In her recent IGTV video, Bobbi said that the brand has been a huge passion project for her. “It’s about helping people understand how health and wellness is the most important thing, and using makeup just so you look better.”
Jones Road was build upon the philosophy that the world doesn’t need more beauty products but it does need better ones. And by better, Bobbi means clean (no phthalates, sulfates, petrolatum, PEGs, cyclic silicones, EDTA, or BPA), strategic, performance formulas that work on every skin type and tone, and are simple to apply. “When I say performance I don’t mean they stay on for four days, I mean that they work,” she said.
Currently, the range consists of a few core products, including her Miracle Gel. “It really is a miracle,” she said. “It is so versatile, it can be used on cheeks, lips and eyes for a boost of colour.”
Available in four shades from clear to bronze to a ruddy brown, Miracle Gel is glowy, blendable and can be described as a hybrid between moisturiser and a soft wash of colour.
Bobbi Brown has always been known for her signature smoky eye, so it only makes sense that Jones Road would offer a few expertly curated eye products. There’s a mascara, which is soft, buildable and non-flaky. With all the attention to detail you would expect from an internationally renowned makeup artist, the brush is perfectly curved to facilitate easy application, including lashes in the outer corners. “It stays on all day with no flaking, but then when I decide to take it off, it can remove it easily with water.”
Then there’s the eye pencil, aptly named The Best Eye Pencil. It’s precise and packed with pigment. “It glides on and stays on,” she said.
Finally, there’s The Best Eyeshadow, which is available in a universal dark brown. “It works for everybody,” Bobbi said. “You can draw a line with it, fill in your brows with it, cover grey hair or use a fluffy brush and diffuse it.”
While the range is currently only available in the USA, we’ll be watching closely for the moment Bobbi brings her brilliance to the UK.