Bobbi Brown's Beautiful World
The makeup maven finds beauty and simplicity in aging, and power in new projects
Bobbi Brown has been in the cosmetics industry for over 40 years. A makeup artist, author and entrepreneur, Brown launched the brand Bobbi Brown Essentials in 1991. Fewer than five years later, the company was bought by Estée Lauder with Brown continuing to work for the company until October 2016.
After leaving her namesake company, Brown could easily have retired. Instead, she embarked on a whirlwind second act which included going back to school, starting a wellness brand, opening The George, (a boutique hotel in Montclair New Jersey), teaching a MasterClass and in 2020, launching a brand new makeup line called Jones Road Beauty.
We had the chance to catch up with Brown recently to talk all things beauty and business. Here's our conversation, edited for length and clarity.
"Most of us want to look like ourselves on our very best day."
Next Avenue: You sold Bobbi Brown Essentials for a lot of money and would never have had to work again, but you have never stopped working. What drives you to keep creating?
Bobbi Brown: My husband, Stephen Plofker (a developer) and I have lived in Montclair for over 30 years. We raised our three sons here and we just love it. That's why we've chosen to build our businesses here like Jones Road Beauty and our boutique hotel, The George.
When we opened the hotel, I had never done a hotel before, but I knew exactly what I want when I stay at a hotel, so we created my version of the ultimate hotel experience — that was the vision and I followed it. That's the approach I take with everything I take on. I love a project — and especially one that I've never done before.
You are credited with starting the 'natural evolution' back in the 1980s. What inspired you then?
I have always embraced the 'no makeup makeup' look because I truly believe that's what most women want. Most of us want to look like ourselves on our very best day. People also want beauty products that are really easy to use and that actually work.
What do you think are some of the biggest differences in the beauty industry since you entered it decades ago?
Women today have a new definition of what beauty is. There's always been these ideals of beauty that the media and Hollywood held up — white, button-nosed, All-American, tall, thin girls. That's what magazine covers, and movie stars, looked like in the '60s and '70s.
Today, beauty is much more inclusive and reflects a much wider definition of what beauty truly looks like. All skin tones, skin types and body shapes are reflected in campaigns now and it's imperative that beauty brands offer a shade range of products that reflect that diversity.
As a makeup artist, I struggled to find foundations for the women of color who were in my chair because they didn't exist — so I created [the foundations]. I'm glad the rest of the industry has finally caught up to me.
The other game changer for beauty brands has been the rise of social media. Through social media, we now have direct access to the consumer and that's been monumental for us, especially when we launched our new brand, Jones Road Beauty. I used to have to go to the department store beauty counters and maybe I'd get to see 100 women. Now, through Instagram, TikTok or Instagram Reels, I can reach millions of people and never leave my house. Social media also gives us the opportunity to talk to our customers every day.
Speaking of Jones Road Beauty, what inspired you to launch another cosmetics line 25 years after you sold your original company?
With Jones Road, I made a full circle return to my roots. When I was prepping for the MasterClass, I started experimenting with a lot of different makeup products and it made me realize that, before anything else, I'm a makeup artist first and that I love formulating and creating new products.
What are some of the ways you personally changed your views on beauty and wellness as you entered your 60s?
Jones Road is absolutely a reflection of who I am today. I just turned 66 and I have perfected my self-care routine by keeping my beauty and wellness routines very simple. I'm wearing less makeup today than I ever did, and so are the models who I'm making up in my chair. That transparent, naturally beautiful look feels more modern right now than a full face of makeup, and the Jones Road aesthetic reflects that.
I've also realized that there is nothing more important than your health — especially as you get older. I am taking better care of myself now than I ever have because it's so simple: When I'm exercising, drinking lots of water and eating right, I feel good and I know I look better. What you put into your body shows up on your skin so the healthier you eat, the healthier your skin looks.
As women mature, what are some dos and don'ts regarding skincare and makeup?
As we get older, our skin naturally gets drier so the first step of your makeup routine should always start with eye cream and a good moisturizer to prep your skin. Then, if you wear foundation, that's the next step. Use formulas that are hydrating vs. drying. Your makeup should go on smoothly and feel good on your skin. If it's too dry and doesn't move easily on your skin, it's not the right formula for you. And when choosing the right shade of foundation, the color should disappear on your skin when you look at it in natural sunlight. If you can't see it, then you've got the right shade.
"If you wait for the 'perfect time' to do anything, nothing happens. I don't wait. I create."
After foundation, then you want to go in with a concealer to cover up any dark circles or hyperpigmentation or redness on the skin — around the nose or on the cheeks are places we all tend to have a little redness so just go in with your pencil and even those areas out.
In terms of makeup colors for your eyes or cheeks, choose a shade that enhances your natural beauty vs. making you look washed out or garish. To finish the look, I do not leave the house without dabbing a little Miracle Balm on my cheeks. It adds moisture to the skin, plus it gives you a natural healthy glow like you just worked out or came in from a great walk. I promise you; Miracle Balm lives up to its name because when you wear it, you instantly look better.
What would you say to people who feel too old to try something new?
One lesson I've learned as an entrepreneur is that if you wait for the 'perfect time' to do anything, nothing happens. I don't wait. I create. When I want to try something new, I just look in the mirror and I ask myself — and I usually say yes!
Looking back now, are there things you wish you could tell your younger self?
I would tell myself to just relax because it was all going to work out. And, to not sweat the small stuff. I wish I had practiced yoga and meditation earlier in my career, so I didn't get so caught up in the craziness of my mind. I'm working on that now and learning to manage my own busy mind!
