Texas Gets More Gorgeous Because Bobbi Brown Is Back & Better Than Ever With Her Jones Road Brand

The Iconic Beauty Maven Debuts Her Cool-Girl Clean Brand To Austin’s Chicest Corridor

If you spot a crowd of stylish Austinites gathered like it’s South by Southwest, but they’re clutching balms, not badges, you’ve found the new Jones Road store on South Congress. In the city where the unofficial dress code is part denim and diamonds, part devil-may-care, and where the scent of mezcal mingles with the twang of a street-side guitar, beauty isn’t about looking perfect—it’s about looking like yourself, only with better lighting. Enter the inimitable high priestess of beauty, Bobbi Brown. Again.

Here, our Lance Avery Morgan catches up with her in an exclusive one-on-one look at the burgeoning empire.

Yep, she’s back. Bobbi Brown, the woman who once revolutionized the beauty world with ten shades of lipstick that matched real lips (a radical notion in the frosted-mauve era of the early 90s) has reemerged—more daring, more dynamic, and more deliberate—with her new brand, Jones Road. It is clean beauty redefined: effortless, modern, high-performing, and entirely disinterested in anything resembling overdone glam. And now, it’s arrived at one of Austin’s crown jewels of culture and commerce: South Congress Avenue.

The decision to open a brick-and-mortar store in Austin might seem like a splashy move for a brand built mainly in the digital space, but for Bobbi Brown, it’s a natural evolution. Jones Road’s arrival in the Lone Star State is more than just a retail expansion—it’s a love letter to authenticity. In a beauty landscape that’s grown increasingly filtered and contoured beyond recognition, Bobbi has doubled down on her original philosophy: beauty should enhance, not mask. And no city embodies that ethos quite like Austin. She was candid when I asked how she created the brand’s name, Jones Road. “I found it on Waze. I needed a name. It sounded great, and it was available. Plus, my husband, who is also my business partner, liked it, and here we are,” shares Bobbi Brown.

With its creative pulse, eclectic cool, and its knack for embracing the unconventional, South Congress offers a fitting backdrop for the Jones Road experience. The new store is more than a shop; it’s a minimalist-meets-modernist sanctuary, where whitewashed interiors, soft wooden textures, and streamlined displays set the stage for something radical in today’s beauty world: simplicity. “The Jones Road woman is someone who likes to be fresh, likes to be in power, and likes to feel good in her body and not look made up,” enthused Brown.

The store’s layout is as intentional as the products. There are no screaming neon signs or overwhelming scent clouds here. Instead, a curated selection of balms, pencils, glosses, and creams invites exploration at your own pace. Beauty advisors, clad in understated neutrals and warm smiles, guide shoppers not toward the trend of the moment but toward discovering what works for their face, their life, and their reality. This is grown-up beauty and gloriously unbothered.

While other beauty brands lean heavily into aspirational fantasy, Brown has planted her flag firmly in the territory of the real. That’s what makes the Austin location feel so intentional. It’s not just a store, it’s a gathering spot for those who value self-respect over spectacle, substance over shimmer, and who don’t need to be told how to look, only reminded of how good they already do. When asked what one product she recommends this summer, Brown quickly notes, “One of the powdered bronzers, because it will take the shine out of your face, and then you can put a little bit of our Miracle Balm on just on your cheeks and then go on with your day.”

And what are they shopping for? Cult favorites like the all-purpose Miracle Balm, designed to be dabbed on cheekbones, lids, and lips for that elusive “I drink eight glasses of water and own property in Sonoma” glow. The Face Pencils do triple duty as concealer, foundation, and the occasional quick fix on the fly. The marvelously named What The Foundation, which combines coverage and skincare in a jar so luscious, you’d be forgiven for trying to spread it on toast.

Brown’s Jones Road isn’t just selling products—it’s selling a point of view. It’s for the woman who owns her mornings and her mirror. It’s for the guy who wants to look like he slept eight hours, even if he only managed five. It’s for everyone tired of the twelve-step tutorials and the two-hour routines. When asked how the beauty industry has changed with Instagrammers and celebs joining the bandwagon, Brown is candid and states, “I love the fact that beauty has become something that is so easily discovered and shared. And I think that’s great. I’m someone who empowers women and works with many female founders.”

The store’s opening has already stirred a social buzz. Beauty enthusiasts and curious passersby alike are popping in, drawn by the brand’s reputation and lured by the promise of products that don’t promise to “fix” anything. Instead, Jones Road affirms what many hoped was true all along: you don’t need more makeup—you need better makeup. We also love that a few months ago, Jones Road launched its first YouTube series called I Am Me, a 10-episode series in which Brown has unfiltered conversations with well-known women (including Gloria Steinem, Brooke Shields, Ally Love, Missy Robbins and Zarna Garg) who have set new standards around empowerment and self-confidence. Brown’s tenth book, a memoir called Still Bobbi, will be released on September 23, 2025.

When I asked Brown if Jones Road was a song and what it would be, she emphatically replied, “Getting Jiggy With It,” which makes perfect sense because of the brand’s ascent. Brown shares about the brand’s trajectory over the next five years: “Jones Road continues to explore being in more stores. We will continue to evolve, because that’s why I am a person. This is our ninth store, the tenth is in Boston, and we’re looking at Dallas soon, too.”

So, as the sun sets over South Congress and the neon lights flicker on, there’s something undeniably refreshing about a beauty brand that dares to whisper in a world full of shouting. Bobbi Brown isn’t trying to keep up with trends. She’s too busy setting them—again. On that note, here’s a look at the wildly successful Bobbi Brown at her Jones Road launch party (Sponsored by Northern Trust, on May 6, 2025.  Photo by Hayden Walker, courtesy of Jones Road Beauty).