Before minimal makeup and nude lip shades dominated screens and magazine spreads, industry titan Bobbi Brown mixed neutral lipsticks and sold them out of plastic bags in 1980s New York City. Today, the no-makeup makeup look is ubiquitous. Back then, it was a novel way for women to express themselves — by feeling comfortable in their own skin.
On Wednesday, a handful of Nashvillians had the intimate opportunity to learn Brown’s tricks of the trade during her first-ever masterclass at Jones Road Beauty’s Nashville storefront.
Brown received warm applause as she entered the room. After welcoming the crowd (and making everyone laugh), she got to work. The first step? Finding the perfect color match for her model’s complexion — a crucial part in any makeup routine.
She and her Jones Road team collaborated to craft a natural, wearable look that highlighted the model’s features instead of hiding them. Applying most products with her fingers, Brown created an effortless blend meant to seep into the skin, create a soft glow and, most importantly, build confidence.
These pillars have always guided Brown, a resilient leader who doesn't shy from reinvention. She founded the iconic Bobbi Brown Cosmetics in 1991 and sold it — and the rights to her name — to Estée Lauder in 1995. Unable to associate herself with another makeup company for the next 25 years, she helped build the brand into a billion-dollar business.
Then, in 2016, Estée Lauder’s executive group president told her the company was cancelling her work contract and removing her from daily operations. But Brown found opportunity in the setback, with no plans of slowing down.
In 2020, on the same day her noncompete clause expired, Brown launched Jones Road, a clean makeup brand for all ages that’s centered on her signature "less is more" look. Each product is free of phthalates, sulfates, BPA and over 2,200 other potentially harmful ingredients. Jones Road now has 10 storefronts across the country, including a Nashville location that opened in 12South this January.
Ahead of her masterclass, Brown caught up with Nfocus about opening her first Jones Road store in Tennessee, the brand’s ethos and what beauty means to her.
What role does beauty play in self-expression? How has your relationship with beauty changed over time?
The ultimate expression of beauty is confidence. I have always believed that the most beautiful women are not those with perfectly symmetrical features or flawless makeup – they are the ones who accentuate their unique features, flaws and all. They feel good in their bodies and are comfortable in their own skin.
That’s why my beauty philosophy has always been that makeup should not change the way you look; it should make you look like yourself, on your very best day. Understanding this concept takes time.
When I was a young makeup artist, constantly surrounded by 6-foot-tall supermodels who looked like perfect Barbie dolls, it was easy to feel insecure – especially since I’m a 5-foot-tall Jewish girl from Chicago!
I tried to dress differently, tried every fad diet and wore 4-inch heels, but that just wasn’t me. I started dressing the way I felt comfortable – jeans, a blazer and sneakers. I got a great blowout and wore minimal makeup. That was me at my most confident, and that’s what I try to teach women every day.
What key similarities and differences do you see in today’s beauty landscape and that of the ‘90s? Where do you hope it’s headed?
Everything is different. When I was a makeup artist starting in NYC in the ‘90s, the style was contouring and crazy garish colors. I wasn’t good at that technique. I didn’t paint faces. I wanted girls to look like they had a healthy glow – as if they had just returned from a great vacation or a good run, with perfectly flushed cheeks. It’s exciting to see the “no-makeup makeup look” that I’ve been doing for four decades is now the “it” look.
Nashville is excited to welcome you for your upcoming masterclass. Why do you think these face-to-face interactions are crucial for running a successful business?
When we go into a new market, we want to create an intimate experience. We want to meet the customers and introduce them to the brand philosophy in person. We also want them to try the product in person and understand how to use [them] at home. I’m so excited to be in Nashville again and to meet these women who are super stylish yet have a casual, cool vibe, just like the Jones Road brand represents.
How does Nashville’s community reflect the ethos of Jones Road?
Nashville is our kind of town. Based on our online sales, we already had a loyal customer base in this area buying Jones Road, so we knew we’d quickly establish a following. We opened the store at the beginning of 2026, and the community has embraced us.
We knew that the 12South neighborhood would be perfect for our first Tennessee Jones Road location. Its fashion-forward boutiques, walkability and public artwork make Nashville’s vibe a perfect fit for Jones Road. We’re excited to join this unique neighborhood, and we look forward to welcoming guests to the store at the masterclass and meeting them in person.
To learn more about Jones Road, visit https://www.jonesroadbeauty.com/.
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