Makeup Entrepreneur Bobbi Brown Has Launched a New Beauty Brand

Bobbi Brown, the makeup mogul who pioneered the “no makeup makeup” look in the early 90s, is back at it with a new venture. 

Based on the belief that the world “doesn’t need more beauty products, it just needs better beauty products,” her new brand, Jones Road, which she launchred during the pandemic, offers a relatively small range of “clean” products, formulated to eliminate potentially harmful ingredients such as parabens, phthalates and sulfates. And, in keeping with her less-is-more approach, many items in her new range are multifunctional — such as a balm that can be applied to cheeks, lips and eyelids. 

Jones Road comes decades after Brown sold her namesake label and years after she exited the company.

Welcome to Artist Spotlight #85 series on my blog.

Building a brand

Brown first entered the beauty world in the 1980s as a makeup artist when the overly made-up look was in vogue. “It was Studio 54, Liza Minnelli, Jerry Hall,” recalled Brown during an interview with CNN. “I tried to do that and it didn’t work. So I thought, ‘let me make people look more natural,'” she said. 

Bucking the trend, she bid on consumers wanting a more natural look and launched Bobbi Brown in 1991, building a business that was so successful that Estée Lauder came knocking on her door just a few years later. According to Brown, the then CEO Leonard Lauder called to tell her she was beating the cosmetics giant in all the major department stores. He invited Brown and her husband over for dinner and asked if he could buy the brand. “We aren’t for sale,” she told him at the time, but eventually Lauder made an offer she couldn’t refuse. 

When Leonard said to me, ‘what if I can promise you that we can grow your business and you could do what you love’ — and this got to me — ‘you keep doing all of the creative, we do everything else and you can be a really good mom and have your family and not spend your life traveling,’ I said OK. He was the right partner at the right time,” Brown said.

She stayed on at the brand for more than two decades after the reported $74.5 million sale but eventually came to regret a non-compete agreement she had signed, which would bar her from launching any new beauty brands for 25 years. “I’ve always only put my name on things I believe in. It is one of the reasons I left the last brand,” she said. “At the end of my tenure I was forced into approving things that I never had a chance to approve. I refused. I never put my name on something that I don’t believe in.” 

But there were still four years left on the non-compete agreement and she finally had the luxury of time to figure out what she wanted to do next.

‘Empowering people’

In her second act, Brown went back to school to get certified as a health coach. “I didn’t go back to school with a purpose. I went because it was the first time in my life I had time to think of what I wanted to do,” she said. “I’ve always been a health nut and a foodie so going back to school I figured out healthier ways to eat food that I love.” During that time she said she started wearing even less make up. 

Honestly, I sort of stopped wearing it after I left the brand. I was getting healthier, I was less stressed, and I looked better,” she said. 

Brown said she could see what was happening on social media with the many direct-to-consumer beauty brands emerging but saw a gap in the market for the company she was quietly starting to envision which was “somewhere between old Celine, when Phoebe Philo was there, and Supreme.”

She launched the brand on October 26, 2020, the day her non-compete was up.

Brown joined Tiktok in January this year, posting videos with straight-talking advice, including tips for people who are over 50. In one video she makes a case against contouring — a makeup technique used to define and shape certain facial features — asking, “why would you want to contour your nose?” while explaining how she learned to embrace her natural features.

Brown has also used the platform to address critics. One of the brand’s foundations had received some negative feedback from users online — some didn’t like that the oil-based foundation separated in its container, others felt the coverage wasn’t enough. She responded with a series of videos defending the product and explaining how to mix it properly and how to apply it. 

A lot has changed since Brown launched her first brand, but she appears to be embracing the opportunity to talk directly to consumers and share positive beauty messages. 

I believe in life, you have to use what you have and stop fighting who you are,” she said, “I really believe in empowering people to be the best versions of themselves.”

