Bobbi Brown has spent decades shaping the way we think about makeup. After building her namesake beauty brand into an industry powerhouse (and leaving the company in the hands of Estée Lauder in 2016), the legendary makeup artist returned to the business in 2020 with Jones Road Beauty. The line is built around her longstanding philosophy that makeup should make you look like yourself, only better. (She’s anti-contour for a reason.)
In the last six years, Brown has expanded the brand into solid range of easy-to-use, multi-purpose products, some of which have gone TikTok-viral (including What the Foundation and Miracle Balm). Jones Road Beauty also bet big on brick-and-mortar; there are 18 store locations, with 20 total expected by the end of 2026.
Photo: Courtesy of Jones Road Beauty
We caught up with Brown at her newest location in Santa Monica, CA, where she was hosting a community masterclass with her latest launches, Wide Awake Brightening Concealer and Neutralizer. Below, she discusses her aversion to trends, advice for beauty founders and thoughts on Sephora tweens.
What are Jones Road Beauty’s top products right now?
The first five or six are complexion products. I’m not surprised. It’s What the Foundation, Miracle Balm, our Face Pencils, Just Enough Tinted Moisturizer and our Foundation Stick.
What’s special about Wide Awake Brightening Concealer?
It really does cover but it feels like you have nothing on. It has an eight-hour wear claim, it doesn’t crease and it really covers dark circles. And if you don’t know what a neutralizer is, it’s a color — pink or peach — that gets rid of darkness because some people have purple, some have green, some have brown, some even have white under their eyes. You neutralize it first and then you lighten it up with a concealer and you look wide awake.
With the beauty landscape changing so quickly, how do you keep a brand relevant?
My philosophy is: do what is right, do what you believe in and don’t chase trends. I know there was a trend that mascara is out. Mascara’s not out.
What’s different about building a brand now vs in the 1990s?
There’s so much different about building a brand the second time around, especially in 2026. First of all, social media is your friend. It is a great way to know what’s happening. It’s a great way to tell people what’s happening and it doesn’t cost a lot of money. You just talk into the camera and you tell people the truth.
What’s your advice to new founders?
You already founded a company; just calm down. Just breathe. And just really know that it takes time to learn the business, to learn what works, to learn what doesn’t; and if things don’t work for a second, don’t panic. Take a break and really think about what you could have done better and what you can do now.
You’re also an author of teen beauty books. What do you think about teen beauty today?
Every decade, things change. I’ve written two books for teenage girls and it’s amazing when you go into one of the stores, especially Sephora and Ulta, and you see these 10- and 11-year-old kids with their dads on a weekend, which is really adorable, coming to look for the next retinol cream. I didn’t know what a retinol cream was. I still don’t know what a retinol cream is! I think there are good things and bad things about everything and as long as you’re focused on the right things — taking care of yourself, being nice to people — that’s the advice you give to teens.
What’s your beauty industry hot take?
There are so many brands out there. Do your homework. Know what you like. And by the way, don’t [let] anyone force you to buy anything you don’t want to.
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