With a new Jones Road Beauty boutique on Montana Avenue in Santa Monica, Bobbi Brown has officially taken her makeup empire to the West Coast.
The makeup artist and entrepreneur behind her namesake Bobbi Brown Cosmetics – which sold for $74.5 million to Estée Lauder Cos. Inc. in 1995 – launched Jones Road in October 2020. Since then, the makeup brand under New Jersey-based JustSteven has expanded into 15 brick-and-mortar stores across the country, including New York, Chicago and a flagship in New Jersey.
“We’ve been searching for the right spot for Jones Road in Southern California, and this location in Santa Monica is perfect for us,” Brown said 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.”
Family business
Jones Road came to California at a time when natural makeup and health-centric lifestyles are gaining ground in business. The line between makeup and skincare is blurring, with influencer-led startups leading the way. Hailey Bieber’s skincare line Rhode, which focuses on minimalist, “glazed skin” aesthetics, for example, was sold to E.l.f. Beauty Inc. in a $1 billion deal last year, signaling investor interest.
Brown, who ranked among Time magazine’s “Most Influential People” of 2026, has also kept the brand in family hands. Her son Cody Plofker serves as the chief executive while her husband Steven Plofker serves as the board chair.
According to Cody Plofker, the new store is just the beginning of more West Coast expansion. The brand shared plans to open at least eight stores this year, half of them in the Golden State. Plans are in motion for branches in Palo Alto, Newport Beach and San Diego.
“The goal is to attract more Jones Road customers throughout the state who want to enjoy the Jones Road experience in person, try the products before they buy them, and invite them to become part of the Jones Road community we’re building throughout the country,” said Cody Plofker in a statement.
