First Time Founders with Ed Elson – How Bobbi Brown Built A Beauty Empire

Episode Summary: First Time Founders with Ed Elson – How Bobbi Brown Built A Beauty Empire

Podcast: The Prof G Pod with Scott Galloway
Host: Ed Elson
Guest: Bobbi Brown, Founder of Bobbi Brown Cosmetics and Jones Road Beauty
Release Date: March 2, 2025

In this insightful episode of First Time Founders, host Ed Elson engages in a compelling conversation with Bobbi Brown, a legendary figure in the beauty industry. From her humble beginnings to building a billion-dollar beauty empire and launching a new venture centered on clean beauty, Bobbi shares her journey, challenges, and the evolving landscape of the beauty sector.

1. Early Life and Passion for Makeup ([03:32] – [05:45])

Bobbi Brown opens up about her childhood in the suburbs of Chicago, where her fascination with makeup began. Inspired by watching her mother glam up for dates, Bobbi recounts her early love for makeup despite not excelling academically or in other extracurricular activities.

Bobbi Brown ([04:45]): "I just loved watching my mom do it. I loved playing with it."

Her passion led her to create her own major in college, obtaining a Bachelor of Fine Arts, even without a clear career path in mind.

2. Career Beginnings as a Freelance Makeup Artist ([05:45] – [07:40])

Moving to New York City, Bobbi pursued a career as a freelance makeup artist, building her portfolio through perseverance and resilience. She aspired to achieve a Vogue cover, a goal she accomplished after seven years, solidifying her reputation in the editorial makeup scene.

Bobbi Brown ([06:46]): "I have a dream to have a Vogue cover. It took me seven years and I got a Vogue cover."

3. Founding Bobbi Brown Cosmetics ([07:40] – [11:10])

The transition from makeup artist to entrepreneur occurred serendipitously when Bobbi collaborated with a chemist to create a lipstick that mirrored the natural color of lips. This unique product resonated with consumers, leading to the establishment of Bobbi Brown Cosmetics.

Bobbi Brown ([07:40]): "I've always wanted to make a lipstick that looked like lips. So I made a lipstick and started selling it."

Despite skepticism from industry peers who questioned her approach to natural makeup, Bobbi remained steadfast in her vision, focusing on authenticity over artificial beauty.

Bobbi Brown ([09:06]): "I would use a foundation that was the color of your skin? No one did that."

4. Rapid Growth and Sale to Estée Lauder ([11:10] – [13:16])

Within a few years, Bobbi Brown Cosmetics soared in popularity, becoming a top seller at prestigious retailers like Bergdorf Goodman and Neiman Marcus. Estee Lauder took notice, leading to the acquisition of Bobbi Brown Cosmetics for nearly $100 million.

Bobbi Brown ([12:21]): "We sold to Estee Lauder. I sold to Leonard Lauder, and he just became my biggest supporter."

This acquisition provided Bobbi with the support to balance her professional and personal life, allowing her to remain involved without the burdens of challenging business partnerships she previously faced.

5. Life After Sale and New Ventures ([13:16] – [15:33])

After 22 years with Estée Lauder, Bobbi decided to step away to rediscover her entrepreneurial spirit. She embarked on various ventures, including developing a hotel, launching a supplement line with Walmart, and returning to her roots as a makeup artist.

Bobbi Brown ([14:16]): "It was tough and not easy after I left to kind of figure out who am I, what am I gonna do."

6. Launching Jones Road Beauty ([17:48] – [23:41])

With the conclusion of her non-compete agreement, Bobbi launched Jones Road Beauty on October 26, 2020. This new venture emphasizes clean beauty, aligning with modern consumer preferences for sustainable and health-conscious products.

Bobbi Brown ([18:17]): "We launched the day the non-compete was up. It felt right. I didn’t listen to the PR gurus who said I was out of my mind."

Jones Road Beauty operates with a lean, family-oriented structure, leveraging digital marketing and direct-to-consumer strategies to foster a strong, authentic connection with customers. Bobbi credits her son's expertise in digital marketing as pivotal to the brand's success.

Bobbi Brown ([22:52]): "We're pretty lean, we're pretty scrappy, and we tend to hire younger people with less history of experience."