Bobbi’s Top 5 Beauty Tips:

1. Smile a lot, you just look so much better when you do!

2. Hydrate yourself, I don’t care if it’s water or herbal tea — it makes such a difference in how you feel.

3. How you feel is tied to how you look, so instead of running to get work done, ask yourself “why don’t I feel good?” and make some changes to your lifestyle.

4. Wear sunscreen and wear a seatbelt.

5. Streamline your regime: Find a few beauty products that take you just a few minutes to apply that make you feel good no matter what, where and when.

CNN

5 Beauty Pros Share Their Go-To Products—And Why Makeup Should Be For All

If you’re a beauty junkie, you know that navigating the world of makeup can be a pretty overwhelming experience. Whether you’re in the market for a new concealer, translucent powder, or setting spray, there seems to be a million options for each—who has time to test them all and find the very best one? Luckily, that’s what beauty pros are for.

Vogue reached out to five noteworthy influencers and makeup artists who are all gaining large followings for their stellar makeup looks.  This includes Neon MUA and Robert Welsh—both of whom create colorful eyeshadow looks like no other—and Wayne Goss, who has nearly 4 million followers on YouTube. If you’re a Lil Nas X fan, you may also recognize Anthony H. Nguyen’s work: He serves as the rapper’s makeup artist, and has created many of his memorable red carpet and video looks (like this graphic liner for the “Montero” video). Meanwhile, Shantanu Dhope—whose Instagram tagline is “Brown Boys wear makeup too”—also creates eye-catching beauty looks that incorporate his Desi culture.

Welcome to Artist Spotlight #64 series on my blog.

Beyond simply creating enchanting looks, these pros are also proving makeup is truly for all—whether female, male, or nonbinary. Dhope, for instance, says he proudly wears makeup because, “I feel we do not have enough brown skin representation in the beauty industry, especially brown men wearing makeup. In India, a boy wearing makeup is still a very new concept, and a lot of people consider it to be a taboo.” Goss also specifically encourages men who are new to makeup to experiment and have fun with it. “When it comes to makeup, most men tend to want to enhance their looks without anyone knowing they’re wearing any,” says Goss. His tip to achieving the perfect beginner look? “Make sure you apply ‘little’ and avoid over-application. Less is more. And never be afraid of blush—healthy skin has some color to it.”

Below, read on for these five beauty artists’s top products for everyone to try.

Neon MUA

Call me biased, but my collection of face palettes with Midas Cosmetics is something that everyone needs in their kit. These palettes are pigmented, buttery, and most importantly, they have the range. My focus with creating this collection was to make sure that everyone can have access to effective contours and bronzers, whether you are fair and need products that don’t run orange, or if you’re deeply rich and are tired of not having access to contours and bronzers that actually show up on your complexion.

Buy on their website $42

Urban Decay All Nighter Waterproof Setting Powder

This is a recent must-have for me. I love this powder because it is truly translucent. The All Nighter collection is known for being waterproof and locking in your makeup for hours, so being able to finally have a product that helps with sweat and shine that is also a true translucent powder is a gift from the makeup gods.

Buy at Sephora $34

NARS Natural Radiant Longwear Foundation

I will always love NARS foundations because they have such a wide range of shades and undertones, plus their formula is always top-tier. Out of all of the NARS foundations, this is the one that I always find myself reaching for, because it offers a nice amount of coverage without looking cakey, while also giving you the natural, healthy glow that everyone wants.

Buy at Sephora $49

Lunar Beauty Strawberry Dream Palette

MannyMUA in my honest opinion has one of the most impressive influencer brands in beauty, because he’s not afraid to play with color and concepts. All of his palettes are truly impressive (especially his revamped Life’s A Drag Facelift palette), but if there’s one palette that I will also grab, it’s the Strawberry Dream palette. Reds and blues are some of the hardest colors to work with in terms of shadows, yet these shades are so pigmented and blend like a dream. Everyone needs this palette.

Buy on their website $48

Robert Welsh

Glossier Brow Flick

With the classic technique of soap brows becoming a more recent trend, and many brands releasing their version of brow grooming waxes, this is one of the only brow products I have found that draws smoothly and precisely over a waxy texture. After grooming brows into that fluffy look, this pen is also perfect to draw strokes of hair on the brows, without losing the overall look.

