Makeup entrepreneur Bobbi Brown has launched a new beauty brand

Written by Valentina Di Donato, CNN

Bobbi Brown, the makeup mogul who pioneered the ‘no makeup’ look in the early 90s, is back with a new adventure.

Based on the belief that the world “doesn’t need more beauty products, it just needs better beauty products,” its new brand, Jones Road, offers a relatively small range of “clean” products, formulated to potentially eliminate ingredients. harmful such as parabens, phthalates and sulphates. And, in keeping with its less-is-more approach, many items in its new range are multifunctional, such as a balm that can be applied to cheeks, lips and eyelids.

Jones Road comes decades after Brown sold his namesake label and years after he left the company.

Building a brand

Brown first entered the beauty world in the 1980s as a makeup artist, when the overly made-up look was in vogue. “She was Studio 54, Liza Minnelli, Jerry Hall,” Brown recalled during an interview at a press launch for her brand. “I tried to do it and it didn’t work. So I thought, ‘Make me look more natural,'” she said.

Going against the trend, he made an offer on consumers who wanted a more natural look and launched Bobbi Brown in 1991, building a business that was so successful that Estée Lauder knocked on his door just a few years later. According to Brown, then CEO Leonard Lauder called to tell her that she was beating the cosmetics giant in every major department store. He invited Brown and her husband to dinner and asked if she could buy the brand. “We’re not for sale,” he told him she at that moment, but in the end Lauder made an offer he couldn’t refuse.

“When Leonard said to me, ‘what if I could promise you that we can grow your business and you could do what you love’ – and this came to me – ‘keep doing all the creativity, we do everything else and you can be a really good mom and having your own family and not spending your life traveling, “I said OK. He was the right partner at the right time, ”Brown said.

She remained in the brand for more than two decades after the $ 74.5 million sale, but ultimately regretted a non-compete deal she had signed that would have prevented her from launching new beauty brands for 25 years. “I’ve always only put my name on things I believe in. It’s one of the reasons I left the latest mark,” she said. “At the end of my term I was forced to approve things that I never had a chance to approve. I refused. I never put my name on something I don’t believe in.”

But the non-compete agreement was still four years away and he finally had the luxury of time to figure out what he wanted to do next.

“Empowering People”

In her second act, Brown went back to school to get certified as a health coach. “I didn’t go back to school with a purpose. I went there because it was the first time in my life that I had time to think about what I wanted to do,” she said. “I’ve always been a health fanatic and a foodie, so back to school I found healthier ways to eat the food I love.” During that time she said she started wearing even less makeup.

“Honestly, I stopped wearing it after I left the brand. I was getting healthier, I was less stressed and I was better,” she said.

Brown said he could see what was happening on social media with the emergence of the numerous direct-to-consumer beauty brands, but he saw a gap in the market for the company that was quietly starting to imagine it was “somewhere in between. old Celine, when Phoebe Philo was there, and Supreme. ”

It launched the brand on October 26, the day its non-competition ended.

Brown joined Tiktok in January of this year, posting videos with candid advice, including tips for people over 50. In one video she opposes contouring, a makeup technique used to define and shape certain facial features, asking, “Why would you want to contour your nose?” her as she explains how she learned to embrace her natural features.

Brown is now seizing the opportunity to speak directly with consumers. Credit: Jones Road beauty

Brown also used the platform to address critics. One of the foundations of the brand had received some negative feedback from users online: some did not like the oil-based foundation to separate in its container, others felt that the coverage was not enough. He responded with a series of videos defending the product and explaining how to mix it properly and how to apply it.

A lot has changed since Brown launched his first brand, but he seems to be seizing the opportunity to speak directly with consumers and share positive beauty messages.

“I believe in life, you have to use what you have and stop fighting who you are,” he said, “I really believe in empowering people to be the best version of themselves.”

Bobbi’s Top 5 Beauty Tips:

1. Smile a lot, you look a lot better when you do

2. Hydrate, I don’t care if it’s water or herbal tea – it makes such a difference in how you feel

3. How you feel is related to your appearance, so instead of rushing to get the job done, ask yourself “why am I not feeling well?” and make some changes to your lifestyle

4. Wear sunscreen and wear a seat belt

5. Simplify your regimen: find some beauty products that only take a few minutes to apply and that make you feel good no matter what, where and when