“The Jones Road philosophy has always been about learning to love yourself, flaws and all, and using makeup to enhance your natural features,” Bobbi Brown writes me over email, revealing in her own words Jones Road’s secret sauce. “That was the philosophy when we launched in 2020, but it’s also been my lifelong ethos: Beauty is not only about how you look. It’s about how you feel you look. True beauty is about feeling good in your skin. Jones Road has supported this philosophy since it began.”

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Brown’s philosophy has long captured the hearts of cosmetics enthusiasts near and far. To be fair, she basically started the whole no-makeup makeup thing, carving out space in the beauty world for those of us that lean more minimalist, and want to use cosmetics to embrace what we already have, rather than masking, veiling, or transforming. So, when she launched Jones Road in 2020 four years after leaving her namesake brand, her fans came with her. And as it turns out, the community she’s cultivated and engaged continues to be integral to her success. These “direct distribution channels,” as Brown so eloquently puts it, are “untraditional-yet-creative endeavors that underscore the brand’s message and also builds community.” Take her Facebook group of nearly 80,000 subscribers called the JRB Roadies, for example, who roll with her every recommendation. Or the YouTube series she started in March entitled I Am Me, which streams conversations with inspirational women. “I’m also doing a lot more writing as a result of Jones Road,” she continues. Brown’s chronicled her journey in an upcoming memoir, Still Bobbi (out on September 23rd), and has even started a Substack.

It’s no surprise people want to hear what Brown has to say: she embodies her own ethos to a tee. “The reason our brand and products have such resonance is because we don’t follow trends,” she says. “The no-makeup makeup look is not a trend; I’ve been doing it in earnest for decades. It remains popular because it supports women in achieving the look that’s best for them, rather than trying to attain some external standard of beauty. It also encourages the embrace of a woman who is happy, confident, and accepting of themselves.”

Amid such a busy life, balancing various roles and time with loved ones, she has perfected her self-care routine by keeping beauty and wellness very simple. “When I get out of the shower, the first thing I put on is moisturizer,” she says. “Depending on how dry my skin feels, I use either our Light Moisturizer or the Jones Road Miracle Cream, and then I’ll apply sunscreen – a non-negotiable every day, not just in the summer. ” Then, after that, she might apply a bit of Just Enough Tinted Moisturizer for a light veil of coverage, and spot correct the under-eyes or redness with her Face Pencil, before a wash of Miracle Balm to the cheeks, black mascara, and tinted lip balm.