Last October, four years since she left her namesake brand, and 25 years since her non-compete with Estee Lauder expired, Bobbi Brown launched her new beauty venture in the US. This week, after much anticipation, Jones Road, named after a street in East Hampton, launches in the UK.
“I am a total Anglophile,” the legendary make-up artist tells Vogue over zoom. “I have a not-so-secret obsession with the UK. I love it. It’s my favourite place. And I’m just so excited because I know that this range is going to do really well, because it’s so timely.”
Welcome to Artist Spotlight #71 series on my blog.
Jones Road is exactly what you’d expect from the woman who invented the “no-make-up make-up” look back in the ’90s: a collection of clean, high-grade formulations designed with ease of use in mind. Only this time around, Brown wants us to wear even less.
“In the last four or five years, I realized how much less make-up I was wearing and how much better I looked,” she says. “My vision of make-up has changed, and I want to teach and inspire women how you don’t have to look like you’re wearing make-up.”
Three decades ago, no make-up make-up meant natural make-up. Now in 2021, Brown’s signature look has been distilled into just nine core products, including an inky black mascara, a face pencil that can blend away blemishes, an ultra lightweight lipgloss, and a light reflecting Miracle Balm that can be worn, well, anywhere you like.
“It’s a new way of empowerment,” Brown says of her minimalist edit. “I’m someone that thinks a lot. And, of course, I was like, oh my god, what if people say, ‘Oh, there’s hardly any make-up there.’ But it’s what I believed in, it’s what I wanted to stand for. And it’s what I really wanted to bring to the world.”
Earlier this year, the brand expanded to include five skincare products, a small collection of make-up brushes and some merch.
“Nothing is out of the question,” Brown says with a wry smile of the future of her new brand. “If something is interesting and cool, we’ll try it.” Until then, here are some fan favourites.
Aptly named Miracle Balm, this light-reflecting super balm provides a wash of soft-focus moisture. Incredibly easy to use and endlessly versatile, glide it over your cheeks, lips, or eyelids for a dewy glow or light tint. In fact, you can use it all over.
“The Miracle Balm is what ignited me to say, ‘Oh my god, this is different.’” Brown says. “I started giving my friends little pots of it and they would come back saying, ‘Please, sir, can I have some more?’ And I just knew I had something. It’s for people that don’t like a lot of make-up. Some days I only use the balm.”
Made with jojoba seed oil, argan oil and vitamin E, the Miracle Balm comes in four alluring shades: Au Naturel, Dusty Rose, Brown and Tawny. A must for summer.
The Face Pencil
“I can’t live without the Face Pencils,” Brown deadpans. “You know when you get that tired look under your eyes? As soon as I put on the Face Pencil I look better. And it doesn’t look like make-up. I could use it all over my face if I wanted to and I still wouldn’t look like I’m wearing make-up.”
Made with shea butter and castor seed oil, and available in 25 shades, this ultra blendable Face Pencil covers everything from redness to dark spots, corrects discoloration, and lightens the darkest of circles – all the while remaining imperceptible on the skin. Just spot it on and blend it down with your fingers.
It’s rare to find a lip gloss that delivers the perfect shine without becoming tacky. But Brown’s Cool Gloss does exactly that. Lightweight and moisturising, this plumping gloss practically melts on the mouth.
“I don’t like running around promoting that it’s clean, but it is,” Brown says. “I am a crazy health nut, I am a certified health coach. I am someone that really believes that good ingredients make the biggest difference in health, wellness, and just everything, from how it smells to how it feels.”
Made with shea butter, vitamin E, and peppermint oil – which gives it its cooling sensation – the gloss comes in a variety of shades and can even be dabbed over the cheeks for an extra shine.
When Brown talks about the Hippie Stick, she lights up. “The packaging is my favourite. The lab sent it to me and I just fell in love with it.” A universal balm that can be used all over the body (Brown flags the heels and elbows as being the most important), the face and even your hair, Hippie Stick is the moisturizer to end all moisturizers. Made from shea butter, sunflower seed oil and coconut oil, it’s lightweight, buttery and smells irresistible. What’s not to love?