Jones Road Beauty Opens Its First West Coast Boutique in Santa Monica, California
Jones Road Beauty has opened its first West Coast boutique on Montana Avenue in Santa Monica, California.
Clean beauty pioneer Bobbi Brown has officially brought her rapidly growing beauty brand, Jones Road Beauty, to Southern California with the opening of its first West Coast boutique on Santa Monica's Montana Avenue. The new location marks another milestone for the brand that has built a loyal following by proving that effortless, natural-looking makeup can also deliver luxurious performance.
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Founded by legendary makeup artist Bobbi Brown in 2020, Jones Road Beauty was created with the belief that makeup should be simple, intuitive, and suitable for every age. Instead of chasing fleeting trends or dramatic transformations, the collection focuses on healthy-looking skin, effortless application, and multitasking products that fit into everyday routines.
We interviewed Juliet Baker, Vice President of Retail at Jones Road Beauty, about the first West Coast Jones Road boutique.
Makeup artist and Jones Road Beauty founder Bobbi Brown.
What made Santa Monica the right location for Jones Road Beauty's newest retail store?
We knew as soon as we saw the location that it would be perfect for Jones Road's first California store. L.A. is our second-largest online market outside the New York City area, so we knew an expansion into California was imminent. Montana Avenue is a beautiful, walkable, high-foot-traffic area, which is what we look for when we're selecting new store locations, and the beachy, cool vibe of the neighborhood made it an ideal fit.
How does this store reflect the Jones Road Beauty philosophy of clean, uncomplicated beauty?
The Jones Road Beauty Santa Monica store reflects our philosophy of clean, simple multitasking products that work for all skin tones and types. Although the store is organized into sections such as foundations, blushes, color, fragrance, and even merchandise, many of our products have multiple uses. Our Miracle Balm can be used as a dewy foundation, a blush or a lip tint.
Jones Road Beauty’s team of makeup artists will help customers shade match and find the products they need for that “no makeup” makeup look.
What can customers expect when they walk into the Santa Monica location that they may not experience when shopping online?
Visiting a brick-and-mortar store is an opportunity to closely interact with Jones Road and our makeup artists. The team in our stores can help guests with shade matching and suggest the products they really need for that “no makeup” makeup look.
Are there any exclusive services, events, or in-store experiences planned specifically for this location?
All our stores offer complimentary shade matching, and you can purchase and schedule makeup applications for everything from weddings to date nights. We also offer lessons with trained makeup artists and host live events throughout the year. Santa Monica visitors can also pick up L.A.-specific merch from the store.
The collection focuses on healthy-looking skin, effortless application, and multitasking products that fit into everyday routines.
What products have been the biggest customer favorites since the store opened?
Our Miracle Balm and WTF (What The Foundation) are perennial best sellers, but I think some of our newest products like Your Skin Foundation Sticks and Bright Skin Illuminating Drops are going to be big hits in Santa Monica too.
Many consumers are embracing a more natural approach to beauty. How does Jones Road Beauty meet the needs of today's beauty shopper?
Jones Road was founded by makeup artist Bobbi Brown on the philosophy that the world doesn’t need more beauty products. It needs better beauty products. Clean, strategic, high-grade formulations that work on every skin type and tone — and that are as simple to use as they are to master. Jones Road is a lifetime of beauty knowledge, distilled.
What The Foundation is an ultra-nourishing formula that blends seamlessly into skin, leaving you with an even, fresh complexion.
What role does education play in the in-store experience, especially for customers who may be new to the brand?
Bobbi's top priority has always been educating customers on how to use makeup to make them look like themselves on their very best day, and coming into the Jones Road store and working with one of the makeup artists trained by Bobbi and her team is a great place to learn. Our trained professionals will help guests discover their perfect shade, what products they need to attain their desired look, and how to apply it expertly.
For someone visiting Jones Road Beauty for the first time, what are three products you would recommend they try and why?
I suggest the Miracle Balm for its multifunctionality, either our Tinted Moisturizer or What The Foundation to even out your skin tone, and our new Bright Skin Illuminating Drops, which are like summer in a bottle.
Writer Shaena, right, after getting her makeup done by a Jones Road Beauty makeup artist.
For more information about Jones Road Beauty and to purchase their products, visit their website. Follow them on Instagram @jonesroadbeauty. The new Jones Road Beauty boutique is located at 1406 Montana Avenue in Santa Monica.
[Photos courtesy of Jones Road Beauty & Shaena Engle]
Shaena Engle is a lifestyle, travel, entertainment, and food writer for a variety of publications including the Los Angeles Times, AOL, The Daily Meal, Justluxe, Perception Magazine, NARCity, The WeHo Times, and the San Diego Union Tribune, among other outlets.
She has authored three books, The Cheap Bastard’s Guide to Las Vegas (Globe Pequot Press), The Best Places to Kiss in Southern California (Beginning Press, a romantic travel guide) and Silver Linings: Triumphs of The Chronically Ill and Physically Challenged (Prometheus Books).
She is also an amateur magician and often writes on gambling, poker, and magical happenings. She travels the world covering stories and resides in Los Angeles.