7. The Evolution of the Beauty Industry and Social Media ([26:13] – [35:34])

Bobbi explores the dramatic shifts in the beauty industry over three decades, highlighting the rise of celebrity-led brands and the critical role of social media in modern marketing strategies. Unlike her earlier days, where makeup artistry was more controlled and less influenced by celebrities, today's market thrives on influencer culture and digital presence.

Bobbi Brown ([34:23]): "When I was first starting, there was no celebrity brands, there was no makeup artists that had brands."

Jones Road Beauty leverages platforms like TikTok and Substack to engage with a younger audience, adapting to the dynamic digital landscape to maintain relevance and drive sales.

Bobbi Brown ([26:39]): "TikTok was huge for us. It quadrupled our business. We had a bunch of viral moments."

8. Personal Branding and Authenticity ([31:48] – [36:39])

Despite the prevalent trend of personal branding in the beauty industry, Bobbi emphasizes authenticity over strategic branding. She maintains that her genuine personality and real-life values resonate more deeply with her audience than any curated image.

Bobbi Brown ([32:20]): "I don't try to do anything and I don't think of myself as a brand. I think why people relate to me is because I'm exactly the same way on TV and in interviews as I am if I was at your house."

This authenticity has been instrumental in building a loyal community around Jones Road Beauty, fostering trust and long-term customer relationships.

9. Advice and Insights on Success ([38:24] – [40:15])

Reflecting on her multifaceted career, Bobbi attributes her success to a blend of naivety and effective delegation. She candidly discusses her unconventional approach to writing and managing her brand, highlighting the importance of embracing one's unique methods and surrounding oneself with capable team members.

Bobbi Brown ([28:52]): "I'm incredibly naive… I'm really good at knowing what I have no idea what to do. And I hire people that do it."

When asked about confidence, Bobbi shares a profound realization that true confidence stems from self-acceptance and comfort in one's own skin.

Bobbi Brown ([39:52]): "Just be comfortable in who your skin and who you are. When you realize, this is who I am, take it or leave it, that's being confident."

10. Upcoming Projects and Final Thoughts ([38:24] – [40:27])

Bobbi previews her upcoming YouTube series, I Am Me, focusing on themes like confidence, self-esteem, and career comfort. This project underscores her commitment to empowering women and fostering meaningful conversations around personal growth and self-acceptance.

Bobbi Brown ([38:36]): "It's about confidence, self-esteem and being comfortable with your career, your money."

In concluding the episode, Bobbi reflects on her journey with gratitude, emphasizing the importance of resilience, authenticity, and continuous innovation in sustaining long-term success.

Bobbi Brown ([40:15]): "Being myself kind of fit the best."

Key Takeaways

Authenticity Over Artificiality: Bobbi Brown revolutionized the beauty industry by promoting natural beauty, a stark contrast to the overly made-up looks prevalent before her rise.
Resilience and Adaptability: Her ability to navigate challenges, adapt to industry changes, and pivot her business strategies has been pivotal to her enduring success.
Embracing Digital Transformation: Recognizing the power of social media and digital marketing, Bobbi effectively leveraged these tools to grow Jones Road Beauty in the modern era.
Importance of Community and Feedback: Jones Road Beauty's robust online community serves as a valuable source of market research and customer engagement, driving product development and brand loyalty.
Personal Growth and Confidence: Bobbi emphasizes self-acceptance and confidence as foundational to both personal happiness and professional achievement.

Notable Quotes with Timestamps

Bobbi Brown on Natural Makeup:
"[09:06] I would use a foundation that was the color of your skin? No one did that."
On Selling to Estee Lauder:
"[12:21] We sold to Estée Lauder. I sold to Leonard Lauder, and he just became my biggest supporter."
On Launching Jones Road Beauty:
"[18:17] We launched the day the non-compete was up. It felt right. I didn’t listen to the PR gurus who said I was out of my mind."
On Social Media's Role:
"[26:39] TikTok was huge for us. It quadrupled our business. We had a bunch of viral moments."
On Confidence:
"[39:52] Just be comfortable in who your skin and who you are. When you realize, this is who I am, take it or leave it, that's being confident."

Conclusion

This episode offers a deep dive into Bobbi Brown's illustrious career, shedding light on her innovative approach to beauty, entrepreneurial spirit, and the strategic adaptations that have kept her at the forefront of the industry. Listeners gain valuable insights into building a successful brand, the importance of authenticity, and navigating the ever-evolving landscape of digital marketing.