After selling her eponymous brand and being bound by a 25-year non-compete, Bobbi Brown successfully launched a new venture, Jones Road Beauty. This demonstrates a remarkable act of professional reinvention, proving a founder can build a second major brand later in their career.
Jones Road Beauty's business is 85% direct-to-consumer, a stark contrast to the traditional department store model of her first brand. This DTC focus is supported by a lean approach to packaging, allowing for investment in high-quality formulas while maintaining accessible price points.
Bobbi Brown self-financed both of her companies, avoiding venture capital. While she sold her first company to Estée Lauder after just four and a half years, she is more circumspect about an exit for Jones Road, emphasizing that most founders today build companies with the primary goal to sell.
The sale of Bobbi Brown Cosmetics involved an unusually long 25-year non-compete and the sale of the rights to her own name. Her eventual departure from Estée Lauder due to friction with new leadership serves as a cautionary tale for founders post-acquisition.
Keep pulling the thread on Bobbi Brown.