Jones Road beauty is a collection of clean, high-grade formulations designed for all ages, skin types, and tones. Created by iconic makeup artist and entrepreneur, Bobbi Brown, the collection includes makeup, skincare, haircare, and brushes. The brand is sold exclusively through jonesroadbeauty.com and in our two flagship store locations in New York City and Montclair, NJ. In the UK, Jones Road is exclusively at Liberty.
Founder: Bobbi Brown
Founded: October 2020
2023 Full Year Expected Revenue Range: $100 to $125MM
Categories: Color Cosmetics, Skincare, Fragrance
Distribution Channel: DTC
Funding Rounds: Self-Funded
What are some of your key business initiatives for 2023?
1) Double revenue in 2023, 2) open more Jones Road Beauty store locations in the US, and 3) expand our international distribution.
What are you most proud of having accomplished?
Creating a clean beauty brand that is resonating with consumers of all ages, skin tones, and skin types.
Bobbi: Going back to my roots as a makeup artist and using my platform to teach women that they don't have to change anything about themselves because they are beautiful as they are. My mission is to help people look like themselves on their very best days and to bring every woman to the realization that the most powerful and effective beauty product of all is confidence.
Cody: That we did more in EBITA in 2022 than we did in revenues in 2021.
What has been the biggest surprise since the brand was founded?
The power and reach of TikTok. Bobbi started using the platform in January 2022 as an educational tool and within days it quadrupled our business. We also realized that TikTok is not just for kids and young people—women in their 40s, 50s, 60s, and beyond are on TikTok and they are passionate beauty consumers.
What aspect of your brand DNA fuels your competitive advantage?
Bobbi is the differentiator. She's been a makeup artist for 40 years and is the OG of makeup artist-led brands. She knows formulas. She has a proven track record of building billion dollar brands, and she's a natural born content creator and was doing it long before social media existed. Bobbi's four decades of experience as a makeup artist, entrepreneur, and trusted voice is the Jones Road advantage.
Please share your insight on the future of the beauty industry.
There is so much science and innovation happening in the beauty industry, which makes product development extremely exciting. But because consumers are so educated now on ingredients, this is a point of entry, not of differentiation. The bar is higher than ever that the industry deliver clean products that are both efficacious and beautiful.
What is the best piece of advice you’ve been given?
Bobbi: Don't ask for permission—ask for forgiveness later. Advice from Leonard Lauder.
Paying it forward, what advice would you give to someone contemplating launching a beauty brand?
Stop everything you're doing and start making some products that you, your family, and friends can start testing right now. We meet many smart entrepreneurs who want to launch a beauty brand, but they show us their marketing plan and pitch decks before they've even started creating a product. In beauty, formulations are key. Create a product that works. Use the best ingredients you can and make sure it delivers on the promise of improving someone's life in some way.
If you could change one thing in the beauty industry, what would it be?
More than ever, consumers need to hear authentic and positive messages around beauty on social media versus all the negativity that seems to dominate it. We have the power to flip the script and start a new dialog around beauty, self-empowerment, confidence, and embracing who we are.
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