Iconic makeup artist Bobbi Brown surprised the beauty world when she announced the launch of Jones Road, a line of “no-makeup makeup” on Monday, but, as the serial entrepreneur told us, COVID or no COVID, “I don’t wait, I create.” Even with promises that this is “just the beginning,” the easy-to-use, made-to-multitask clean collection (it boasts of guidelines even more stringent than those set by the E.U. to eliminate more than 2,700 potentially harmful ingredients) is already getting a ton of buzz 48-plus hours in.
“Jones Road was born from a search for something that didn’t yet exist, “Brown says. “Because it didn’t exist, I had to create it. What I wanted was the makeup equivalent of a Swiss Army Knife: easy, cool, multipurpose products that could be used to nail any look, whether it be no-makeup makeup or something with more drama.”
Why this brand and why now?
When people ask me why I’m launching Jones Road now, I say, “Why not?” Launching a new business is never easy—it’s always hard—and launching during a pandemic and a presidential election season might sound especially crazy. But one lesson I’ve learned as an entrepreneur is that if you wait for the “perfect time” to do anything, nothing happens.
Working from home and living through this pandemic has taught us all how to live with less and to accept things as they are, including the way we look. If you’re eating well and taking care of yourself, you don’t need a lot of makeup to look and feel good. That’s always been my philosophy and Jones Road celebrates that. It’s the ultimate no-makeup makeup and that feels especially appropriate right now.
Any COVID-related challenges with launching a new line?
If anything, launching Jones Road during this time made us even more focused because we simply had no other option. Technology is so empowering. We all quickly learned that we can do anything from anywhere. The team was able to continue working remotely and we continued to collaborate with all of our external partners easily.
Is there anything beauty-wise people might be surprised to hear you aren’t a fan of using?
I really don’t have one because honestly, I don’t follow every makeup or skin-care trend. I’ve always done my own thing.
If you could invent any beauty product, what would it be?
I’ve always wanted to create a tinted face balm that both brightened the skin and added lots of moisture so I made one and it’s called the Miracle Balm from Jones Road. This hero product is one that is high-performing, multipurpose and is full of amazing, “good-for-you” ingredients, all in one. It adds a wash of soft-focus moisture to enhance your skin. It reflects light so it adds a hint of glow wherever you need it—cheeks, eyelids or lips. It also comes in four different shades so you can wear it alone, or layer it on top of your foundation. It’s made with jojoba seed oil, argan oil and vitamin E, so it also nourishes your skin.
Care to share what’s next?
The most exciting thing about launching a self-funded, indie brand and selling it all direct-to-consumer on jonesroadbeauty.com is that we are 100-percent in control of its future. We’re staying close to customers. We’re going to watch what they respond to and we’re able to create new items quickly to respond to what the customer wants. In December, we have more eye shadows launching. And, in early 2021, we’re planning to roll out some new categories.
