Bobbi Brown doesn’t “really love” lipsticks, but her latest iteration might change that.
The makeup legend is Zooming from her home, hair blown out, and about to leave for a holiday. She launches into conversation: excited, effortlessly cool, at the top of her game — again.
“I started the first company with lipsticks, and here I am, 30-something years later, re-creating a classic lip,” the entrepreneur and author tells Page Six Style, speaking to the full-circle moment since launching her namesake brand.
Today, Jones Road debuts its first full-coverage lipstick — The Classic Lip — in a dozen shades that mirror her “sleeper hit” Lip Pencils. The formula is clean, lightweight and non-drying — Brown’s magnum opus.
“People were wearing [the lip liners] as a lipstick. So when this idea came [up] to do the new classics, I said … well, we have the best range of lip pencils. Let’s do that,” Brown says, adding that customers were requesting a full-coverage lipstick.
“So, we re-created the colors of the lip pencils. You could wear them together to get more definition,” Brown adds, or “put the lipstick on top of a full lined-in pencil, and it will keep it on longer.”
The new shades include the luscious, signature pinky nudes that Brown practically invented — nude pink, nude rose, rosewood — plus bolder hues like wine, coral and ruby. They are also made with skincare ingredients like peptides and vitamin E to smooth and condition lips.
Layering her signature Cool Gloss on top is another option, the makeup artist shares: “You really could create your own kind of formula.”
The accompanying “Beauty Stories” campaign focuses on people’s first memories of makeup — which, for Brown, is nostalgically evocative of her Nana (and open for Jones Road fans to join in on Instagram).
Her own toddler granddaughter, who is often by her side during work, is in the campaign, echoing the full circle of the launch itself.
Brown encourages you to find your own lip shade in the lineup, or add a flush of color.
“I’m a nude lip person — and I don’t mean beige. Like a mauve, nude color,” she says, adding that while the Lippie Stick shade Me is her bespoke match, “you’ve really got to find one that really is the color of your lip.”
How to find your perfect color? Take a good look at your natural lips, Brown says.
“It doesn’t look orange or pale,” she explains, adding that you can mix your favorites to make your shade pinkier or more muted — but that might change from day to day. “So much about makeup is your coloring, but also it’s your mood.”
As far as daily makeup, Brown says there’s no need for a full face, but having a routine for evening out skin tone, filling in brows, adding blush for color and using mascara and eyeliner for definition makes it simple to do just a few when time is short.
“Anything makes a difference, right?” she quips.
The lipsticks aren’t all Brown’s been working on lately. While the beauty-world multihyphenate has written nine bestselling books about makeup, her first memoir hits shelves next week and is currently available for pre-order.
It came to fruition at the behest of a publisher, and Brown thought, “Why not?”
After all, she’s always been game to take chances, including launching Jones Road during the pandemic.
“When I left the first company, I had not a clue I would do it again,” she tells us. “As a matter of fact, I thought, well, that door’s closed, you know, I’m done.”
In the 25 years of her non-compete, she worked with Estée Lauder — the company that acquired Bobbi Brown — and helped renovate a historic hotel with her husband, Steven Plofker, with whom she shares three sons. (Her memoir is dedicated to him.)
However, at 59.5 years of age, she found herself wanting more.
“My kids were out of the house. I am not a girl who has a hobby. I get bored very easily. So I was like, ‘Oh my God. What was I going to do?'” Brown recalls.
Despite questioning if she was a “one-hit wonder,” she launched Jones Road and was genuinely surprised at its success — including the cult following her innovative Miracle Balm quickly earned.
“It’s never too late, honestly. I don’t care if you’re a woman in your 70s, 80s … It’s never too late,” the makeup mogul quips.
While there are exciting things ahead, including holiday 2025 launches (“It’s going to be our best, because I think we’ve outdone ourselves,” she teases) and new brick-and-mortar Jones Road locations, Brown’s too busy to plan past 2026. But that’s alright; everything seems to be falling into place exactly as it should.
Her granddaughter calls her “BB.” According to her memoir, President Obama (who appointed her to the Advisory Committee for Trade Policy and Negotiations in 2010) used to call her “B Squared.” Whatever she’s called by, she is always authentically Bobbi — and in that lies her success.
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This article was written by Erica Radol, Page Six Commerce Reporter. From identifying the top anti-aging skincare secrets the stars trust to pinpointing the season’s next big fashion trends to finding a great deal on all of the above, Erica has a knack for reporting on – and even testing – Hollywood’s bestselling fashion and beauty products. Before joining Page Six in 2025, she wrote about entertainment, lifestyle and shopping trends for Us Weekly, The Daily Beast, Entertainment Tonight, Well+Good and Hearst.