What Jones Road Beauty does

Jones Road Beauty is a direct-to-consumer clean beauty brand founded by Bobbi Brown in October 2020 and operated through JustSteven LLC, headquartered in Montclair, New Jersey with active operating presence in New York. The company sells makeup, skincare, and — as of January 2026 — body care through its own e-commerce storefront, with international shipping spanning North America, 20+ European countries, the UK, Ireland, Australia, and New Zealand. The product portfolio includes 30+ individual SKUs organized into face, lips, eyes, skin, body, fragrance, and tools, plus a dozen curated kits; pricing runs $24-$58 on individual products and $38-$172 on bundled kits, with free US shipping over $55 and a 30-day return / 45-day exchange policy. Bestsellers include Miracle Balm (multi-use balm with 85,000+ reviews), What The Foundation, and The Mascara.

The underlying technology stack is modest but distinctive for an indie brand: an algorithmic shade-matching quiz system that has processed over 16 million completions with a verified 90% shade-match accuracy, used as both a conversion and return-reduction tool, plus a causal media mix modeling (MMM) platform implemented through a partnership with ad-measurement vendor Haus to optimize paid media allocation. The go-to-market is digitally native — heavy TikTok, Meta, Pinterest, and Google spend, an 82,000+ member "Roadies" community engaged in product feedback and campaign co-creation, celebrity co-creation partnerships (Emily DiDonato, Bobbie infant formula), and frequent editorial coverage in Vogue, WSJ, Fast Company, Allure, and Oprah Daily.

The business model is pure DTC one-time purchase with no subscription tier disclosed; revenue is generated through individual product sales and premium-priced curated kits, with average order values lifted by bundling. Target customers are clean-beauty consumers seeking ingredient transparency and "no-makeup makeup" aesthetics, plus adjacent segments such as new mothers (via the Bobbie co-branded Sleepless Nights Kit). The brand's stated internal ambition is a $200 million revenue and valuation scale, and it has executed category expansion into body care and aggressive international buildout to pursue that target.

Name

Jones Road Beauty

Legal name

JustSteven LLC

Website

https://jonesroadbeauty.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Clean Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561), Health and Personal Care Retailers (456)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG), Natural & Clean Fragrance (CRABADAG), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Clean beauty products
• Color cosmetics
• Skincare makeup
• Body care line
• Beauty kits

Headquarters

HQ city

Montclair

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D

Revenue model

1. Product Sales (One-time Purchase): Direct consumer product sales across face, lip, eye, skin, body, fragrance, and tool categories. Individual items priced $24-$54, with bundled kits ranging $38-$172. Core revenue from flagship products like Miracle Balm, foundation, mascara, and complexion sets.
2. Gift Sets and Kits: Curated product bundles and holiday collections including The Hero Kit, The 101 Set, The Complexion Set, Party Kit, Sleepless Nights Kit, and travel kits. Kits command premium pricing with bundled discounts and drive higher average order values.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels7 records

Core offering

Jones Road Beauty is a clean beauty brand that formulates, markets, and sells makeup, skincare, fragrance, and body care products directly to consumers through its e-commerce storefront. Flagship offerings include Miracle Balm, What The Foundation, tinted moisturizers, complexion pencils, lip and eye products, and curated gift kits priced individually or as bundles. The brand emphasizes clean formulations free of phthalates, sulfates, parabens, PEGs, EDTA, and BPA, and uses a proprietary shade matching quiz to recommend products to consumers.

Product overview

Jones Road Beauty is a clean beauty brand founded by Bobbi Brown in 2020, offering a comprehensive portfolio of makeup and skincare products centered around a 'no-makeup makeup' philosophy. The core product line includes the flagship Miracle Balm (multi-use balm for cheeks, lips, body), foundation products (What The Foundation, Just Enough Tinted Moisturizer, Foundation Stick), complexion correctors (The Face Pencil, The Neutralizer Pencil), eye makeup (The Mascara, The Eyeshadow Stick, Gel Liner), and lip products (Lip Recharge, The Classic Lip, The Lippie Stick, The Lip Pencil, Blushing Stick). The brand also offers curated kit products including The Hero Kit, The Complexion Set, The 101 Set, The Sleepless Nights Kit (with Bobbie), The Party Kit, The Mini Lip Kit, The Mini Fragrance Trio, The Makeup Travel Kit 2.0, and The Nail Polish Kit. In January 2026, Jones Road expanded into body care with five new products: Body Lotion, Body Cream, Body Oil, Body Scrub, and Shower Gel. The brand emphasizes clean formulations, shade inclusivity, and multi-purpose products that work across all skin types and tones.

