Looking for DTC success? Learn how Jones Road Beauty, the brainchild of makeup artist legend Bobbi Brown, rose to the top in the beauty market!
Launched in 2020, this beauty company has carved a niche for itself with its focus on clean, multipurpose makeup and a data-driven approach to growth. The brand achieved $100M in revenue in 2023.
Jones Road Beauty's success comes from a well-defined marketing strategy built on core values of authenticity, education, and inclusivity. Let’s discover how the brand won the Allure Readers Choice Awards in 2022!
1. Jones Road Beauty overview: Bobbi Brown’s legacy
1.1 A family affair: Bobbi Brown and Cody Plofker launch Jones Road Beauty
Bobbi Brown launched Jones Road Beauty in 2020, after a 25-year non-compete with Estée Lauder, the company that acquired her eponymous brand.
Alongside her son, Cody Plofker, they invested $2M of their own money to start the company.
In the beginning, they had a small team of 12 staff only and no formal marketing team or launch strategies.
1.2 Key differentiation: Clean beauty for everyone
Jones Road stands out for its clear brand identity. The brand was founded by Bobbi Brown, a name synonymous with quality makeup, and instantly gained trust and recognition.
Their philosophy? The world doesn't need more makeup, it needs better, healthier options that work for everyone. They achieve this by using clean, high-grade formulations and focusing on multipurpose makeup products, catering to a wide range of ages, skin types, and tones.
“It’s for women who do their make-up in the car, or in the bathroom, but quickly because they understand the joy of putting it on in five minutes,” Brown says.

Jones Road Beauty products go above and beyond EU standards by removing over 2,700 potentially harmful ingredients from their products. Plus, they're cruelty-free and everything is made in the US or Germany.
1.3 DTC first brand going omnichannel
Jones Road primarily sells directly to consumers through their website, allowing them greater control over their brand image and messaging. This direct-to-consumer (DTC) model fosters a direct connection with their customer base and enables them to gather valuable data to refine their product offerings and marketing strategies.

They also went omnichannel and have opened 4 flagship stores and collaborate only with like-minded brands: like Liberty London, a department store known for its curated selection of independent brands, aligning with their commitment to authenticity.
While many brands utilise celebrity partnerships, Jones Road prioritises maintaining its voice and avoids associations that might not resonate with its core values.
2. Jones Road Beauty’s customer-centric approach
2.1 Website built for conversions
Jones Road's website reflects its brand values and prioritises a smooth user experience.
The navigation is intuitive, and all product information, including clean ingredients and multi-use functionalities, is readily available.
You can also see shade swatches, customer reviews, and recommendations for complementary products, all designed to encourage purchase.

They have a limited product range. This may seem counterintuitive, but it simplifies the shopping experience for customers, making it easier to find the right product.
“Get The Look” encourages customers to explore product groupings based on the model’s look, like "Adelina’s Soft Focus Sparkle" or "Shana’s Bad Ass Beauty".

2.2 Personalised shopping experience with quizzes and expert advice
Taking personalisation a step further, Jones Road utilises quizzes and expert advice to help customers find the perfect products for their individual needs.
These quizzes are short, and intuitive, and recommend specific products along with helpful tutorials, fostering trust and confidence in the brand.
Jones Road listens to customers' feedback and targets the right audience with quizzes and ads to understand what products to make and who to sell them to. Jones Road targets its ideal customers through daily TikTok ads ($8,000 per day!), directing all that traffic to the quiz.
This clever strategy not only attracts potential buyers (top-of-funnel) but also gathers valuable customer insights for future product development, creating a win-win situation.