Jones Road Beauty

Jones Road Beauty is an American brand founded by Bobbi Brown, arguably the single most influential makeup artist of the last forty years, and it exists because she wanted to start again. Having left her namesake company in 2016, she launched Jones Road around a deceptively simple thesis: the world does not need more beauty products, it needs better ones. Based in Montclair, New Jersey, the brand is built on what it calls no-makeup makeup. Products are described as the makeup equivalent of a Swiss Army knife, easy, cool and multi-purpose, and the flagship Miracle Balm has become one of the most recognisable complexion products of recent years. The approach is minimalist by design: a short routine of forgiving formulas rather than a full kit. Formulations are clean, strategic and high-grade, and the exclusion list is specific. Products are paraben-free, sulfate-free and talc-free, and are made without phthalates, PEGs, EDTA, BPA and cyclic silicones. They are formulated without gluten, though the brand is candid that manufacturing does not take place in gluten-free facilities. Jones Road is Leaping Bunny Certified cruelty-free. Several products including the tinted moisturiser, mascara, gel liner, most skincare and all brushes are vegan, while others contain beeswax or carmine, which the brand states clearly rather than obscuring. Unit cartons use one hundred percent recyclable FSC-certified post-consumer fibre, and products are made in the United States, Canada and Germany. The brand also runs physical stores where its famously forgiving shades can be matched in person rather than guessed at online. Priced mid-range, it remains a benchmark for everyday, women-owned American beauty.