Inside Makeup Entrepreneur Bobbi Brown's latest beauty brand

Makeup mogul, Bobbi Brown 90, a pioneer of "no makeup" Looking at the early decades, I'm back with a new venture.

Her new brand, Jones Road, launched during the pandemic, is relatively based on the belief that the world doesn't need any more beauty products, just better beauty products. Offers a narrow range. A "clean" product formulated to eliminate potentially harmful ingredients such as parabens, phthalates, and sulfates. And, along with her less approach, many items in her new range are multifunctional-such as balms that can be applied to the cheeks, lips, and eyelids.

Jones Road is decades after Brown sold the label from which her name came, and years after she left her company.

Brand building

Brown entered the world of cosmetology for the first time as a make-up artist in the 1980s, when over-makeup looks were all the rage. did. "It was Studio 54, Liza Minnelli, Jerry Hall," Brown recalled in an interview with CNN. "I tried to do it, but it didn't work, so I thought,'Let's make people look more natural,'" she said.

Contrary to her trend, she bid on consumers for a more natural look, launched Bobby Brown in 1991, and was so successful that Estee Lauder knocked on the door just a few years later. I built a business. According to Brown, her then CEO Leonard Lauder told her that she was defeating the cosmetic giant in all of her major department stores. He invited Brown and her husband to dinner and asked if they could buy her brand. "We aren't for sale," she told him at the time, but in the end Lauder made an offer she couldn't refuse.

"When Leonard told me," If we could grow your business and promise you that you could do what you like "-and this is to me Arrived-'You keep doing everything creative, we do everything else. You will be a really good mom, have a family and will not spend your life traveling, "I said. He was the right partner at the right time, "Brown said.

She stayed in the brand for over 20 years after reported $ 74.5 million in sales, but eventually regrets her non-compete agreement signed by her. became. .. "I've always given my name only to what I believe in, which is one of the reasons I left the last brand," she said. "At the end of my tenure, I was forced to approve what I didn't have the opportunity to approve. I refused. I never give my name to something I don't believe in. It was. "

However, the non-compete obligation still remains for four years, and she finally has time to understand what she wants to do next.

'Empressing people'

In the second act, Brown returned to school to be certified as a health coach. "I didn't go back to school with a purpose. I had time to think about what I wanted to do for the first time in my life, so I went," she said. "I'm always healthy and foodie, so I went back to school and found a way to eat my favorite food healthier," she said, while she began to use less make-up. I did.

"Honestly, I stopped wearing it after I left the brand. I'm healthier, less stressed, and better looking," she said.

Brown can see what's happening on social media, and while many direct-selling cosmetology brands are emerging, there's a gap in the company's market that she's quietly starting to imagine. She said she confirmed that there was. Celine, when Phoebe Philo was there, and the best.

She launched the brand on October 26, 2020, when the non-compete obligation occurred.

Brown also uses the platform to cater to critics. One of her brand's foundations received negative feedback from online users. Some disliked the oil-based foundation being separated into containers, while others felt that coverage was inadequate. She responded with a series of videos defending the product and explaining how to mix it properly and how to apply it.

There have been many changes since Brown launched her first brand, but she seems to be embracing the opportunity to talk directly with consumers and share a positive beauty message. ..

"I believe in life. You have to use what you have and stop fighting who you are. I think people are the best of themselves. I really believe in empowering you to be a version of, "she said.

Top 5 Bobby Cosmetology Tips:

1. Laugh a lot and do

to make it look better. It can be water or herbal tea. There is a difference in mood

3. Mood is related to appearance, so instead of running and working, you yourself "Why am I not feeling well?" Make some lifestyle changes

4. Wear sunscreen and seat belts

5. Streamline your regime: just a few to apply Find some beauty products that take a minute

Update: This article was updated to clarify that Jones Road was first launched in October 2020. ..