Bobbi Brown’s new beauty brand, Jones Road, launched during the pandemic with the goal of creating high-performing, clean makeup that is easy to use. “It’s clean, simple makeup for every skin type and skin tone and you don’t need to be a makeup artist to use it,” the founder and makeup artist says.
Brown is one of the beauty industry’s greats — she pioneered the “no-makeup makeup” look before it became a trend and has helped people feel empowered by enhancing their natural beauty for decades. My mom has been a devotee of her eponymous makeup line (which Brown sold in 1995 and departed from in 2016) since I was born, so I grew up seeing Brown’s name on the blush compacts stacked on her vanity or on the tubes of lip gloss tossed in her purse. Now, with the virality of Jones Road beauty, Brown is reaching new audiences — still with the same ethos of creating less-is-more makeup looks that make you feel comfortable and confident.
“Jones Road is for anyone who loves a natural, luminescent look that makes you look like yourself on your very best day,” Brown says. “Most women don’t want to be overly made up — they want to use makeup to look better. And most women don’t want to look trendy — they want beauty products that are clean, easy to apply and that basically just work. Jones Road stays true to that ideal. That transparent, naturally beautiful look feels more modern right now than a full face of makeup.”
I tested six of Jones Road’s new and bestselling makeup products, from the TikTok-famous What the Foundation to the just-launched tinted setting powder.
Jones Road’s bestselling product, Miracle Balm, is the ultimate combination of skin care and makeup. The emollient-rich balm — made with jojoba seed oil, argan oil and vitamin E — melts into the face for a transparent layer of moisture and color. “It’s my go-to product because when I put it on, I instantly look better,” Brown says. “It adds a wash of soft-focus moisture to enhance your skin. It also reflects light so it adds a hint of glow wherever you need it — cheeks, eyelids or lips.”
Out of the nine shades Miracle Balm comes in, I tested it in Flushed (rosy tint), Magic Hour (bronze shimmer) and Au Naturel (clear). The latter is more of a skin enhancer than anything else, as it gives a glowy sheen. For just a hint of a blush tone, Flushed delivers the sheerest rosiness. My favorite out of the bunch is Magic Hour, which I use as a highlighter after applying the What the Foundation and The Best Blush. It blends with the foundation beautifully and it has a luminous finish that gives the effect of a natural highlight. I can see why Miracle Balm is a favorite multiuse makeup product — the color is so sheer that you can apply it wherever you please, and wear it alone or layered on top of foundation. Just remember to break the surface of the balm — with your finger or a beauty spatula — when you first use it. This helps you get to the softer part of the formula that you can then warm up with your fingers before applying.
The Face Pencil is another great example of Jones Road’s versatility. It’s a handy concealer pencil that covers redness, dark circles and blemishes. Brown says it’s a favorite among makeup artists, who love the range of 25 shades and its blendability. I love it for under-eye coverage and hiding redness around my nose. I tested four shades — 7, 8, 9 and 10 — and found that it’s quite useful to have a couple shades on hand. I use 7 (light with neutral undertones) to brighten the under-eye area and even out the redness around my nose, and 8 (light/medium with peach undertones) as a true color match for covering up imperfections.
Jones Road’s newest launch, the Tinted Face Powder, is for those looking for a soft matte finish. It comes in eight shades, ranging from light to dark skin tones, as well as translucent, yellow and pink options for a touch of color correction. The spring beauty launch comes just in time for the shine-inducing season of combatting humidity and sweat, and I found that it paired well with Jones Road’s other complexion products. The brand also launched a Powder Brush to make the application as easy as possible, and it’s the ideal combination of dense and fluffy.
Since the What the Foundation and Miracle Balm have dewy finishes, I was worried that the powder would look cakey on top and dull the luminous finish. Thankfully, it proved me wrong and instead gave a blurring effect that took away the shininess in my T-zone but kept my skin glowing. The Light shade was the closest match to my skin tone, but I found that I could get away with Medium if I was using bronzer, too.
I also played around with using the powder on days when I felt like forgoing foundation, using it only to set my concealer on my under-eye area and a swipe on my forehead to cancel my usual shine. Like Jones Road’s other complexion products, it succeeded at providing decent coverage while still looking natural. It gave a smooth finish (no creasing in sight!) and helped my concealer last all day. It even performed well on top of a cream-based blush and liquid highlighter, keeping my skin looking radiant but canceling out any unwanted shine.
The Best Blush was created by Brown because a great powder blush has always been in her back pocket. “Powder blush is what I grew up on,” she shares. “A pop of pink has always been my go-to as a makeup artist, and it has been just as important in my own beauty routine. Even on days when I’m not wearing makeup, you’ll find pink on my cheeks … even if it’s a pinch to mimic a natural flush. It’s the easiest way to lift and enhance the skin.”
Available in five rosy shades, the talc-free formula is light and looks super natural, but it’s also buildable for more of a punch of color. The squalane-infused powder can be worn on bare skin without looking chalky, or layered with the Miracle Balm (“for added luminosity,” according to Brown). Rosy and Sandy were the shades that worked best for me, and I used Jones Road’s Blush Brush for effortless application. I also like swiping some on my ring finger and tapping the color on my eyelids for an easy, monochrome makeup look.
Using the products above — in addition to the honorable mention of The Lip Tint in Nude Rose as well as my favorite brow products — I was able to do my makeup in under 10 minutes. The resulting look has admittedly become my default makeup since I first tested the products, and I’ve re-created it for work events and date nights alike.
While I didn’t experience any drawbacks that would keep me from reaching for any of the Jones Road products altogether, there are a couple things to know before trying it yourself. The light, “no-makeup makeup” look that the line achieves doesn’t quite reflect how the products feel on the skin. The Miracle Balm and What the Foundation specifically feel rich and heavy — some reviewers have noted a “sticky” feeling — since their formulas have emollient ingredients. I think I’ll appreciate feeling that extra layer of moisture in the cold winter months, but it takes some getting used to. There have also been reviews that note a grainy texture in the What the Foundation — I experienced this in the Beige jar but not the Medium. I believe this has to do with how the ingredients settle in the container, but I was able to massage the product in without any issues and the little bits of formula blended out without a trace. It would also be nice to see SPF in the What the Foundation formula, since similar products that act as a tinted moisturizer (like Ilia’s Super Skin Tint) have that benefit.
Makeup enthusiasts who like the minimalist aesthetic and easy-to-use products of Ilia, Merit, Saie and Glossier will love the versatility of Jones Road. The base products — The Face Pencil, What the Foundation and Miracle Balm — are really what makes Jones road shine. They provide a seamless foundation for the barely there makeup look, and play well not only with other Jones Road products but with makeup from the aforementioned brands too.
While Jones Road comes with a slightly higher price point than the other no-makeup makeup-loving brands, its products feel like makeup pro tools, thanks to Brown’s expertise. A clean beauty brand (the brand avoids 2,700 potentially harmful ingredients) with a focus on performance, the products first and foremost feel like makeup you would find in a professional MUA’s kit — because that’s what they were made for. Brown created Jones Road to fill a gap in her own kit, and the result is quality cosmetics that pros and beginners can benefit from.
And while we didn’t test it for this story, Jones Road also has a line of skin care — so if you like to stay loyal to one brand in your beauty routine, it has everything you might need.
It’s clear that Brown has been intentional with creating high-performing cosmetics that work for everyone. Whether you’re shopping for your teen, yourself or your mom, Jones Road is adaptable to any age, skin type or beauty routine. Best for those who love a natural, you-but-better look, the products are great for building confidence in your makeup skills and yourself.