Bobbi Brown Just Launched a New Makeup Brand, and We've Tried It All

Whether you're a makeup aficionado or take a more pared-back approach to beauty, I think it's a fairly safe bet to assume that you've heard of Bobbi Brown. The renowned makeup artist launched her eponymous makeup brand back in the early '90s, starting with a line of wearable lipsticks before releasing the now-cult Bobbi Brown Foundation Stick. Tired of the excessive, editorial-style makeup of the late '80s and early '90s, Brown's motivation was clear from the outset: simple, wearable products that slot effortlessly into your makeup bag and don't require makeup artistry levels of skill to look good. Since Brown parted ways with her namesake brand a few years back, the industry has been waiting with bated breath to see what she does next, and the time has finally arrived. Enter Jones Road.

Brown compares the products to a "Swiss army knife: easy, cool, multipurpose products that could be used to nail any look." And this approach is evident in the brand offering: a curated edit of makeup and skincare that doesn't overwhelm. Catering to all ages, skin tones and skin types, the modern formulations are free from things like sulphates, phthalates and petrolatum at a time when "clean beauty" is beginning to dominate the beauty landscape. So far, so intriguing. 


(Image credit: @hannahalmassi)

But while it all looks good on paper, how do the products really perform? To find out, we asked six willing editors to take Jones Road for a test run and share their thoughts. Keep scrolling for our honest reviews.

Hannah Almassi, Editor in Chief


(Image credit: @hannahalmassi)

The only other makeup I'm wearing here aside from Jones Road is Glossier Boy Brow (as I like my brows brushed upwards) and Glossier Lash Slick (the best no-mascara-mascara effect) because just a few key products from this new brand really work very hard.

Vanese Maddix, Freelance Beauty & Lifestyle Journalist and Who What Wear Contributor


(Image credit: @itsvanesem)

With so much hype surrounding the launch of Jones Road Beauty, I was excited to put the products to the test to see if they were truly worth the hype. Thankfully, most of the products passed with flying colours!

Elinor Block, Assistant Editor


(Image credit: @nellblock)

I love trying out new makeup products, and when a brand comes as hyped as Bobbi Brown’s Jones Road, it’s extra special. For full disclosure for this try-on, I do have on some tinted moisturiser and eyeliner (not from the brand), but I wanted to show you exactly how I would wear the makeup. 

Shannon Lawlor, Freelance Beauty Editor and Who What Wear Contributor 


(Image credit: @shannonlawlor)

I have genuinely never had such mixed feelings about a beauty collection. When I first heard about Jones Road launching, I was all over it. Makeup that champions real skin and a natural-looking finish? Sign me up!

Keeks Reid, Beauty Journalist and Who What Wear Contributor 


(Image credit: @keeksreid)

Bobbi Brown is one of the brands that was a backbone in my makeup routine growing up. My mum is a huge fan, so I ended up "borrowing” a lot of her products. So when I saw that Bobbi was launching a new range after stepping away from her eponymous brand, I was thrilled. The selection of products has a grown-up Glossier vibe: easy to apply and very tactile. 

Mica Ricketts, Beauty Editor


(Image credit: @micaricketts)

Since Jones Road launched in the U.S. late last year, I feel like I've been eagerly awaiting its arrival on UK soil. Bobbi Brown's ethos has always been about wearable makeup that looks good in real life, and her new brand is a real evolution of that mindset: versatile products with modern formulations. Oh, and let's not forget that incredibly chic packaging. Thankfully, the full collection is now available in the UK, and there are some real gems in the lineup.

Mica Ricketts