Bobbi Brown’s cult favorite brand is taking up residence in Buckhead Village.
Big news for Buckhead beauty buffs: Clean, no-fuss beauty brand Jones Road is coming to the neighborhood. The company is the brainchild of famed makeup artist Bobbi Brown and her second brand. She sold her original eponymous line to the Estée Lauder Companies in 1995 and walked away from it completely in 2016.
When the 1,800-square foot store opens on Bolling Way at the end of summer, it will sit across from the new Jeffrey boutique in a space formally occupied by BAPE. The corner spot means an interior with lots of natural light, ideal for a beauty space. “Bobbi’s vibe is industrial chic, and the store reflects the things she loves,” says Juliet Baker, vice president of retail. That means table legs made from heavy black pipes, tabletops of black marble and makeup displayed on thick concrete pavers.
There are white oak accent walls and a color palette of black and white. These strong implements juxtapose the delicate, bone colored product packaging and a statement photo collage wall that transports customers into Brown’s photo shoot days of the past.
Everyone who works at Jones Road is a licensed makeup artist, making each shopping trip an experiential one for customers. Shoppers can expect one-on-one time with an artist who can walk you through how to use any of the products and shade match brand newbies. That means even if you’re only in the store for blush, you’ll go home with a list of skillfully matched shades for every product in the Jones Road line.
Brown unveiled the products in October 2020 in the midst of the pandemic. Despite everyone telling her she was crazy, she was determined to launch the day her non-compete with Estée Lauder ended. It turns out the timing was perfect. “I wanted to create a clean, easy-to-use collection of essentials, and we launched with six multitasking products that I used every day for my own makeup,” said Brown in an email interview. “Everyone was working from home, communicating on Zoom, and no one was wearing much makeup, but they wanted to look healthy and glowing. So the simple approach really struck a nerve, and within our first week, we knew we were onto something.”
The product line has expanded from an original six products, but one became a cult favorite: the Miracle Balm, a hydrating, light reflecting balm that comes in 15 shades, including a pearly clear, and can be used as a highlighter, blush, bronzer or solo for a healthy glow.
For Brown, it’s a must-have. “It’s a unique, game-changing product, and if you can only try one product from the line, it has to be Miracle Balm.” She also recommends the Just Enough Tinted Moisturizer specifically for Atlanta’s climate. “It’s perfect for hot, humid weather because it’s light but gives the skin just enough coverage,” she adds.
Another hot (literally) Brown tip? “If you get shiny in the heat, brush a bit of our finely milled Tinted Face Powder onto your face and neck. It’s lightweight, minimizes shine and never creases or collects in fine lines.”
JONES ROAD
jonesroadbeauty.com
@jonesroadbeauty
