Everything You Need to Know About JONES ROAD, Bobbi Brown's Latest Beauty Venture

The industry icon breaks down the origins and ethos of her newest brand, which brings "no makeup makeup" to absolutely everyone.

bobbi brown
Photo: Courtesy of Bobbi Brown

Life for Bobbi Brown, after she sold her eponymous brand to Estée Lauder in 2016, was good. She published her ninth book Beauty from the Inside Out ($15.99, amazon.com), went back to school to become a certified health coach, and even broke into a brand-new space, launching EVOLUTION_18, a line of wellness and ingestible products. But when Masterclass invited her to teach a comprehensive makeup course, she felt something recalibrate. "Doing the MasterClass reminded me that, before anything else, I'm a makeup artist first," Brown exclusively tells MarthaStewart.com. "I've been doing this for 40 years. I realized it was time for me to get back to my roots."

From there, JONES ROAD, Brown's latest makeup line, was born—and beauty enthusiasts everywhere, from professionals to novices, were excited. The reason? So many women's entry into the world of makeup began with Brown. Before there were YouTube influencers or tutorials, we turned to Makeup Manual ($14.98, amazon.com) to learn how to apply base or create the perfect smoky eye.

jones road miracle balm
Courtesy of JONES ROAD

The modern makeup ethos—consider Glossier's message to love imperfections—began with Brown, too: Before the millennial makeup revolution, there was Bobbi Brown Cosmetics, inviting you to celebrate natural beauty. Since her rise to fame, Brown's name has become synonymous with high-quality, but accessible and usable cosmetics, which is why JONES ROAD is the true manifestation of her life's work.

She calls her latest debut the ultimate "no-makeup makeup" that's made for anyone and everyone, regardless of age, skin type, or tone. Named after a street in Hamptons she and her husband serendipitously discovered while using the Waze navigation app, the clean beauty line launched during the pandemic, in October 2020. "Launching a new business is never easy—it's always hard—and launching during a pandemic might sound especially crazy. But one lesson I've learned as an entrepreneur is that if you wait for the perfect time to do anything, nothing happens," she continues. "I don't wait—I create."

The label's first offerings consisted of six makeup products: The Best Eyeshadow ($25, jonesroadbeauty.com), a buildable powder eye color, Sparkle Wash ($24, jonesroadbeauty.com), a liquid glitter eyeshadow, Just A Sec ($26, jonesroadbeauty.com), a cream-textured shadow, The Best Pencil ($22, jonesroadbeauty.com), a black eyeliner, The Mascara ($38, jonesroadbeauty.com), and The Miracle Balm ($38, jonesroadbeauty.com), a tinted cream—and the hero-product of the line with a 10,000 person waitlist; today, new products include a series of face pencils that allow for pinpointed color correcting (as opposed to full coverage) and nourishing glosses, too.

Each product was formulated following The Credo Clean Standard, which is one of the strictest ingredient lists in the States. It lists 2,700 specific additives brands cannot use in their formulations, including parabens, sulfates, and phthalates. "My goal was to create the clean beauty products I wanted and couldn't find in the market," she says. "The Credo Clean Standards are the most stringent, and that's the bar I wanted to hold ourselves to."

jones road face pencils
Courtesy of JONES ROAD

Earlier this year, the brand expanded into skin care, adding four new products to the family. Another curated collection of essentials, the JONES ROAD skin care range includes Miracle Cream ($38, jonesroadbeauty.com), Eye Cream ($38, jonesroadbeauty.com), Hippie Stick ($32, jonesroadbeauty.com), and The Oil Stick ($26, jonesroadbeauty.com). Her overarching goal? To create products that are hydrating and just feel good on the skin.

Fans can expect to see more products across both categories later this year. Ultimately, Brown hopes that everyone takes her philosophy of not needing a ton of makeup, however, to feel good at heart. "What I hope to teach all women is that true beauty is not about makeup—it's about being confident in your own skin," she says. "Embrace who you authentically are, flaws and all, because that is the true definition of beauty."

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