The cruelty-free, clean beauty brand distils Bobbi's expertise into a collection of essentials for the "no-makeup makeup" look

Back in 2016, Bobbi Brown made the shocking decision to leave her eponymous beauty brand, owned by The Estée Lauder Companies after 25 years at its helm. According to the acclaimed makeup artist then, it was “not an overnight decision”.

“I was able to move into something I believe in 100 per cent and not have to argue with people about another contour palette that I refuse to do,” she told wellness platform Self.

Since then, she has moved into a more holistic pursuit of health and beauty, launching a series of books, a lifestyle platform JustBobbi, wellness supplement line Evolution_18, as well as wellness and design hotel The George.

Now, the wellness entrepreneur is making her foray back into the makeup industry, launching Jones Road Beauty, an edited collection of makeup essentials for all ages, skin types and skin tones.

“I created my original brand in the 90s. Things are different today,” said Brown in a press release. 

“Women shop differently; there is a new definition of what beauty is. Imperfect is beautiful. Jones Road celebrates that. It's the ultimate no-makeup makeup.”

Presenting itself as a clean, cruelty-free beauty brand, Jones Road’s products reportedly “adhere to standards even more stringent than those set by the European Union and are made without 2,700 potentially toxic ingredients, including parabens, phthalates, sulfates, PEGs, cyclic silicones, BPA, and EDTA.”

The brand was launched on October 26, 2020 with a debut collection of the Miracle Balm, a moisture-boosting and light-reflecting balm; The Mascara, an ultra-black volumising and lengthening mascara that doesn’t clump, flake or smear; Cool Gloss, a softening and plumping tinted gloss; Just A Sec eye shadow, a luminescent lid tint with a unique crease-proof formula; The Best Pencil, a highly pigmented eye pencil; The Best Eyeshadow, a pigmented smudge-proof shadow; and a start-up kit of Jones Road essentials in universally-flattering shades.

Jones Road products are exclusively available on its website, and currently only ships within the United States.