Bobbi Brown just launched a clean beauty line that focuses on a “no-makeup, makeup” approach

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Bobbi Brown — the makeup artist, not the entertainer — is gearing up for her next big encore.

Four years after her departure from her self-named brand, Bobbi Brown Cosmetics, Brown is now tapping into the clean beauty zeitgeist with a new line, Jones Road.

Jones Road is an edited clean collection of makeup products designed for all ages, skin types and skin tones.

Clean ingredients are important to Brown, who formulated Jones Road using clean beauty retailer Credo Beauty’s ingredient standards. “I wanted the products to feel good on — like really feel good on,” she explained to WWD.

Each piece in the Jones Road collection is available exclusively at jonesroadbeauty.com, and ranges in price from $22 for a lip gloss to $38 for Miracle Balm, Bobbi’s hero product.

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

Of course it begs the question, how does one follow up after launching a highly-successful makeup line? For Brown, the return to beauty was one measured with small, incremental steps.

“I never thought I’d come back to the cosmetics industry, but I’ve realized how much I love being a makeup artist — that’s what I studied in college. More than anything, I love doing makeup,” Brown told WWD. “I realized, ‘You know what, I still have it,’ and I have this idea that I really need to teach people.” 

“I honestly think people look better with less makeup,” she continued.

Of course, the industry has changed — Brown has noticed this change in other women, particularly younger ones. “People wear makeup differently now than they used to — it’s not about covering up every imperfection, it’s about how you could look better.” 

Brown hopes that other people, particularly millennials and Gen-Z consumers, will use Jones Road to tap into the less-makeup approach. And as for a brand muse? It’s none other than Phoebe Philo, the highly-revered British fashion designer who was previously creative director at Céline and Chloé.

According to her interview with the Wall Street Journal, Brown keeps a photo of Philo with no makeup on her desk and said, “My Ali MacGraw of the ’70s is now Phoebe Philo. I wanted Jones Road to be a cross between old Celine and Supreme, which is my aesthetic.”

Brown self-funded the line herself, and you can shop it, starting today. Here are some of the key products to note:

Shop: Miracle Balm, $38

Jones Road
Credit: Jones Road

Shop: The Mascara, $26

Jones Road
Credit: Jones Road

Shop: Cool Gloss, $22

Jones Road
Credit: Jones Road

Shop: Start-Up Kit, $68

Jones Road
Credit: Jones Road

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