Makeup magnate Bobbi Brown launches Jones Road makeup line

By

Gabriella Lacombe

Published
Oct 28, 2020

Bobbi Brown, the founder of her famed namesake cosmetics brand Bobbi Brown, has announced the launch of a new clean beauty line, 'Jones Road'. 

Jones Road marks Brown's first cosmetics endeavor since she left her namesake brand and the Estée Lauder Companies in 2016 (founded by Brown in 1991, the brand was acquired by Estée Lauder in 1995). According to industry reports, Brown came up with the name for her new brand while driving around the Hamptons using the navigation app, Waze. 

Formulated without 2,700 potentially toxic ingredients -- going beyond the clean cosmetics standards set by the European Union -- the premiere Jones Road launch consists of six products intended for all ages and skin tones: a 'Miracle Balm' for the skin; a black, volumizing mascara; a moisturizing lip gloss; powder shadow; liquid shadow; and a highly pigmented eye pencil. Product photos of dewy skinned models and descriptions that suggest using your finger as an applicator highlight the brand's attitude of ease and subtlety, designed to deliver a "no-makeup makeup" look. 

“It’s the ultimate no-makeup makeup,” Brown, 63, told The Wall Street Journal. “You look better but not like you’re wearing anything.” 

Prices range from $22 to $38, and a 'Start-Up Kit' of four products, including a shimmer shadow, a pencil, a gloss and a universally flattering brown powder shadow called 'The Best Eyeshadow,' retails for $68. 

New products from Jones Road are set to launch on a monthly basis. The brand can be found online at jonesroadbeauty.com.