Jones Road's CEO Cody Plofker and founder Bobbi Brown on the brand's new image

Bobbi Brown, founder of Jones Road, and Cody Plofker, CEO, spoke to TheIndustry.beauty ahead of the release of its first scaled-up out-of-home campaign, which launches alongside the debut of their new product, Just Enough Tinted Moisturiser. The campaign, which celebrates women who balance priorities, embrace challenges, and prioritise their sense of self, marks a bold new direction for Jones Road. It represents not just the launch of a product, but a shift in how the brand connects with its audience.

Jones Road, the beauty brand founded by Bobbi Brown in 2020 after she sold her namesake brand, is taking a significant step forward with its Just Enough Tinted Moisturiser campaign, its first foray into large-scale out-of-home advertising. Queue female empowerment.

The campaign highlights women who navigate life on their terms, showcasing how the new product fits seamlessly into busy, multifaceted lives. For Jones Road, this campaign is about more than just a new product—it’s a celebration of real women and their ability to embrace challenges while looking and feeling their best. From an elegant woman of society to a strong female boss and even an energetic athlete, Jones Road is showing how it's the perfect addition to any woman's handbag.

The Just Enough Tinted Moisturiser is designed for those who want to look put-together while feeling like themselves. It offers just the right amount of coverage for busy days, whether you’re headed to a meeting, running errands, or meeting friends for a drink. Bobbi Brown told TheIndustry.beauty, "I wanted to create something that felt lighter on the skin—something that would give the appearance of no makeup, but still enhance natural beauty. Just Enough Tinted Moisturiser is that product. It’s the perfect balance of light coverage that fits seamlessly into any woman’s life."

This product is a versatile, lightweight solution that adapts to women’s busy lives. It offers a "no-makeup" look with just enough coverage to even out skin tone, giving women the confidence to power through their day without feeling weighed down. Whether running errands or attending meetings, it’s a quick and easy way to feel polished without sacrificing comfort.

The campaign has made a statement in New York City, with prominent advertisements across the city, including a high-profile display at Moynihan Hall in Penn Station. The brand’s first-ever out-of-home marketing initiative also includes a takeover of Liberty’s windows, which is particularly significant given Jones Road’s success there—Miracle Balm is one of Liberty’s best-selling products. Throughout April, the brand is spotlighting real women who embody the Just Enough ethos across its digital channels, showcasing how the product integrates into their everyday lives.

Cody Plofker, CEO of Jones Road, shared, "This is our biggest launch of the year. We wanted to match the energy and investment of the campaign to our growth objectives. We didn’t just want to focus on the product—we wanted to tell the stories of the women who use it and how it fits into their lives. That’s what this campaign is all about."

The Just Enough Tinted Moisturiser formula took over a year to perfect, with Bobbi Brown playing a hands-on role in the development. "I wanted to make something that worked for all skin types, even my own dry skin. The formula is hydrating and comfortable. It sits beautifully on the skin without drying down or feeling heavy," she said. With a natural sheen finish and breathable texture, this moisturiser is designed to work for everyone, offering a lightweight yet effective way to even out skin tone and enhance natural beauty. Bobbi noted, "In the morning, I use it when I’m heading into the office or running errands. At night, I’ll add The Best Pencil and The Mascara for extra definition. It’s just enough for so many situations."

This product launch is also a significant moment for Jones Road, which has seen strong growth in the foundation category, with What The Foundation seeing a 140% year-over-year increase. Just Enough Tinted Moisturiser represents a strategic move to expand further into the skin category. Looking to the future, Bobbi said, "I’m really excited for the fall. My tenth book will be released, and we’re celebrating Jones Road’s fifth anniversary. We have some exciting new products and exclusive launches planned to mark this milestone."

While the brand is currently focused on direct-to-consumer sales, Plofker hints at future plans for international expansion, particularly in the UK. "In the future, we’ll have stores in the UK. It’s just a matter of time. For now, Liberty provides a great bridge to our UK audience, but we’re looking forward to having a physical presence there in the future."