In 2007, Bobbi Brown, the makeup mogul, was my first interview as I was starting out in journalism. She told me about the wisdom of her mother who helped her prepare for her career path, she has always touched me ever since. This is the same career advice that seems to have guided Brown’s continued reinvention, his latest endeavors include his return to beauty with his new makeup line. jones road beauty and enter the wellness area with its range of supplements that promote health from the inside out, Evolution_18.
“My mom asked me if I could do anything in the world that I wanted for my birthday, what would it be? I said I wanted to play with makeup. She said go to school for that and take it to the next level, ”and that’s exactly what Bobbi Brown did.
Back when she went to college there was no makeup or entrepreneurship degree, but she built her own unconventional major at Emerson College, deciding which theatrical makeup was the start of her incredible career which was (and continues to be) driven solely by her passion for makeup, which makes people feel confident and Brown’s innate entrepreneurial spirit.
For anyone who knows the history of beauty, you know the making of the legend: in the 1980s Bobbi Brown entered the beauty scene as a freelance makeup artist in the landscape of shiny neon lipsticks and faces. strongly profiled. She couldn’t find lipsticks in the color of the lips and, out of necessity, constantly mixed her own colors to match the model’s faces, making them look healthier and more natural, a novelty for the time. From this major gap in the market, she launched her eponymous company, Bobbi Brown, initially with a line of 10 essential lipsticks in lip color. Originally, the company was an independent brand run from her home in Montclair, New Jersey, where she packed lipstick orders from her kitchen, her first baby boy sitting in her high chair, her husband sending out lipstick orders. lipstick orders at the local post office. Office.
Just 4 years after its initial launch, the line has grown to include more products and has become the number one makeup brand at Bergdorf and Neiman Marcus. Then Leonard Lauder of Estée Lauder called to make an offer. “You beat us in every store,” he said at dinner with Brown and her husband Steven Plofker. Lauder made an offer Brown couldn’t refuse that would allow him to maintain creative control as Creative Director, The Trap – a 25-year long non-compete that would end in October 2020. At the time of this deal , 38 – 63 year old Bobbi Brown didn’t think 63 year old Bobbi Brown would like to work in her 60s… she didn’t know much!
When Brown left her eponymous brand at the end of 2016, she wasn’t thinking of creating another line of cosmetics, “it was the first time in years that I had a clean slate and was promoting my ninth book. , Beauty from within, which was 80% diet and 20% makeup and you can see that even in this book the makeup was starting to change, it was getting less and less important, ”says Brown.
She decided to go back to school by obtaining her diploma as a health coach from the Institute of Integrative Nutrition. A decision that she made because she finally had the time to do it, but also because she described herself as “crazy about health and greedy for life”. Now she was blessed with so much knowledge about the quality of products and their impact on health. At the same time, she was invited to do a Masterclass and went to India to teach at the very first makeup festival.
The timing of starting a new business was the result of the combination of this newly acquired knowledge and the revolutionary way in which brands could speak directly to their consumers: “I was so interested in the new ways the world went DTC and social. . Being a makeup artist and loving makeup so much, I thought I could do something – I don’t mean better – but something different, ”Brown said.
Brown is showing women around the world that if they believe in something at any stage of life, no matter what their age, there is no better time than the present to move on and be there. arrive.
Jones Road Beauty launched in October, during the pandemic, just a week before the US presidential election, “and if you ask me why the date – that was when my non-competition was over,” Brown shared. “But also what was I going to wait for?” There was so much going on in the world – was I going to wait for the next quiet moment? I didn’t think there would be one and really, there wasn’t, ”says Brown.
Jones Road Beauty bridges the gap between clean, skin-friendly makeup and high performance. The new line of beauty products is a literal product of Bobbi Brown’s 30 years of experience distilled into a line of easy, cool and versatile products that are easy to use and for all ages, skin types and looks from minimal to dramatic.
Brown’s initial idea for his brand over 25 years ago and his new brands today have always had the same philosophy: “My mission has always been the same – what I tell people is different and modern, but my mission since I started has always been to teach people that if you wear makeup that makes you look like yourself, you are going to feel confident and look better. Jones Road is still rooted in this idea of self-uplifting – with Evolution_18 it also offers a range of products to promote beauty and well-being from within. The idea being that when you feel healthier, it shows through your skin, hair, and nails.
Evolution_18 is the first and only brand to offer easy-to-mix powdered supplements that contain both collagen and magnesium, which when combined provide a powerful combo to nourish muscles, boost elasticity. the skin and promote general well-being and calm for the mind and body.
“As a makeup artist for so many years, I’ve worked with women’s skin and learned early on that if you take care of yourself from the inside out, your skin looks a lot better. As a makeup artist, it was really interesting for me to understand what makes a person healthy and what makes their skin beautiful. So these products were really based on my love for health on the inside, beauty on the outside.
His new brands are representative of a conglomerate of everything Brown wanted to teach and manufacture, “and honestly, I haven’t had so much fun in my entire life. All this freedom is also because, with 30 years of experience, I know what to do but also what not to do.