Bobbi Brown’s new beauty brand, Jones Road, launched during the pandemic with the goal of creating an easy-to-use, high-efficiency clean-up look. “It’s a clean, simple look for every skin type and complexion, and you don’t need to be a makeup artist to use it,” says founder and makeup artist.
Brown is one of the biggest names in the beauty industry — she pioneered the “no-makeup” look before it became a trend, and for decades has helped people feel empowered by enhancing their natural beauty. My mom has been a big fan of her eponymous makeup line (Brown sold it in 1995 and left in 2016) since I was born, so I grew up on her blush powder on her dresser or stacked on lip gloss tubes Saw Brown’s name thrown in her purse. Now, with the Jones Road beauty going viral, Brown is reaching a new audience—still in the same spirit of creating a ‘less is more’ look that makes you feel comfortable and confident.
“Jones Road is for anyone who likes a natural, glowing look that will make you look like yourself on your best day,” says Brown. “Most women don’t want to go overboard with makeup – they want to make themselves look better. Most women don’t want to look trendy – they want beauty products that are clean, easy to apply and basically work. Jones Road is true to this Ideal. This sheer, naturally beautiful look now feels more modern than full face makeup.”
I tested Jones Road’s five new and best-selling makeup products, from TikTok’s famous What the Foundation to the surprisingly good cleansing mascara.
Jones Road and Creed $38
Jones Road’s bestseller Miracle Balm is the ultimate combination of skincare and makeup. An emollient-rich body cream—made with jojoba seed oil, argan oil, and vitamin E—melts into the face for a sheer layer of moisture and color. “It’s my go-to product because I immediately look better when I put it on,” says Brown. “It adds a wash of soft-focus moisture to enhance your skin. It also reflects light, so it adds a touch of radiance wherever you need it – cheeks, lids or lips.”
Of Miracle Balm’s nine shades, I tested it in Flushed (rose), Magic Hour (bronze shimmer), and Au Naturel (clear). The latter is more of a skin enhancer than anything else as it gives a glowing glow. With just a touch of blush, Flushed delivers the purest rosy shade. My favorite is Magic Hour, which I use as a highlighter after applying What the Foundation and The Best Blush. It blends beautifully with foundation and has a glowing finish that gives the effect of natural highlights. I can see why Miracle Balm is the most popular multi-purpose makeup product – the color is so sheer you can apply it anywhere you like, alone or layered over foundation. Remember to use your fingers or a beauty spatula to break up the surface of the lip balm the first time you use it. This can help you reach the softer parts of the formula, then warm up with your fingers before applying.
Jones Road and Creed $44
What foundation is the standout product that amazes me the most. It provides very natural light coverage, evens out my skin tone, and, dare I say, a dolphin skin effect in one product. I’m not usually a foundation wearer – I just wear a little under-eye concealer most of the time – and even when I test them at work, they end up on the bottom of a ton of makeup. However, this product has found a permanent place in my makeup bag. I tested both shades and found that beige is a perfect base tone for me, but in my summer tan, a few drops of medium help add some warmth. For application, I choose to blend it with my fingers, but it also works well with a thick makeup brush or makeup sponge. This creamy foundation looks like a tinted moisturizer and feels rich on skin thanks to a variety of natural oils and moisturizing ingredients like sodium hyaluronate.
Jones Road and Creed $25
The face pencil is another great example of Jones Road’s versatility. This is a handy concealer that covers redness, dark circles and blemishes. Brown says it’s a favorite with makeup artists who love the range of 25 shades and their blendability. I love it because it covers under the eyes and hides redness around the nose. I tested four shades – 7, 8, 9 and 10 – and found it very useful to have a few on hand. I use 7 (light with neutral undertones) to brighten the under-eye area and even get rid of redness around the nose, and 8 (light/medium with peach undertones) as a true color match for concealing blemishes .
Jones Road and Creed $28
This fall’s new arrival, The Best Blush, was created by Brown because she’s always had a great blush in her back pocket. “Pink blush is what I grew up with,” she shares. “Pink has always been my go-to as a makeup artist, and it’s just as important in my own beauty routine. You’ll find pink on my cheeks even on days when I don’t wear makeup…even if It’s a pinch that mimics a natural flush. It’s the easiest way to lift and strengthen your skin.”
Available in five rosy shades, this talc-free formula is lightweight and looks super natural, but it can also create more color. The squalane-infused powder can be applied to bare skin without looking chalky, or layered with Miracle Balm (“increases brightness,” says Brown). Rosy and Sandy are the best shades for me, which I apply easily with Jones Road’s blush brush. I also like to swipe some on my ring finger and then dab the color on my lids for an easy monochromatic look.
Jones Road and Creed $26
Brown says mascara is another MUA favorite. “It’s very difficult to make clean black mascara, but we seem to have mastered it,” she says. To be honest, I didn’t expect to love mascara as much as I do. For my stubborn straight lashes, a high performance mascara is needed to keep them lifted all day. The mascara’s oversized curved wand helps my lashes apply a large area with just one swipe, while the conditioning formula easily supports them and adds length. However, it’s not smudge proof for me, so I’ve found that the best way I can grow curly hair is to apply a first coat of mascara and then a coat of my favorite smudge proof mascara, 20/20 Beauty’s Clean Sweep Lashes paste.
Using the above products—except The Lip Tint, which is honorably mentioned in Nude Rose, and my favorite brow product—I was able to get my makeup done in under 10 minutes. The resulting look has become my default makeup look since I first tested the product, and I’ve recreated it for work events and date nights.
While I haven’t encountered any downsides that prevent me from fully engaging with any Jones Road products, there are a few things to know before trying them out for yourself. The light “no-makeup” look achieved by the collection doesn’t quite reflect how the product feels on the skin. Miracle Balm and What the Foundation feel especially rich and heavy — some reviewers noted the “sticky” feel — because their formulas contain emollients. I think I’d be happy to feel the extra layer of moisture in the cold winter months, but it takes some getting used to. There are also comments pointing to grainy textures in What the Foundation – I’ve experienced this in the Beige jar but not in Medium. I believe it has something to do with how the ingredients settle in the container, but I was able to massage the product without a problem and a little bit of the formula blended together with no trace. It’s also nice to see SPF in What the Foundation formulas, as similar tinted moisturizer products (like Ilia’s Super Skin Tint) have this benefit.
Makeup lovers who love the minimalist aesthetics and easy-to-use products of Ilia, Merit, Saie and Glossier will appreciate the versatility of Jones Road. The foundation products – The Face Pencil, What the Foundation and Miracle Balm – really make Jones road shine. They provide a seamless base for almost non-existent makeup looks, and complement not only other Jones Road products, but makeup from the aforementioned brands.
While Jones Road’s prices are slightly higher than other makeup-loving no-makeup brands, its products feel like makeup-professional tools thanks to Brown’s expertise. A performance-focused clean beauty brand (one that avoids 2,700 potentially harmful ingredients), products first and foremost feel like the makeup you’d find in a professional MUA kit – because that’s what they’re for. Brown created Jones Road to fill in the gaps in her own kit, and the result is quality makeup that pros and beginners alike can benefit from.
While we didn’t test it for this story, Jones Road also has a line of skincare products — so it has everything you could possibly need if you want to stay true to one brand in your beauty routine.
It’s clear that Brown has always had an intention to create high-performance makeup that works for everyone. Whether you’re shopping for your kids, yourself or your mom, Jones Road is suitable for any age, skin type or beauty routine. Best for those who prefer nature, you but better looking, these products are great for building confidence in your makeup skills and yourself.