forecasted to expand from $76.9 billion in 2024 to $91.8 billion by 2027, there’s clear incentive for Mugler to re-enter. For L’Oréal Paris, the partnership injects creative freshness into its portfolio, while for Mugler, it represents a low-risk way to re-establish its presence in makeup.
Why This Collaboration Matters
This partnership exemplifies how two brands can amplify each other’s strengths:
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For L’Oréal Paris: It offers another example of pushing boundaries in creative partnerships while staying true to its promise of affordable luxury.
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For Mugler: It reintroduces the brand to makeup consumers, revives its heritage, and builds anticipation for the next era under new creative leadership.
Final Take
The L’Oréal Paris x Mugler makeup collection isn’t just about lipsticks and eyeshadow—it’s about storytelling, accessibility, and timing. By merging Mugler’s avant-garde DNA with L’Oréal’s global reach, the collaboration captures both nostalgia and novelty, proving that in beauty, reinvention can be as powerful as innovation.
