With her skin-toned lipsticks and shimmer brick bronzers, Brown has long touted a minimal, fresh-faced look that is also her own. While her new line has a similar aesthetic, it cannot come out under her own name. When she left Lauder, she relinquished the rights to use her name for another cosmetics brand. Instead, she’s calling it Jones Road, which she came up with while navigating around the Hamptons with Waze. “It’s the ultimate no-makeup makeup,” says Brown, 63. “You look better but not like you’re wearing anything.”
When Brown first entered the collective beauty consciousness, she was, for many reasons, an anomaly. A precursor to other successful makeup artist-founded lines—François Nars created Nars Cosmetics in 1994, and Laura Mercier started her namesake label in 1996—the Bobbi Brown brand had a natural aesthetic that ran counter to the theatrical, over-the-top stylings of, for example, M.A.C, which was gaining popularity at the time. Brown’s focus on a wide range of skin tones was also novel at the time. These days, however, makeup artist-backed lines are no longer an unusual concept (Kardashian go-to Mario Dedivanovic is a recent launch), nor is the idea of skin-tone inclusivity: Rihanna’s Fenty Beauty offers an extensive shade range. While beauty lines once relied on the department store for success, that traditional route has been upended by a direct-to-consumer approach. In 2015, Kylie Jenner released her signature lip kits online, announcing the launch on her social-media channels. Her first run of 15,000 units each sold out immediately, and, the following year, she upped the quantity to 500,000 each, which sold out in under ten minutes.
Photo: Bobbi Brown’s Personal Archives Brown has evolved to meet the demands of this new marketplace. Jones […]