Jones Road is debuting its first full-coverage lipstick, The Classic Lip, in a dozen shades that mirror Bobbi Brown’s Lip Pencil lineup. The formula is clean, lightweight and non-drying, Brown describes it as her magnum opus for the brand she launched during the pandemic.
Brown says the idea came from customers who wore the lip pencils as lipstick and asked for a true lipstick. "People were wearing [the lip liners] as a lipstick. So when this idea came up to do the new classics, I said … well, we have the best range of lip pencils. Let’s do that," Brown says, adding that customers were requesting a full-coverage lipstick. "So, we re-created the colors of the lip pencils. You could wear them together to get more definition," Brown adds, or "put the lipstick on top of a full lined-in pencil, and it will keep it on longer." The new shades include nude pink, nude rose and rosewood, plus bolder hues like wine, coral and ruby. They are also made with skincare ingredients like peptides and vitamin E to smooth and condition lips. Layering Brown’s signature Cool Gloss on top is another option, she notes: "You really could create your own kind of formula."
Accompanying the launch is Jones Road's "Beauty Stories" campaign, which centers on people's first memories of makeup. Brown recalls her Nana with nostalgia, and the project invites Jones Road fans to share their stories on Instagram. The campaign also features Brown's toddler granddaughter, who often appears by her side during work, underscoring the full-circle nature of the launch.
To help fans pick a shade, Brown suggests looking at your natural lips and choosing colors that do not look orange or pale. "I’m a nude lip person — and I don’t mean beige. Like a mauve, nude color," she says, adding that while the Lippie Stick shade Me is her bespoke match, "you’ve really got to find one that really is the color of your lip." She notes that you can mix favorites to adjust pinkiness or muteness, but that shade can change from day to day as makeup reflects mood.
Brown says that for daily makeup, there’s no need for a full face. A routine that evens skin tone, fills in brows, adds a touch of blush and uses mascara and eyeliner for definition can be enough when time is short. "Anything makes a difference, right?" she quips.
Beyond the lipstick, Brown is also expanding her writing portfolio. She has written nine bestselling makeup books, and her first memoir, Still Bobbi: A Master Class in Leading an Authentic Life, hits shelves next week and is available for pre-order.
Brown's career spans more than three decades. After leaving her first company, she launched Jones Road during the pandemic and later rejoined the world of business while Estée Lauder, the company that acquired Bobbi Brown, is a part of her past. She helped renovate a historic hotel with her husband, Steven Plofker, and the couple has three sons. The Miracle Balm on Jones Road has a cult following.
Brown says it's never too late to pursue new ventures; "It's never too late," she quips, citing the idea of age being no barrier. She also hints at future products, including holiday 2025 launches and new Jones Road brick-and-mortar locations; she doesn't plan far beyond 2026.
According to her memoir, President Obama—who appointed her to the Advisory Committee for Trade Policy and Negotiations in 2010—used to call her "B Squared." She remains known for her authenticity, and, as ever, continues to shape Jones Road around that singular idea.
