Few names in beauty have demonstrated the staying power of Bobbi Brown. In an industry driven by fleeting trends and endless product launches, the makeup artist turned entrepreneur has built a career on anticipating what women want before they know they want it.
During the 1990s and early 2000s, Brown revolutionized cosmetics with a refreshingly minimalist approach. Her now-iconic collection of natural-shade lipsticks and Shimmer Brick compacts helped redefine beauty by celebrating individuality rather than masking it. The philosophy resonated with consumers worldwide and transformed her namesake brand into a billion-dollar success.
When Brown stepped away from her eponymous company in 2016, many assumed she had reached the pinnacle of her career. Instead, she was preparing for her next chapter.
In 2020, amid a crowded beauty landscape dominated by celebrity launches and influencer-driven brands, Brown introduced Jones Road Beauty. Built around clean, uncomplicated products designed to enhance rather than conceal, the collection offers makeup, skincare, tools, and curated kits suitable for all ages, skin tones, and lifestyles. The brand quickly attracted a devoted following thanks to its emphasis on effortless beauty and high-performance formulas.
Now, Jones Road is expanding its physical footprint with the opening of its first California location in Santa Monica. Situated on the charming Montana Avenue shopping district, the 1,470-square-foot boutique marks the brand’s 15th retail store nationwide and brings Brown’s beauty philosophy directly to Southern California consumers.
The store offers complimentary skin-matching services, personalized makeup lessons, bridal beauty consultations, and professional applications performed by trained Jones Road artists. The experience reflects Brown’s long-standing belief that beauty should feel approachable, educational, and empowering.
“We’ve been searching for the right spot for Jones Road in Southern California, and this location in Santa Monica is perfect for us,” says Brown. “Montana Avenue has an easy California-cool vibe while also being home to some of the chicest local shops, restaurants, and wellness destinations. We’re excited to become part of this beautiful community.”
The Santa Monica opening is only the beginning of Jones Road’s California expansion. According to CEO Cody Plofker, the company plans to double its store count compared to last year, with additional California locations scheduled for Palo Alto, Newport Beach, and San Diego.
With its blend of clean beauty, personalized service, and Bobbi Brown’s enduring vision, Jones Road’s arrival in Santa Monica signals more than just another store opening. It represents the continued evolution of a beauty pioneer who has spent decades proving that timeless style never goes out of fashion.