L’Oréal Relaunches Makeup Line with Mugler, Featuring Kendall Jenner at the Heart of the Campaig

L’Oréal Paris has officially brought Mugler back to the makeup scene after a 15-year hiatus. The global campaign, fronted by Kendall Jenner, highlights a shared vision of transformation that fuses the creative worlds of both brands.

Visuals Capture Transformation and Mugler’s Iconic Codes

The campaign showcases Jenner in four distinct looks. In the first, she wears a draped red dress paired with matte-finish skin and berry-toned lips. The next shot transforms her into a butterfly-inspired figure, with multicolored wings evoking Thierry Mugler’s recurring fascination with metamorphosis.

The third look spotlights a dramatic black smokey eye accented by electric blue shadow, while the final image features Jenner in a striking black-and-white gown with a front slit — a nod to Mugler’s architectural and futuristic design DNA.

A Portfolio Blending Makeup and Skincare

The L’Oréal Paris x Mugler line launches with a cushion foundation available in ten shades, an ultra-precise eyeliner, volumizing mascara, highlighter sticks, and eyeshadow palettes. The lipsticks, infused with hyaluronic acid, deliver deep hydration and rich pigment — aligning with the “skinification” trend that merges skincare benefits with makeup performance.

According to Vogue US, this relaunch reflects L’Oréal’s strategy to expand its premium beauty segment while honoring Mugler’s bold legacy. For Mugler, it marks a return to a high-growth category, strengthening its position within the global beauty market.

Why the Collaboration Revives Makeup After 15 Years

Until now, Mugler’s beauty division had focused mainly on fragrance, maintaining successful lines like Angel and Alien since the 1990s. The brand’s last makeup collection was discontinued in 2008 as priorities shifted to perfume. Today, the rise of multifunctional products and the influence of digital creators have reignited interest — setting the stage for a bold comeback.

For L’Oréal, enlisting Kendall Jenner ensures instant visibility across diverse audiences. With over 300 million followers, Jenner amplifies the campaign’s core message of empowerment and creative expression on a global scale.

Limited Edition Targets a Wide Audience

Although framed as a fashion collaboration, L’Oréal confirmed that the collection will be available through traditional beauty retailers and major e-commerce platforms. Positioned within L’Oréal’s premium range, it appeals to consumers seeking luxurious finishes at accessible prices — bridging high fashion and everyday beauty.

Industry analysts suggest that limited-edition launches like this often drive strong initial sales while testing market response for future expansions. If successful, additional items such as compact powders, blushes, or seasonal lipstick shades may join upcoming releases.

A Campaign Built on Transformation

The entire creative concept centers around metamorphosis — a theme deeply rooted in both Thierry Mugler’s visionary artistry and L’Oréal’s brand ethos. The shifts in styling, skin texture, and color palette embody the idea that makeup is more than a cosmetic — it’s a tool for transformation and self-expression.

Set for release across Europe, North America, and Asia later this year, L’Oréal Paris x Mugler stands as one of the most anticipated beauty collaborations of 2024, blending heritage, innovation, and high-impact storytelling into one cohesive vision.

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