Cult clean beauty brand Jones Road Beauty, founded by iconic makeup artist Bobbi Brown, has officially landed in Australia and New Zealand. Jones Road marks Brown’s return to the industry following her 2016 departure from her namesake brand. Developed after her non-compete with Estée Lauder Companies ended, Jones Road champions a minimalist, skincare-meets-makeup approach designed to enhance natural beauty without compromising on performance.

“Throughout my entire career, I have wanted women to embrace who they are,” Brown said. “Jones Road is about products that look like skin, feel like skincare and work on every face.”

Already a sensation in the US and UK, the brand’s Australian debut is expected to build a loyal local following. Hero products include:

  • Just Enough Tinted Moisturiser – a lightweight formula that hydrates and evens skin tone with a natural finish.
  • Miracle Balm – a versatile complexion enhancer that can be worn alone or layered over makeup for a dewy, radiant look.
  • The Hero Kit – a curated five-piece set for makeup minimalists, featuring Mini Miracle Balms, mascara, eye pencil, and eye cream.

The brand has grown rapidly since its 2020 launch, reportedly generating US$20 million in its first year and forecasting US$150 million in revenue for 2024. Miracle Balm alone now accounts for 30% of sales, with over one million units projected to sell this year.

Jones Road’s expansion continues alongside Brown’s I Am Me initiative – a campaign and YouTube series spotlighting empowering stories from women around the world, supported by JP Morgan.

With eyes on becoming Brown’s second billion-dollar brand, Jones Road enters the Australian and New Zealand market at a time when consumer demand for high-performance, clean beauty continues to rise.

Read the AUTUMN ’25 issue of Retail Beauty below:

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