Home LifestyleCareer Bobbi Brown Opens Second Jones Road Storefront in NYC

Bobbi Brown Opens Second Jones Road Storefront in NYC

by Victoria Marie Moyeno
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Back in November 2021, beauty icon + Montclair resident Bobbi Brown ventured to open the first flagship store for her pandemic-born beauty brand, Jones Road Beauty, right here in Montclair. We’ve been lucky enough to watch Bobbi + Jones Rode thrive in our little corner of New Jersey (though, our bank accounts probably don’t feel so lucky), but the makeup mogul had her sights set on something bigger. As of today, March 15th, a second Jones Road storefront has opened in New York City at 37 Greenwich Avenue. Read on for a sneak peek of the new shop and Jones Road came to be.


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The Ivy at Chatham

A post shared by Jones Road Beauty (@jonesroadbeauty)

From MTC to NYC

On February 14th, Jones Road Beauty took to TikTok to share some exciting news — the makeup brand started by beauty trailblazer and Montclair resident Bobbi Brown would be expanding into New York City. See the TikTok below.

@jonesroadbeauty Coming soon to NYC… Jones Road Greenwich Village. #comingsoon #cleanbeautytok #jonesroadbeauty ♬ Notifications by 1xrio – rio

Since then, Jones Road had been doling out details in crumbs, leaving professional and self-proclaimed MUAs alike to wonder when the beauty brand would land in NYC. It appears that today, March 15th, is the day — Jones Road Beauty has officially opened its doors in Greenwich Village.


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A post shared by Jones Road Beauty (@jonesroadbeauty)

Located at 37 Greenwich Avenue, the space is cool and clean, just like the brand’s sister location in Montclair. Many hot ticket items — including the best-selling miracle balm — can be purchased in-house. At this time, it’s unclear if the NYC location will host workshop events like the Montclair shop, but our bet is yes.

Jones Road Beauty in Greenwich Village is closed on Mondays and operates from 10AM –  7PM on all other days of the week. Bobbi took to Instagram to share that “launching a big project at 65 is exhausting,” but that she  “wouldn’t have it any other way.” Neither would we, Bobbi!

Be on the lookout for more Jones Road locations in the future. Following the announcement on Instagram, the beauty brand asked its followers “Where should we go next?”

About Jones Road

After leaving her namesake company in 2016, Bobbi, in true Aries form, wasted no time jumping into new projects. From opening The George, an eclectic, elegant boutique hotel just steps away from the historic Van Vleck Gardens to launching Evolution 18, a line of wellness products (her first foray in the wellness industry), in 2018, to founding her new clean beauty line, Jones Road,  Bobbi is a force and the gift that keeps on giving to Montclair and beyond.

Read More: This Montclair Resident Started a Marketplace for Repurposed Beauty Products

The New Jersey Hall of Famer debuted her second beauty line just last year in 2020 on the basis of clean, natural makeup products.  These products don’t aim to change the face, but enhance one’s beauty, staying true to her legacy of ‘less is more’ when it comes to beauty.

But more than that, Jones Road is in contrast to the typical line that can be bought at a beauty store because it eliminates over 2,700 potentially harmful ingredients from its formulas, making it not only a choice of quality but of health.

jones road flagship store montclair

(Photo credit: Jones Road Team)

The ‘no-makeup’ makeup brand carries a variety of makeup brushes, eyeshadows, eyeliners, eyebrow pencils, lip glosses, mascaras, and several versatile multi-use balms. Jones Road also boasts a mini skincare line of five products that includes eye cream, moisturizer, an oil stick, and what Bobbi calls a Hippie Stick – a universal balm that melts onto face, body, hair, essentially anywhere that needs moisture.

The collection encapsulates the one-size-fits-all model while also offering a variety of high-grade formulations designed for all ages, skin types, and skin tones.

See More: A Guide to the Unique Boutiques in Hoboken + Jersey City

In addition to being able to shop the full Jones Road line in person, visitors to the flagship location can enjoy events, workshops, and more. “The space is going to double as a beauty think tank, an incubator for new products and ideas driven by the unparalleled magic that sparks when brand and consumers meet in person,” her team shared exclusively with The Montclair Girl.

jones road flagship store montclair

(Photo credit: Jones Road Team)

“For every new launch Jones Road has introduced, Bobbi has appeared on the brand’s social channels to share ‘how-to’s with thousands of live viewers that tune in. With the Jones Road flagship, Bobbi and her team can actually meet customers face-to-face, and hear and see what products they want next,” the team explained.

The official opening date of the flagship store is Friday, November 12th. Stay in the know with the latest happenings by following the Jones Road Instagram account at @jonesroadbeauty — and make sure to follow @themontclairgirl for a behind-the-scenes tour at Jones Road the week of the opening.

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