Jones Road is a brand that has rapidly become synonymous with minimal, effective, and clean beauty—a powerful reimagining by industry icon Bobbi Brown. Launched in 2020, Jones Road reflects Bobbi Brown’s decades-long expertise and her belief that beauty should be uncomplicated, high-performing, and kind to all skin types.
Redefining Beauty After Bobbi Brown Cosmetics
Bobbi Brown built her reputation as the founder of one of the world’s leading cosmetics brands, but after leaving her original brand, she identified a vital gap in the market. She didn’t just want more products—she wanted something better. In her own words, “Why can’t I find makeup products that are both clean and high-performance—that don’t sacrifice one for the other? Jones Road was born from a search for something that didn’t yet exist. Because it didn’t exist, I had to create it.”
The pivotal principle behind Jones Road is simplicity: makeup made with high-grade, strategic formulations that work on every skin type and tone and are as easy to use as they are to master. Bobbi wanted products that could function as the makeup equivalent of a Swiss Army Knife, multi-purpose, adaptable, and above all, clean.
The Clean Beauty Commitment
Early on, Jones Road set itself apart by banning over 2,200 ingredients from its formulas, far exceeding even European Union guidelines.
“Clean beauty is a no-brainer,” states the official company line. All Jones Road products are rigorously vetted and crafted to eliminate phthalates, sulfates, petrolatum, PEGs, and countless other potentially harmful additives. This commitment is both personal and strategic for Bobbi Brown, who describes herself as “constantly taking mental notes, following the threads of my curiosity, asking questions.”
As Bobbi Brown said, “I wanted to create something that felt lighter on the skin, something that would give the appearance of no makeup, but still enhance natural beauty. Just Enough Tinted Moisturiser is that product. It’s the perfect balance of light coverage that fits seamlessly into any woman’s life.”
Product Innovation and Hands-On Development
The hands-on ethos of Bobbi Brown is woven into the DNA of Jones Road. Each new launch, such as the Just Enough Tinted Moisturiser, is tested and refined personally by Bobbi, “I wanted to make something that worked for all skin types, even my own dry skin. The formula is hydrating and comfortable. It sits beautifully on the skin without drying down or feeling heavy,” she explained. Her continued involvement and attention to detail mean that every Jones Road product reflects her years of industry insight and customer-centric approach.
Engaging a Modern Audience
With the launch of its largest-ever campaign in 2025, Jones Road has taken a bold new step in connecting with its audience, celebrating women who balance priorities and embrace real, everyday beauty. Bobbi Brown and CEO Cody Plofker describe this as a strategic shift toward deeper brand engagement. The brand’s out-of-home campaign, including a high-profile installation in Penn Station, New York, showcases diverse women who embody the real-life ethos of Jones Road.
Looking Ahead: Growth and Global Plans
The impact of Jones Road is clear in the numbers: the brand saw a 140% year-over-year increase in its foundation category following the release of What The Foundation. In 2025, the new tinted moisturizer is set to anchor another year of rapid growth as Jones Road continues to expand its range and reach. Bobbi Brown also teases her tenth book and the fifth anniversary of Jones Road, underscoring the momentum and excitement building around the brand.
Reflecting on the journey, Bobbi Brown says, “It began with the need to create formulas for my own kit. And then it became something much bigger. Jones Road is a growing collection. I’m excited and honored to share the results with you.”
With a focus on real beauty for real women and an uncompromising commitment to clean, effective products, the story behind Jones Road is both a continuation and a reinvention of Bobbi Brown’s legendary.