Differentiator

Problem solved

Functional benefit

Products and services

• Miracle Balm The brand's flagship #1 bestseller and hero product, a multi-use balm designed for cheeks, lips, and body that provides natural glow and hydration.
• What The Foundation An ultra-nourishing foundation offering light-to-medium buildable coverage for an even, fresh complexion.
• Just Enough Tinted Moisturizer A lightweight tinted moisturizer providing light coverage with a natural finish.
• Bright Skin Illuminating Drops A new illuminating drop product providing a vacation-inspired glow for soft natural radiance and nourished skin.
• Your Skin Foundation Stick A full-coverage foundation stick designed to feel lightweight and natural on the skin.
• Blushing Stick A buttery lip and cheek tint that starts light, blends seamlessly, and builds naturally for a lit-from-within flush.
• The Face Pencil A concealer pencil providing buildable coverage for redness, blemishes, and uneven skin tone, available in 25 shades.
• The Neutralizer Pencil A color-correcting pencil that cancels dark circles and brightens under eyes using peach and pink hues.
• The Hero Kit A makeup minimalist's dream kit featuring five award-winning staples including two Mini Miracle Balms, The Best Pencil, The Mascara, and Eye Cream.
• The Complexion Set A curated complexion set featuring four easy-to-use products including Mini What The Foundation, The Face Pencil, The Neutralizer Pencil, Mini Eye Cream, and a travel makeup bag.
• The Makeup Travel Kit 2.0 A travel-size makeup kit with products for complexion, cheeks, eyes, and lips including Gel Bronzer, Mini Miracle Balm, Sparkle Wash, Cool Gloss, and The Buff Brush.
• The Sleepless Nights Kit A kit developed with Bobbie infant formula for new moms featuring Lip Restore Overnight Mask, Brightening Rich Eye Cream, Mini Miracle Balm, and The Mirror.
• The 101 Set A customizable set bundling The Face Pencil (2 shades), Miracle Balm, and The Mascara for a complete no-makeup makeup look.
• The Mini Lip Kit Three mini lip essentials including Mini Lip Pencil, Mini Classic Lip, and Mini Cool Gloss, available in Mauve and Tawny Nude colorways.
• The Mini Fragrance Trio Three travel-size fragrances including Shower, BKLYN, and the debut of En Route evening fragrance.
• The Party Kit A party-ready kit with The Eyeshadow Stick, Gel Liner in Espresso, and Mini Miracle Balm in exclusive shades.
• The Nail Polish Kit A nail polish kit featuring Bobbi's signature red (Poppy), Ballerina pink, and a 2-in-1 clear Top and Base Coat.
• Lip Recharge A powerful lip treatment with antioxidants, moisture-boosting peptides, and a cooling metal applicator, available in 9 sheer shades.
• The Classic Lip A lightweight, richly pigmented lipstick with a satin finish featuring shea butter and vitamin E, available in 12 shades.

Quantifiable outcome

• 90% shade match accuracy verified by customer feedback
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• HauscoreTechnology or Integration · 1 April 2026Jones Road Beauty partnered with ad measurement startup Haus to implement causal media mix modeling (MMM) for advertising attribution. Through incrementality testing, Jones Road discovered it was overspending on Meta's Advantage+ Shopping Campaigns with revenue coming from returning customers, and found Google branded search was not incremental. The brand reshaped its media strategy based on these findings.
• BobbieminorStrategic or Co-development Partner · 7 January 2026Collaboration with Bobbie, the first mom-founded and led infant formula company in the US, to create the Sleepless Nights Kit. The partnership targets new mothers needing quick, effective skincare and includes a $25 voucher to Bobbie. Both companies marketed the collaboration as 'Built by Moms Who've Been There, For Moms in the Thick of it.'
• Emily DiDonatominorStrategic or Co-development PartnerEmily DiDonato served as 'Chief Blush Officer' co-creator of the Blushing Stick product. Underwent 50+ rounds of shade development with a ceramide-rich formula that needed to feel like skincare. Each shade was worn for a full week before sign-off.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Glossier: Founder-led, digitally native clean beauty brand with a strong DTC channel, comparable minimal-aesthetic positioning, and a similar emphasis on direct customer community — the closest analog to Jones Road Beauty's go-to-market model.
• Rare Beauty: Celebrity-founded (Selena Gomez) clean-leaning beauty brand operating DTC and through Sephora, with a comparable founder-as-content-engine model and hybrid skincare-makeup product strategy.
• Merit Beauty: Minimalist clean beauty brand focused on 'five-minute face' routines, directly overlapping with Jones Road's no-makeup makeup positioning and clean formulation ethos in the same price band.
• Tower 28 Beauty: Clean beauty brand selling makeup and skincare to sensitive-skin consumers through DTC and Sephora, with overlapping clean-positioning and similar hybrid skincare-makeup offerings.
• ILIA Beauty: Clean beauty brand with a strong skincare-makeup hybrid portfolio and shade-inclusive foundation range, competing directly with Jones Road in clean complexion and color.
• Kosas: Clean color cosmetics brand emphasizing skincare-infused makeup with comparable price points and a similar direct-to-consumer plus Sephora distribution mix.
• RMS Beauty: Clean, multi-use color cosmetics brand co-founded by a celebrity makeup artist (Rose-Marie Swift), with significant product overlap to Jones Road's multi-purpose balm and clean complexion category.

Emerging players

• Saie: Clean, ingredient-led beauty brand focused on hybrid skincare-makeup products (Glowy Super Gel, Slip Tint), competing with Jones Road in the hybrid beauty segment with a younger brand voice.
• Beautycounter: Clean beauty brand with strict ingredient standards and a multi-channel DTC plus consultant model, overlapping with Jones Road's clean positioning but with a different distribution strategy.

Regional players

• Tata Harper: High-end natural and non-toxic skincare and beauty brand with strong DTC presence, sharing the clean-beauty ethos and founder-led brand story but primarily focused on skincare rather than color.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/jonesroadbeauty
• Facebookfacebook.com/jonesroadbeauty
• Instagraminstagram.com/jonesroadbeauty
• Pinterestpinterest.com/jonesroadbeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jones Road Beauty