In the makeup industry, clean beauty has been gaining popularity, with an increasing number of consumers opting for clean products. Bobbi Brown, a well-known figure in the industry, recognized this trend and launched Jones Road, a brand focused on makeup that enhances natural beauty. The philosophy behind Jones Road is to make products that make you look like you’re not wearing any makeup but simply look better. Since its inception in 2020, the brand has seen significant success, with over $100 million in sales in 2023. Recently, Jones Road opened its sixth store in Williamsburg, strategically located off the main street to attract customers regardless of foot traffic.
Jones Road’s retail spaces are more than just stores; they are curated experiences that reflect the local character while staying true to the brand’s values. Each store is designed in-house, with elements chosen to resonate with the local community. In the Williamsburg store, local designers created T-shirts and drawings of the Brooklyn Bridge to connect with the neighborhood. The company aims to foster a genuine connection between the brand and its community, providing customers with a personalized shopping experience.
The Williamsburg store, like other locations, offers makeup lessons and services for customers looking to elevate their beauty routine for events or everyday wear. Customers can book appointments or walk in to receive lessons from in-store makeup artists. The brand uses these interactions to build confidence in customers who may be familiar with the brand but need guidance on using the products. This approach helps customers feel more comfortable trying out new products and shades.
Jones Road’s retail expansion plans are strategic and focused on establishing a presence in areas with an existing customer base. The brand intends to introduce store-exclusive products to enhance the shopping experience and create more personal interactions with customers. While many makeup brands rely heavily on wholesale distribution, Jones Road maintains a direct-to-consumer approach, with only one wholesale account at Liberty. The brand’s commitment to integrity and focused distribution sets it apart in the competitive beauty industry.
Retail growth is a key focus for Jones Road, with plans to continue expanding in the Northeast and nationwide. While the brand currently has locations in several cities, no specific plans have been announced for future stores. With retail making up just under 10% of its business, Jones Road is taking a deliberate approach to growth, focusing on maintaining its unique brand identity and connection with customers. As the brand continues to evolve and carve out its niche in the beauty landscape, it remains committed to integrity, community engagement, and providing a personalized shopping experience for its customers.
