Bobbi Brown is one of the most reconisable names in beauty. But what you might not realise, is that she hasn’t been at the helm of her namesake brand for many years.
The cosmetics line, known for its flattering, polished-looking results, was sold to Estee Lauder in 1995. Brown exited the brand completely in 2016.
Though she had given up her name as a brand, she soon decided she had more to give the beauty world. She founded new makeup company Jones Road in 2020, the the day her 25-year non-compete clause was up from the sale of her previous business.
Jones Road has since become known for its stylish collection primarily made up of low-fuss, easy-to-use colour cosmetics.
The brand has been available in the US and UK, but not further afield until now. Jones Road has just announced Kiwis and Australians can now shop directly from the brand’s website.
In the years since launch, Brown herself has reconnected with an eager market via an embrace of social media and a more relaxed way of doing makeup. Her Jones Road products are cream-based, easy to apply, flattering but not overwhelmingly pigmented, and resonate with a wide range of ages.
Interestingly, the products have been particularly popular with an older market than the majority of very trend-driven cosmetics launches lining shelves.
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68-year-old Brown has consistently fronted up in videos on her online platforms, applying the products to her own skin and directly explaining their attributes. With very hydrating formulas, they are said to suit dryer skin types, a challenge commonly experienced by women as they age and particularly after menopause.
Brown says she didn’t put up her feet after selling her previous brand, as she still had more to give.
“I wasn’t done teaching, she explains. “I want to teach women how easy it is to just make yourself look and feel better.”
She says her style as a makeup artist has always been to make sure the skin looks like you’re not wearing foundation. “So Jones Road is really about formulas and textures that just look great on the skin.”
She says her selection of products are designed to create a “your skin-but-better finish.” Think healthy complexion, glowy cheeks, defined lashes. Each of the products is versatile, so you can use them as you wish, rather than any prescriptive guide.
Crucially, key ingredients often include natural oils like jojoba and coconut oils. This means they are nourishing, something that often works for drier skin types, but those with naturally oily skin may find some of the ‘dewy’ products a little much.
If you’re wondering what to consider now that the products are within reach, these are five popular items.
Five best Jones Road products to try now
Jones Road What The Foundation
A tinted moisture balm meets traditional foundation with light-medium, buildable coverage. The result is a fresh, natural glow but a little goes a long way, so apply by dotting a small amount on the face and blend well with fingers or a dense-bristle foundation brush.
Jones Road Miracle Balm
A multi-use product that combines moisture, radiance and a touch of colour. Available in bronzy and pinky tones, it has lovely illuminating, light-reflecting properties and looks great dabbed over the cheekbones and high planes of the face.
Jones Road Sparkle Wash
The easiest eyeshadow you’ll ever apply. Described as ‘magic hour for the eyes,’ you simply swipe on the glimmering colour over eyelids and blend gently with a fingertip. You can add more if you want a more intense colour.
Jones Road The Face Pencil
Like a dense, brightening concealer to target conceal redness, blemishes and even skin tone.
Jones Road The Mascara
A simple black mascara that instantly opens the eyes and finishes off an easy makeup look. The curved wand scoops up lashes and provides a nice combination of definition, lengthening and thickening.
