Bobbi Brown's Jones Road Brings That Viral Foundation & More Clean Makeup to Santa Monica's Buzziest Beauty Stretch

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There's a new beauty shop on the block – by way of an iconic makeup mogul – on Santa Monica's Montana Avenue.

Jones Road, the clean, skin care-infused beauty brand founded by celebrity makeup artist and entrepreneur Bobbi Brown, has opened its first West Coast boutique on the low-key shopping stretch. The bright, sun-lit space features that viral What the Foundation ($46) in 16 shades alongside the brand's best-selling tinted Miracle Balm ($38), Lip Recharge ($24), Your Skin Foundation Stick ($38), the Face Pencil concealer ($28), the Rich Eye Cream ($42) and more skin care and cosmetics for the eyes, lips and face.

The 1,470-square-foot store also stocks makeup kits, nail colors, beauty tools, loungewear, fragrances, collabs (including a candle with Apotheke and her boutique hotel, The George; and an exclusive blush with model Emily DiDonato), accessories and Brown's recent book, Still Bobbi. Beauty buffs of all skin types and tones can also get shade-matched by Jones Road's in-house makeup artists, who are also available for hands-on lessons ($85-$150) and bridal makeup trials and application ($85-$125).

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"We've been searching for the right spot for Jones Road in Southern California, and this location
in Santa Monica is perfect for us," Jones Road's 69-year-old founder says in a statement. "Whenever
I visit, Montana Avenue is my go-to street to walk, shop and people-watch on. It's got an easy,
California-cool vibe, yet it's also a vibrant community filled with the chicest local shops,
restaurants, and wellness hot spots. Jones Road is excited to join this beautiful, tree-lined
neighborhood."

The boutique is in good beauty company: Bluemercury, medispa Alchemy34, Luxelab Salon, Benefit Cosmetics & BrowBar, Drybar, quickie facial studio Face Haus and waxing salon SugaringLA are among neighbors, and the buzzing SaMo stretch is also home to Brentwood General Store, the Aero Theatre, Free People, La La Land Cafe, R+D Kitchen and others.

Jones Road's new L.A. store is the first of four new outposts opening in California this year, notes now-former ceo Cody Plofker, Brown's middle son. (He announced today that he was leaving his "day-to-day role for a mixture of personal and professional reasons." The company will set up shop in Palo Alto's Stanford Shopping Center, Newport Beach's Fashion Island mall and San Diego's University Town Center, joining a lineup that includes locations in Florida, Georgia, Massachusetts, New York, New Jersey, Illinois, South Carolina, Texas and Tennessee.

Brown launched Jones Road in 2020, her second beauty company, 25 years after selling her namesake cosmetics brand to Estee Lauder for $75 million. (She was barred from launching it sooner due to a non-compete agreement, reports Inc.)

Brown pioneered the "no-makeup" makeup look in the '90s, at a time when smokey eyes, pencil-thin brows, and full-coverage foundation defined the era. In 1991, she launched her namesake cosmetics brand featuring undertone-balancing shades designed to embrace and enhance natural beauty.

The makeup artist served as chief creative officer of Bobbi Brown Cosmetics until stepping away in 2016 "when things got complicated at Estee Lauder and I left with four and a half years remaining on my non-compete," the New York Times bestselling author recounts in her latest book. "At 59 years old, I could retire… There I was, at 60, with no demands on my time and nothing but time to spare. I still felt that same creative passion, but where could I put it?"

Brown managed to find a few hobbies during the gap between her two beauty brands. She studied at the Institute for Integrative Nutrition and became a certified health coach; co-founded the film and TV studio, 18 Label; and renovated a 31-room boutique hotel, The George, with her husband, Steven Plofker.

Scroll through the gallery and see our Reels above for more inside the chic new beauty shop, and see below for the store's address and deets.

Jones Road, 1406 Montana Ave., Santa Monica, 90403; Monday to Saturday from 10 a.m. to 6 p.m. and Sunday from 11 a.m. to 6 p.m.; (310) 310-2160