Case Studies

Jones Road: The Minimalist Beauty Brand with Maximum Impact

Bibiana Obahor
October 12, 2023
image credit β€” jones road
Where bold colours and heavy coverage once reigned supreme, Bobbi Brown's Jones Road stands out as a beacon of minimalism and authenticity. Launched in 2020, this scrappy startup has not only weathered the challenges of the beauty industry but has also redefined the way we think about beauty branding. In an industry known for trends and rapid changes, Jones Road's steadfast commitment to authenticity and minimalism shines as a refreshing and enduring brand in the world of beauty...

A Different Kind of Beauty Brand

Jones Road is not your typical beauty brand. Bobbi Brown's commitment to creating something unique and authentic has set it apart from the competition. Brown's journey with Jones Road began after her 25-year non-compete clause expired, allowing her to venture back into the cosmetics world. She had previously sold her eponymous brand, Bobbi Brown, to EstΓ©e Lauder in 1995, but her desire to do things differently led her to create Jones Road.



What sets Jones Road apart is its unconventional approach to various aspects of the business. Unlike traditional beauty companies, Jones Road operates with a small team of 12 employees, and they're not in a rush to hire a dedicated product marketing team. Brown believes in the expertise of her product development team and herself, considering it sufficient to convey the brand's message.


Agility and Adaptability

One striking characteristic of Jones Road's branding strategy is its agility and adaptability. When faced with supply chain issues and product shortages, rather than wait for the perfect packaging, Brown made a bold move. She sent out products in makeshift packaging, demonstrating that meeting customer demand was more important than perfection.



I’m gonna have to pass….πŸ˜­πŸ˜…πŸ₯΄

♬ Love You So - The King Khan & BBQ Show


A similar approach was taken when dealing with TikTok reviews gone awry. Rather than shy away from negative feedback, Brown and her team used humour to defuse the situation. Brown filmed a TikTok poking fun at the excessive application of one of their products, turning a potentially damaging situation into an opportunity for engagement.


@justbobbibrown How did I do?? Applying Jones Road’s light to medium coverage What The Foundation πŸ€£πŸ˜… #foundation #foundationhack #foundationroutine ♬ original sound - Bobbi Brown


Community and Engagement

Jones Road's branding strategy also focuses on building a strong sense of community and engagement with its customers. The Montclair store serves as a hub where customers of all ages come for makeovers, lessons, or simply to browse. Many customers are known by name, creating a sense of familiarity and connection.



TikTok plays a unique role in Jones Road's branding, serving as an educational and discovery platform rather than a direct sales channel. Brown's personal engagement on the platform, where she shares her insights and responds to questions, has resonated particularly well with women over 40 who have followed her throughout her career.

Jones Road's success can be attributed to its embrace of authenticity and the rejection of traditional beauty norms. The brand's minimalist product line, emphasizing the "no-makeup makeup" look, reflects the changing preferences of consumers. Brown's willingness to admit to mistakes and her fearlessness in trying new approaches have only endeared her brand to customers even more.


Looking Ahead

As Jones Road continues to grow, it remains firmly committed to its self-funded status. Brown and her husband invested $2 million to kickstart the venture, allowing them to operate independently and make decisions aligned with their vision rather than investor expectations.

The future for Jones Road promises more company-owned stores, new product lines, and further expansion. Brown's dedication to her unique approach to beauty branding ensures that Jones Road will continue to challenge conventions and inspire consumers to embrace their own natural beauty.


Key Takeaways:

1. Authenticity is a Powerful Branding Tool: Jones Road's success stems from its commitment to authenticity. Small business owners should focus on aligning their brand with their genuine values and beliefs. Authenticity resonates with customers and builds trust.

2. Flexibility and Adaptability: In the face of challenges, Jones Road displayed remarkable flexibility and adaptability. Small businesses should be prepared to pivot and find creative solutions to problems rather than getting bogged down by obstacles.

3. Engage with Your Community: Building a strong sense of community and engagement with customers is crucial. Small business owners can achieve this by creating personalised experiences, acknowledging loyal customers, and fostering a sense of belonging.

4. Embrace Social Media: Social media platforms, like TikTok, can serve as valuable tools for brand promotion and engagement. Small businesses should leverage social media to connect with their target audience, share insights, and respond to customer inquiries.

5. Humour and Humility: Jones Road's use of humour and humility in response to challenges on social media demonstrates the power of these qualities in building a positive brand image. Small business owners should not shy away from humour and should be willing to admit mistakes when necessary.

6. Minimalism Can Be Impactful: Jones Road's minimalist product line highlights the value of simplicity. Small businesses should consider whether a streamlined product or service offering aligns with their brand and customer preferences.

7. Self-Funding and Independence: The decision to remain self-funded and independent gives Jones Road the freedom to pursue its unique vision. Small business owners should carefully consider their funding options and the impact of external investors on their brand's direction.

8. Embrace Your Uniqueness: Jones Road's willingness to embrace its distinct approach to beauty challenges conventional norms. Small business owners should not be afraid to stand out and offer something different in their industry.

9. Learning and Growth: Bobbi Brown's willingness to learn from her team and her customers is a valuable lesson. Small business owners should be open to feedback, both internally and from customers, and view challenges as opportunities for growth.

10. Stay True to Your Values: Finally, staying true to your core values is essential. Jones Road's commitment to its beliefs and principles has been a driving force behind its success. Small businesses should consistently align their actions with their values.

By adopting these key takeaways, small business owners can strengthen their brand identity, engage with their audience, and navigate the challenges of entrepreneurship more effectively.


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