Beauty Brand Spotlight: Jones Road Beauty

Jones Road is the newest clean makeup brand drop that’s making serious waves in the beauty industry. Despite their formulas being free of phythates, sulfates, petroleum, PEGs, EDTA, and BPA, they still deliver a high-performance application and day-to-night wearability. Keep reading for five more things you may not know about Jones Road Beauty.


1. There are seven categories you can shop on the Jones Road website (including apparel!)


The Jones Road miracle balm and face pencil are their top two bestselling products. The miracle balm comes in 9 beautiful shades users can wear alone or over top of foundation for an added glow. You can mix and match shades to tint, highlight, or bronze the skin. When it first launched, the product sold out in months after the stock was estimated to last two years.


The face pencil is very versatile. The product description lists that it can conceal dark spots, redness, or under-eye circles. It comes in 25 different shades and can be blended with a moisturizer to create a sheer coverage.


The mascara and Lip & Cheek along with other products went viral on TikTok selling out way faster than planned!




2. Jones Road Foundation (WTF) is a new category of foundation


Jones Road What The Foundation doesn’t really fit into the tinted moisturizer category or the traditional foundation category. It is sort of a hybrid of the two and unlike many other foundations on the market, it comes in a jar. I’m not 100% sure why they chose this packaging, but the formulation is thick, so it might be easier to control the amount of foundation you use at one time in this format. It also seems like it aligns more with a skincare product feel.



Jones Road sells a small metal spatula that is meant to remove the product from the jar. WTF can be applied with a brush, sponge, or your fingers, depending on your preference. If you’re not sure what shade to purchase, try out the Find My Shade quiz on their website to help identify your perfect WTF match.


3. Their flagship store is located in New Jersey


You can visit the Jones Road flagship store in Montclair, New Jersey, which is about an hour outside of Manhattan. At the store, friendly and professional makeup artists will help you find your shade and explain how to build a step-by-step makeup routine. You can test out all of their products in the store and see which ones are right for you.


Jones Road plans to open more standalone company-owned stores in the future. Currently, their only retailer outside of the JR website and flagship store is Credo Beauty.


4. The brand was founded by makeup artist icon Bobbi Brown


If you loved Bobbi Brown’s original makeup line, you’ll love Jones Road products. That’s because makeup artist icon and legend, Bobbi Brown, is the brains behind this growing clean beauty product line. In her own words, Brown’s philosophy is that the world doesn’t need more beauty products—it needs better ones. Her goal was to create a line of products that are easy to use and master and that work on any skin type and tone.



Bobbi Brown left her namesake makeup line in 2016 to work on starting Jones Road, which launched in 2020. The brand name comes from a road Brown passed in the Hamptons. Ever since launching, Brown has taken a very unconventional approach to building a cosmetics company in the 21st century. Jones Road currently employs only 12 people and they do not have a marketing or PR team. Brown refuses funding from outside investors so she can control the decision-making of the brand and the products they choose to launch.


"I wanted the makeup equivalent of a Swiss Army Knife: easy, cool, multi-purpose products that could be used to nail any look, whether it be no-makeup makeup or something with more drama."

- Founder Bobbi Brown



5. Jones Road products are for the no-makeup makeup lover


At first glance, it might seem like Jones Road targets a more mature audience since these users formerly used Bobbi Brown products. However, no matter if you’re young or old, Jones Road products will become a new staple in your kit if you’re a no-makeup makeup lover.

If you’re looking for a simple makeup routine with clean products and buildable coverage, you should add the Jones Road makeup line to your kit to achieve a flawless look every time!


For ideas on how to mix and match Jones Road products, application techniques, and makeup look inspiration, check out their Get The Look page here.