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For 50-year-old designer Marc Jacobs, it’s not enough to be the darling of the style crowd and put on one of the most sought-after runway shows every Fashion Week. Now he wants to apply his Midas touch to makeup. On August 9, Marc Jacobs Beauty will launch at Sephora and select Marc Jacobs stores with over 120 products.

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Jacobs is known for his youthful yet sophisticated style, and he’ll now be able to impart that sense of chic to a woman’s face as well. Four categories of products are presented in sleek black lacquer packaging: Smart Complexion, Blacquer, Hi-Per Color and Boy Tested, Girl Approved. The makeup ranges from foundation and concealer to eyeliner and lip gel, and each shade is given a playful name like Ro(cocoa) or Have We Met. Not one to go for the natural look, Jacobs’ line is full of bold colors that will provide a pop of wow.

Courtesy Marc Jacobs Beauty Marc Jacobs Beauty LoveMarc Lip Gel in Surrender Dorothy

“I see beauty in many things,” Jacobs stated in a press release, “and I am attracted to all sorts of imperfection, to style, to confidence or experimentation. It’s unexpected and surprises you.”

Jacobs already has a popular fragrance line, but is new to the world of beauty. With this wide-ranging makeup collection, he’s not just dipping a toe in the water, but diving in headfirst. But if anyone has a sense of what face women want to present to the world, it’s him. WWD estimates that the line could net $15 million in sales through the end of 2013. In mid-July, 5 products were pre-launched on Sephora’s website; unsurprisingly, they quickly sold out. Expect the rest of the line to receive a similarly fervent reception.

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