Before Youtube and Instagram tutorials existed, there was makeup artist Bobbi Brown’s educational books. Brown, who founded her namesake makeup brand in 1991, has spent decades teaching women how to wear smoky eyes, flawless liner, and foundation like a pro. She left the Bobbi Brown brand back in 2016, and now four years later, is getting back in the game with a clean beauty makeup line called Jones Road.
“I never thought I’d come back to the cosmetics industry, but I’ve realized how much I love being a makeup artist—that’s what I studied in college. More than anything, I love doing makeup,” Brown tells WWD. “I realized, ‘You know what, I still have it,’ and I have this idea that I really need to teach people.”
Jones Road is “a growing collection of simple, smart products for all ages, skin types, and skin tones that help women achieve the no-makeup makeup look naturally,” Brown writes on the brand site.
The collection is formulated following retailer Credo’s clean beauty standard, one of the strictest clean ingredient guidelines in the industry. There are six products at launch that work for all skin tones and ages: Miracle Balm ($38), a tinted moisturizing cream color; The Mascara ($26); Cool Gloss ($26), a tinted lip gloss; Sparkle Wash ($24), a glitter shadow; Just a Sec ($26); a cream shadow; The Best Pencil ($22), an ultra-pigmented pencil; and The Best Shadow, a blendable brown powder eyeshadow that comes in a collection of the essentials from Jones Road called The Start-Up Kit ($68). New products will be launching monthly, with stick foundations coming in January.
As for the name of the brand, well, the obvious Bobbi Brown was already taken. WWD reports that the makeup artist found the name on Waze and it reminded her “of the U.K.,” and an “old, trusted brand.”
Brown has stayed close to the beauty world in the four years since her Bobbi Brown brand departure. She got certified in nutrition at the Institute of Integrative Nutrition, launched a wellness brand called Evolution_18, and started a content site justbobbi.com. Though the artist and educator spent years teaching women the philosophy behind color correcting and shade-matching, Brown now finds herself in 2020 wearing less makeup than ever before (like the rest of us). Jones Road is meant to show that you don’t need layers of makeup or an hour-long routine to look polished. “I honestly think people look better with less makeup,” she tells WWD.
“It’s funny, when I launched my brand, I remember having to go into stores and explaining to women how you could use yellow-tone foundation [to cover imperfections] and why your blush should be the color of your cheek and I worked really hard educating them in stores to teach them this new way,” Brown tells WWD. “Some people are going to have to learn again.”
That new learning can start right now, because all of the products are available to shop on JonesRoadBeauty.com.