The name Jones Road reportedly came to Brown during a drive in the Hamptons using a navigation app, a metaphor for a fresh direction and journey in beauty formulation. From the start, Jones Road has prioritised clean formulations, excluding thousands of potentially harmful ingredients. A key selling point is its commitment to this. Products are free from over 2,700 potentially harmful ingredients including phthalates, sulfates, petrolatum, PEGs, cyclic silicones, BPA, and EDTA, standards more stringent than those mandated in the EU.
The initial launch featured a concise collection aimed at achieving a “no-make up make up” look, with hero items like Miracle Balm, ultra-black volume-boosting The Mascara, Cool Gloss, Just A Sec eye tint, and essential pencils and shadows.
Over the years Jones Road has steadily expanded: the line now includes skincare, hair care collaborations, and innovative launches like its Everyday Sunscreen SPF 30.
The expansion into body products with the body care collection, include ceramide-based creams, lotions, oils and scrubs, and show the brand’s evolution beyond traditional make up into everyday skin nourishment .
In 2026, the brand continues to expand in the UK and beyond. In the UK, Jones Road products are stocked at retailers including Liberty London, where bestselling items like The Hero Kit and The Best Eyeshadow are available alongside other staples such bronzers, pencils and body care.
