What You Need To Know About Bobbi Brown’s New Brand

Make-up legend Bobbi Brown is back with a new brand, and it doesn’t disappoint. After coming to the end of her Estée Lauder contract – and so, her time with the Bobbi Brown brand – back in 2016, Jones Road Beauty drops in the UK today. A range of high-performing hero products – all of which are multipurpose and full of quality ingredients – think of it like a capsule, make-up wardrobe brimming with simple, smart products for all ages, skin types and tones. Here’s a breakdown of the new line, including why Bobbi chose to return to the cosmetics industry and her favourite products.


THE BACKGROUND…

For a long time, Bobbi Brown was considered the doyenne of ‘natural make-up’ – so it only seems fitting Jones Road continues the theme, while also gently pushing the boundaries. Despite leaving her namesake brand behind in 2016, Bobbi has stayed close to the beauty industry – via her content site JustBobbi.com and her wellness brand Evolution_18. These ventures aside, she’s also continued to teach women how to master the beauty basics, like colour correcting and shade matching. It was these simple steps – and the desire of thousands of women to master them – that led her to create this new range. In Bobbi’s own words, it’s a range that’s easy and simple to use, with a curated, indispensable collection of multi-purpose products that act like a capsule, beauty wardrobe.

WHAT BOBBI SAYS…

Jones Road is a growing collection of simple, smart products for all ages, skin types and skin tones that help women to achieve the ‘no make-up make-up’ look naturally. It’s always been my philosophy that make-up should enhance your natural features, not cover them up – and Jones Road does just that. Almost every product in the line-up has a sheer, blendable texture, so you can apply most of them with your fingers as and only where you need them. They’re great for on-the-go, too – we have less time these days and we need functionality from our beauty products.” 

 

EVERYTHING IN STORE…

The entire collection has been formulated following the retailer Credo’s clean beauty standard – one of the strictest set of ingredients guidelines in the industry. That means there are no phthalates, sulfates, petrolatum, PEGs, cyclic silicones or EDTA’s – anything unnecessary has been vetted for maximum safety and efficacy. As for the products themselves, you’ll find everything from multi-use balms, to rich, pigmented mascaras, tinted glosses, cream shadows and blend-able, powder eyeshadows that apply seamlessly.  Bobbi’s favourite product in the range? “It would have to be the Miracle Balms. They’re universally pleasing, come e in great shades and are sheer, so they can be used to bronze the face, to blush the skin or to give lips a healthy glow. They’re addictive and great worn alone, or as part of a full make-up look.” Additionally, Bobbi has recently added skincare to the Jones Road line, too, claiming that while no single product will create great skin, there are four additions she wanted to add to the range – including an eye and face cream, multipurpose balm and an oil stick – which are simple solutions to instantly hydrate and smooth your skin for a happier-looking complexion.

FINALLY, THE COST…

Every product in the range is high-quality, but the price point remains totally accessible – a concept close to Bobbi’s heart. “I wanted to create a brand that was not marketing-heavy. Jones Road is really all about the products – the packaging should be less important than the formulas inside. It just so happens I’ve always loved a ‘lab-sample look,’ too, which is more cost-effective.” Expect to see more from the range in the near future as well, with Bobbi confirming there’s plenty on the horizon: “We have a two-year pipeline of innovation for Jones Road Beauty and will be releasing some really interesting products – so watch this space.”

 

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