Bobbi Brown is betting on body care.
The serial entrepreneur, veteran makeup artist and founder of Jones Road has started the year with a new category expansion — body care — which launches in Jones Road stores and on its website Wednesday. The quintet of products, which includes a body scrub, a shower gel, a body cream, a body lotion and a body oil, range in price from $36 to $52.
The extension was inevitable, Brown said, pointing to her own beauty ethos and how that impacts Jones Road’s development pipeline. “To me, beauty is 360 and holistic. I don’t think Jones Road is just a makeup brand, it’s a beauty brand, and that could mean so many things.”
The products themselves are meant to emphasize experience and sensoriality in addition to performance. “I wanted something that had all the ingredients that really promise to help with dry skin,” Brown said. “They all have the same scent; we wanted something that smelled really good. I smell every product I use. It was a laborious process, since we’re a clean brand, but there’s citrus, some herbs, some flowers. It’s very spa-like.”
From a go-to-market perspective, “Even the packaging is very different. We’ve got blue in there to shake things up and continue to level up our game,” said chief executive officer Cody Plofker. “Bobbi started us as a four-person team and it took off probably faster than we thought. For us now, trying to get to $200 million, we have to put our big boy pants on and get really serious and strategic.”
With body care, “it’s about what our values as a brand are, and how do we expand while still being true to that,” Plofker said. “We’re all about simple products that are easy to use, that make you feel great when you put them on, that help you get compliments and aren’t a bunch of steps. That doesn’t have to be exclusive to makeup.”
The launch comes on the heels of a winning holiday season for the brand, Plofker said, incorporating 2024 learnings into the 2025 period. “We needed to not just do what we thought people wanted, but actually ask and get the consumer feedback,” Plofker said. “We leveled up our packaging as well. It was really well received, we were out of pretty much everything.”
Plofker continued that the brand, privately funded, is “very profitable. We just haven’t necessarily taken big swings at some of our other branches. It’s a lesson in what big bets we can take, and you’ll see some coming, this year and next year.”
Plofker is focused on retail expansion, opening three times the number of retail stores in 2026 as in 2025, and building out the brand’s senior leadership. “Product development has been a really big focus,” he said, adding that there are 14 launches in the pipeline for 2026. “They’re going to be some pretty big, pivotal changes.”
From a channel perspective, the company is still prioritizing its owned channel over specialty retail, and Plofker sees enough appetite for the brand to expand its footprint. “There’s just no way for somebody in, say, California or the West Coast to try the products before buying them, so we feel this urgency that we need to be there,” Plofker said.
