This August marks the two-year anniversary of Marc Jacobs Beauty, which coincides with the launch of an additional 150 sku’s and includes a new lipgloss collection, Enamored High-Shine Lip Lacquer, and reformulated lipstick line Le Marc Lip Crème. While the new lipgloss line replaces Lust For Lacquer in a quest for a glossier gloss, in just a few months Re(marc)able Full Cover Foundation Concentrate, which offers 22 foundation colors, will be added to the brand’s two existing foundation lines, Genius Gel and Marvelous Mousse.

The beauty collection already had a robust 127 items.

“We really wanted to round out our offerings,” said Sylvie Rouaix, Sephora Vice President, Product Development, Brand Marketing, Kendo. “Re(marc)able is a huge innovation for us because of the technology. Usually, there’s a big weight associated with foundation, but this formula, which took us two years to create, offers two times the pigment, but is seven times thinner than traditional foundation.”

Subsequently, formulas allow consumers to use just a single dot to cover the entire face. The product is also long wearing, oil free and is based on biomimetic technology, which mimics the skin. “We use lecithin to coat the pigments so it melts very well along with a bouquet of flower extracts to blend flawlessly on the skin,” added Sylvie.

August also promises the release of Under(cover) Perfecting Coconut Face Primer, $44, a Magic Marc’er Precision Pen Water Proof Eyeliner In Cocoa-lacuer, $30, and The Face iii Buffing Foundation Brush, $55, which has been specifically designed to cohabitate with the new foundations. (FYI: it also has 90,000 tufted bristles.)

Like all of Marc’s cosmetic offerings, these new products are extremely concept driven, visually pleasing and aim to appeal to his loyal followers.

“Our consumer is looking for an experience with the brand and wants to be delighted,” shared Sylvie. “She’s looking for what we call ‘new luxury.’ She wants a high scene of reality, irresistible textures, an invitation to play with the products, and is looking for performance. She wants something familiar, personal and customized. Something that’s the perfect marriage between luxury and makeup artistry. Our consumer really loves Marc and wants to partake in his world.”

Perhaps that’s why MJB has no plans to use a spokesperson, as Marc is really the voice and persona.

Though the brand relies heavily on social media to reach consumers, it also has a print ad presence, something other companies are shying away from.

“Social media is a fantastic vehicle for us and speaks to the authenticity of the line and our consumer, especially in terms of digital advertising,” said Catherine Gore, Sephora Vice President, General Manager, Marc Jacobs Beauty, Kendo. “We were the first brand to make Instagram shoppable. But we also believe print is really the way to establish yourself as a brand and so we plan to do national print advertising while amping up our digital presence. We’ll also do sampling in stores, which is especially key since foundation has a high loyalty following. So getting it into the client’s hands is important.”

Owned by San Francisco-based Kendo, which is part of the LVMH group, Marc has his thumbprint in a number of different areas – clothing, accessories, fragrance and of course beauty. Each division acts independently.

“Though there’s a lot of synergies and we like to talk about everything collectively, fragrance and beauty are not integrated from a development standpoint and they don’t rely on each other for inspiration, but rather intergraded from a common denominator, which is Marc’s vision,” said Catherine.

This philosophy seems successful as just two years ago the brand was only available in North America and now is sold in 20 countries worldwide. Scandinavia and Poland have recently been added to their ever-growing global list.

And though the company would not share numbers or sales information, Sylvie said Marc Jacobs Beauty is exceeding expectations.

“We are able to track and compare to other brands in terms of maturity, volume of sales and what is expected. And we’ve been extremely pleased.”