Buy on their website $22

Lisa Eldridge Elevated Glow Highlighter

I find a lot of highlighters can look textured or obvious on the skin—either because they contain glitter, or because the shades are slightly off, with a metallic finish. This highlighter is the complete opposite. There are multiple different shades that complement skin tone, instead of the highlighter being just pink or gold for example. When applying this highlighter, you notice how it effortlessly blends, and almost becomes one with your skin. And because it’s buildable, you can start at a natural “glowing from within” to a more dramatic glow.

Buy on their website $27

By BeautyBay Eyeshadows

Beauty Bay has always been a go-to destination for me when looking to try new products and brands, as they offer everything from drugstore to high-end products. Their own brand’s eyeshadows, at drugstore prices, offer high-end quality. Every texture, matte, shimmer, and glitter are extremely pigmented and blend beautifully. They all have an almost creamy texture that is easy to build, and are a pleasure to use when creating a makeup look. 

Buy on their website $24

Patrick Ta Major Sculpt Crème Contour & Powder Bronzer Duo

One thing I get asked a lot is “what’s the difference between bronzer and contour?” These compacts are the perfect representation of what a bronzer and contour should be. The bronzing powder provides just the right amount of “sun-kissed” without being orange, and the cream contour shades create the perfect ‘bone structure-mimicking’ contour colour, which blends naturally into the skin. If you’ve had trouble finding your perfect contour shade before, or perhaps are intimidated by the idea of contouring, this product is the perfect place to start, and stick with.

Buy at Sephora $38

Shantanu Dhope

Fenty Beauty Pro Filt’r Concealer

I love this product a lot because it gives me an amazing amount of coverage with very little product. It is great for making my under eye area look bright and awake with a flawless finish. 

Buy at Sephora $26

Laura Mercier Translucent Loose Setting Powder

This has been my go-to setting powder for the longest time because it sets my concealer in place without creasing and mattifies the oily areas of my face without feeling heavy. 

Buy at ULTA $39

Morphe Continuous Setting Mist

This mist just refreshes my makeup and makes my skin look and feel hydrated throughout the day. Its like an instant touch up to make my skin dewy. 

Buy at ULTA $16

Anastasia Beverly Hills Dip Brow Gel

I cannot leave my house without grooming my eyebrows. I just run this product quickly through my brows to give me a clean and fresh looking brow. It gives me the right amount of color without looking over done. 

Buy at Sephora $20

Anthony H. Nguyen

KVD Beauty Tattoo Liner

This is the most jet-black, fine-tip liquid liner I go to when I need something to stay put without smudging or creasing!

Buy at Sephora $21

KVD Beauty Lock It Setting Spray

This setting spray is hands down the best insurance for securing all-day wear for your makeup. Helps with less touch ups!

Buy at ULTA $29

Blot Film

It can be anything from Clean & Clear to the Target dupe. I love taking away oil and shine without having to add more product on top when not needed.

Buy on Amazon $11

Ardell Individual Lashes

You can always count on individual lashes to create the most natural lash effect without weighing down your eye, plus it’s super comfortable.

Buy at ULTA $6

Wayne Goss

Wayne Goss Radiance Boosting Bronzer 

Bronzer adds a healthy glow to the skin that isn’t obvious or adds texture.

Buy at Beautylish $61

Wayne Goss Weightless Veil Blush

While I know this often feels like a feminine product, adding “red” or a “flushed” look to the skin gives everyone that instant healthy been-outside look.

Buy on Beautylish $61

Nars Radiant Creamy Concealer 

Use concealer with caution. If using to cover a pimple, it must match exactly, otherwise you’re highlighting it! Used under the eyes, stay within the darkness only—it should be invisible.

Buy at Sephora $30

RCMA No Color Powder 

I like both loose or pressed. Keeps shine at bay all day long. 

Buy at Beautylish $19

VOGUE ARTICLE