beauty
Bobbi ’ s Back With ANew Retail Shop
The makeup mogul ’ s Jones Road beauty line finds a first home in Montclair WRITTENBYCINDY SCHWEICH HANDLER
BROWN : AMY LOMBARD ; PRODUCTS : JONES ROAD
Bobbi Brown is not someone who likes alot of downtime . In the ’ 90s , the makeup artist to the stars launched the eponymous global beauty brand she eventually sold to Estée Lauder . After fully stepping away from Bobbi Brown Cosmetics in 2016 , she founded Evolution _ 18 , a supplements company dedicated to the proposition that beauty is abyproduct of wellness .
In fall 2020 , when her 25-year non-compete agreement with Estée Lauder expired , she was ready for her newfound freedom with Jones Road . Brown , alongtime resident and booster ofMontclair , describes the line of high-performance , clean cosmetics as “ the ultimate nomakeup makeup ” and abrand that follows “ guidelines even more stringent than those set by the E . U . toeliminate over 2,700 potentially harmful ingredients .” The face pencils , skin balm , glittering eye shadow and other products have only been available atJonesroadbeauty . com — until now .
Just asshe did with her first line ofcosmetics , Brown is opening the first brick-and-mortar retail shop devoted to the products inher hometown . The flagship Jones Road store is located at Walnut and Grove Streets in Montclair . “ The store is in afantastic location that ’ s walkable and has great organic traffic thanks to The Corner , Van Hook Cheese and the many other amazing businesses on Walnut Street ,” she says . “ And Montclair is where our customers are . They understand and appreciate what clean beauty means , and they might also know that I live here in town .”
Brown points out that she brings three decades ofexperience in the industry to Jones Road that she didn ’ t have when launching Bobbi Brown Cosmetics .“ Iknow so much more about everything from formulating products to launching anew business ,” she says . She says it ’ s liberating to no longer have to depend on department stores to sell products .
The Jones Road shop ’ s hometown location offers lots of advantages to her , too .
“ Being minutes from our first flagship store was apriority for me ,” she says . “ I want to build it , nurture it and bethere often . We are looking at the new Jones Road store asanopportunity to showcase our products and host events that bring people together in the space .” She says she also wants to use it as amakeup “ think tank ” where new ideas are incubated and products can be tested . “ With the store , Ican actually meet my customers and hear what they want next , and that ’ s really exciting to me ,” she says . ■
FRESH START Bobbi Brown describes her Jones Road beauty line as “ the ultimate no-makeup makeup .”
@ montclairmagazine MONTCLAIR MAGAZINE HOLIDAY 2021
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