Jones Road: Why Bobbi Brown left Estée Lauder to Launch Beauty Startup
Legendary makeup artist and entrepreneur Bobbi Brown revolutionized the beauty industry with her eponymous makeup line, which she sold her brand to Estée Lauder in 1995 for a reported $74.5 million.
At the time, Brown’s brand was gaining significant success and outperforming Estée Lauder in major department stores. This caught the attention of then-CEO Leonard Lauder, who approached Brown with an offer to buy her brand. Although initially hesitant, Brown eventually agreed to the sale. Although initially hesitant, Brown eventually agreed to the sale.
As part of the deal, Brown signed a 25-year non-compete agreement, which prevented her from launching any new beauty brands during that period. She stayed on at the brand for more than two decades but eventually came to regret the non-compete agreement. Brown felt constrained by the corporate processes and found herself forced into approving things she didn’t believe in.
This led to her stepping away from the company in 2016, Brown made a comeback in 2020 with her new line, Jones Road Beauty. Launched on October 26, 2020, the day her non-compete clause expired, Jones Road Beauty focuses on clean, high-grade formulas for every skin type and tone.
Named after a street Brown passed in the Hamptons, Jones Road Beauty embraces a minimalistic “less is more” approach to makeup. The brand offers a range of cosmetics that bridge the gap between skincare and makeup, making it suitable for both professionals and beginners. In addition to makeup, Jones Road also has a line of skincare products for those who prefer to stay loyal to one brand in their beauty routine.
Jones Road Beauty is designed for anyone who loves a natural, luminescent look that enhances their features without appearing overly made up. The brand’s products are clean, easy to apply, and effective, staying true to Brown’s ideal of transparent, naturally beautiful makeup. Some popular products include the Miracle Balm, an emollient-rich balm that adds a hint of glow to cheeks, eyelids, or lips, and the Face Pencil, a versatile concealer pencil available in 25 shades.
With this venture, Brown has embraced a more entrepreneurial approach, allowing her greater creative freedom and control over her brand. The brand’s latest launch, What The Foundation, is an excellent choice for those with mature skin or who prefer light-to-medium coverage. Infused with oils, it provides a glowy, skin-like finish.
Jones Road Beauty’s products are not only adaptable to any age, skin type, or beauty routine but also come with a slightly higher price point, reflecting Brown’s expertise and the quality of the cosmetics.
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