A makeup artist who set the trend for a decade of beauty is making a comeback from scratch. No different from Jonesroadbeauty, the brand Bobbi Brown created in 2020 when her 25-year-long non-compete agreement came to an end. This guide is for people who have never used this road, or who don’t know what it is, and explains why Jones Road formulas are so different from other brands and why they have such a loyal customer base since their inception.
Who Is Behind JonesRoadBeauty?
Bobbi Brown’s Return to Makeup
Bobbi Brown, the makeup artist who created and sold her original brand of makeup, Jonesroadbeauty, to Estée Lauder in 1995 and remained on board until 2016, is the founder of Jonesroadbeauty. After her 25-year noncompete agreement ended in 2020, Jones Road became an independent, direct-to-consumer line of makeup using the same “no-makeup makeup” premise she had established decades earlier, but with a modern twist for those who were born into a skincare-first beauty regimen.
A Brand Built on Simplicity
Brown has said that she wants to develop makeup products that are like a Swiss Army knife; simple, versatile, and can be used to achieve different looks, from no makeup to more intense. It’s a philosophy that permeates the entire line, such that it’s more about the versatility of the product or the fewer steps in the routine, rather than the twenty-step routines that many modern beauty brands force the shopper to follow. It’s an intentional difference from fashionable looks, and it’s designed to be more about appearing to be a better version of yourself than looking like you’re obviously “putting on a show.
What Makes Jones Road’s Formulas Different
Clean Ingredients Without the Marketing Fluff
Jones Road is a clean beauty brand, with no phthalates, sulfates, parabens, PEGs, cyclic silicones, EDTA, BPA, or other ingredients. The company claims it is proactively monitoring the regulatory requirements around the world to ensure that its formulas remain compliant and safe in all markets, including one that is more stringent than what is currently in place in the EU. This degree of ingredient transparency is becoming more important as customers have become weary of the broad “clean” claims from other brands.
Designed for Every Skin Type and Tone
The brand is marketed as “age-appropriate and inclusive beauty for all skin types, ages and tones,” and many of their products are designed for mature skin, which doesn’t lead to the formation of fine lines during the day. That emphasis goes back to Brown’s own change of opinion when it comes to makeup over the years, and her preference for a luminous, fresh look over heavy coverage that, as she has claimed, ceased to work for her after years of use.
The Products People Actually Talk About
What The Foundation and Miracle Balm
A few products are the brand’s signatures, such as the lightweight, easy-to-apply, and buildable base of What The Foundation, which resembles skin over a mask. The multi-use cream that can be used for cheeks, eyes or lips for a subtle glow, Miracle Balm has become one of the top products talked about online, often hailed as popularizing the entire multi-use balm category in the beauty industry.
The Face Pencil and Lip and Cheek Stick
The Face Pencil, a shadow and liner all in one, and the Lip and Cheek Stick, designed to take two steps of a makeup routine in one stick, are the most consistently recommended items in the brand. They both embody the same philosophy of multi-use for which the line is built, which is to do more with less – a product that the user doesn’t need a full counter of to use up before it goes bad.
From Online-Only to a Growing Retail Footprint
A Direct-to-Consumer Start
As an online-to-consumer, direct-to-consumer brand, Jones Road was a tactic used by newer brands to keep their costs low and grow a customer base before opening in a physical location. The online-first approach enabled Brown to evaluate her product philosophy with real customer feedback in a timely manner without incurring the cost of stores before proving the brand has enough momentum to continue its growth.
Storefronts From Montclair to Palm Beach
Since then, Jones Road has been establishing physical stores in over a dozen cities, beginning in Montclair, New Jersey, and spreading to cities such as Palm Beach, New York, and Chicago. Most stores provide in-person guidance on applying the product from trained artists, enabling customers to see the product’s various uses and finishes firsthand, as opposed to estimating the shades and finishes on screen.
Final Thoughts
Jones Road is effective because it does not try to be something it doesn’t have to be; it just is the basics, and the formulas are cleaner, there’s less in them, and they work. From the direct-to-consumer start-up, Jonesroadbeauty has expanded to over a dozen physical locations nationwide, a testament to Bobbi Brown’s original drive to portray a natural, easy beauty that remains as strong as ever today as it was decades ago when she first came up with the idea.
Frequently Asked Questions
Who founded JonesRoadBeauty?
Bobbi Brown started out Jones Road back in 2020 when her original name brand, Jones of Beverly Hills, went out of business following the expiration of her noncompete with Estée Lauder.
Is JonesRoadBeauty a clean makeup brand?
Yes, the brand creates with no phthalates, sulfates, parabens, PEGs, cyclic silicones, EDTA or BPA and a lot more ingredients that are excluded.
What is Jones Road’s most popular product?
Miracle Balm and What The Foundation are always mentioned as the most popular and best-received products of the brand.
Does Jones Road have physical stores?
Yes, it has more than a dozen shops in several cities, including Montclair, NY; Chicago; and Palm Beach.
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